So your business is on line. It seemed like a good idea and anyway these days it's expected if you're to be taken seriously. Then why aren't you getting loads of business from it?
Here are a few common reasons why many business websites flounder.
1. The site has no clear purpose. Without a strategy behind it, a website becomes just a mish- mash of information that doesn't move your business forward.
2. Overuse of flashy graphics and images get in the way of the message.
3. Trying to do too much on one site. A site should be targeted to ONE audience. If you have several target audiences, then each one deserves, at the very least, its own page on your site, and at best a site of its own.
4. Paying too much attention to getting high rankings on the search engines. Then, when visitors click to the site, the content is badly written or not compelling enough to entice them to do what you want them to do. Search engine rankings are only step 1. If you're going to pay a load of money or spend a lot of time on search engine optimization, then for heavens sake, back it up with persuasive content so it's worth your visitors' while clicking through to your site!
5. Asking visitors to do something too quickly e.g. asking them to call for a free consultation when what they really need first is to get to know, like and trust you before they are willing to do business with you. Sure, there are those who respond quickly - they're the ones who need what you have right at that moment. But what about the majority, who aren't quite ready to jump in?
6. Having no mechanism to capture details of visitors. Most people will not take action on their first visit to your site. You need to have a mechanism to capture their contact information so you can keep in touch with them.
The type of website and the kind of content you provide will vary depending on your business and your target audience. But no matter type of site you are planning, ask yourself "Do my visitors want the latest whizz bang technology, or do they want a clear, coherent, compelling message that tells them exactly how I can help solve their problems?"
Copyright 2009 Maggie Dennison