People ask us all the time, what should my website do for my business? The data is very clear here. CEB states 57% of the buying decision is complete before a customer calls a supplier. Buyers today have more information at their disposal than ever before, so your website is the lifeblood of your business.
With the right engagement and message, your website can either deliver new opportunities daily to your business, or it can kill your business if you’re not getting any traction or demonstrating you can solve a problem.
Which one would you rather have? Obviously, the website that helps you grow. Let’s take a look at the 7 things your website must do in 2020.
#1 – Engage your website visitors.
People want a great experience, so give it to them. If your website is engaging and interactive, it sends the message that working with you will be the same. Don’t make it difficult for prospects to figure out where to find the information. Lead them on a journey.
Prospects care about themselves, not about you, or your business. If your website helps them learn something new, they’ll value your business and, in time, become a client.
#2 – Your website should demonstrate you can solve a problem.
It’s very important that you understand your ideal customer persona and the common challenges that are going on in their space. They want to know whether or not you’re a good fit to help them.
Demonstrate you are a good fit by including a few case studies that show you’ve worked with people or companies, like them, and what you did to solve their challenges.
What challenges did Company A have? What did you do to solve these issues? What was the final result?
#3 – Your website must be mobile responsive.
72.2% of Americans own a smartphone in 2020. People are always looking for information on the go, and when they find your website, they expect to view your website’s information without having to zoom in.
You’ll also want to make sure your call to action buttons are easily seen and positioned for mobile viewing.
#4 – Your call to action (CTA) must be clear.
When it comes to your digital marketing, if there’s no CTA or your CTA is confusing, then your website fails. What do you want your prospect to do next if they visit your website and believe you can solve their problem? You’d want to further engage them in a conversation to see if there is a mutually good fit to do business, right?
Make sure your CTA takes the prospect to the next step in your sales process – schedule a meeting, phone call, add to an e-newsletter, marketing automation, buy now, etc. For best results, have a CTA on each page of your website.
#5 – Make it easy for prospects to contact you.
Chatbots, like Drift, make it easy for you to provide a first-class experience where website visitors can engage your brand on their own terms. These chatbots make it possible for prospects to schedule a meeting with you, place a call, or get answers to questions without having to search for answers.
You’ll also want to provide your phone, text, and email information on the footer of your website, so they can contact you easily. Don’t ever make it difficult for someone to get in touch with you or you’ll lose that opportunity.
#6 – Connect now and build a relationship.
Includes links to all of your social profiles: Facebook, Instagram, LinkedIn, etc. Drive traffic to all of the platforms you use and build a relationship with your prospects and clients.
If you use a marketing automation tool, like Keap, then send prospects and clients tailored email and text messages to meet them wherever they are in the buyer’s journey. When they’re ready to buy, you’ll be top of mind.
#7 – Your website must have excellent Search Engine Optimization (SEO).
It’s great that you have a website that showcases all that you can do to help a prospect, but it’s literally worthless if no one can find you.
In today’s world, you have one customer, Google. Nearly 93% of all searches begin on Google, so everything you publish on your website needs to be searchable to improve your online visibility.
We all have a targeted audience we want to see at our business, and Google is the one to bring your targeted audience to you.
So, there it is. 7 things your website must do in 2020. Is your website performing at the level you need it to? If yes, keep on doing what you’re doing. If not, what’s at risk for you if you don’t change?
If you’d like to see if we’re a good fit to solve your online challenges, call 865-465-4040, text 865-351-3883, or email moc.hcet542@ydwoh and we’ll be happy to schedule a meeting that’s convenient for you.
