I don’t want to freak you out or anything, but…
Your small business website might be in trouble.
If you haven’t looked at the design or content of your site for a while, it might not be the sales-driving tool you once thought it was. Your small business could be losing quite a bit of money because your website isn’t doing such a good job of attracting the right customers.
Here at Solopreneur Media, we have some questions you can ask yourself to see if your small business website is leveraging your brand and welcoming new and existing customers.
- Does my website tell people who I’m trying to reach?
- Does my website convey or reflect my business vibe?
- Does my website’s About page talk about the business or how the business can help?
- Is the Services/Products page simple and easy to read?
- Does my website speak to customer needs?
- Am I clearly communicating solutions and not sales?
- Does the website give customers several ways to engage with your business?
- Am I updating the website regularly?
Does my website tell people who I’m trying to reach?
Is your home page answering quickly and clearly “what’s in it for me?” when someone lands there? How can you tell?
Does your website, at first glance, tell people exactly what you do, who you help, and how you help them? Doesn’t matter if you sell services or a product. You have to be perfectly and simply clear right away. You have less than 5 seconds to answer those three questions before you lose that potential customer.
Does my website convey or reflect my business vibe?
I am a firm believer of digital media NOT having to be stuffy and boring. There isn’t a single business owner I’ve met that want’s to convey a sense of “blah”, so why do so many websites do that?
So, ask yourself “does my website feel like me/my business?” visually? Does it “sound” like you/your business in the copy? Make a list of the ways it doesn’t.
Does my website’s About page talk about the business or how the business can help?
Website “About” pages are NOT about you or your business. Not really. About pages should tell potential customers what their problem is and how you solve it.
New visitors to your site are asking themselves “Is this my kind of business? Do they sound like someone I’d want to receive help from?”.
Make sure the About page reflects that. I like to recommend saving the background info for a page all by itself.
Is the Services/Products page simple and easy to read?
If you sell products, the products and their prices need to be simple to view and purchase. No complicated ordering systems.
If you sell services, keep them just as simple. Be very clear in the description and don’t be afraid to list your pricing. (You’ll see my prices listed with each service I offer.) 😉
Does my website speak to customer needs?
Don’t let your website copy get caught up in industry jargon and fancy words. Make it as easy as possible for the customer to decide if they want your solution and to work with you.
Mark Twain who wrote “Don’t use a five-dollar word when a fifty-cent word will do.” When it comes to marketing and website copy, his words are true still today.
Am I clearly communicating solutions and not sales?
Don’t clutter up your website with a crap-ton of “Buy Now” links and buttons. Not only does it look like crap, but they take away from space you can be selling the solution.
Customers aren’t looking for a “Buy Now” button — they’re looking for an easy solution to their problem. Give it to them.
Does your website give customers several ways to engage with your business?
If the only way the customer has to communicate with you is to hire you or buy something — you aren’t building a relationship. Chances are, IF you get the sale this one time, you probably won’t get another one from that person.
Give your customers a reason to hang out a while on the website, connect on social media, sign up for a newsletter, or even start a chat session with you and your staff.
Relationships build a business.
Am I updating the website regularly?
Do you give customers a reason to come back to your website? Do you write articles? Do you provide featured solution updates?
There’s so much that goes into branding and reaching customers, why allow your website to become a useless tool?
Are you ready to take a good hard look at your small business website?
Are you ready to increase customer engagement beat revenue goals each quarter? Let’s do this!
Have an absolutely groovy day!