Your website plays a crucial part in your sales and marketing structure. If you currently are not evaluating your website annually, you should start. Ensuring your website has fresh content, a user-friendly layout, and images will generate more leads and sales.
These three sections cover the main things you need to focus on when evaluating the relevance and effectiveness of your website. If you find yourself answering no to these questions then it is time to redo your website.
1) Does the content on your website speak to the right audience?
Your websites copy needs to talk directly to your customer and point them in the direction of whatever it is you want them to do. The copy should tell a story and show the customers what they will get when they work with you rather than you explaining why you are the best. This allows your potential customers to picture the final outcome and increase the likelihood of them wanting to work with you. Your readers want simplicity!
Make sure that you split up your content into skim-able chunks. Most readers will not read your content entirely. You are more likely to keep their attention if they can skim it for the pieces they are specifically looking for. Also, use words and phrases your reader easily understands, staying away from jargon.
2) Is your website easy for anybody to navigate?
If you are getting frustrated trying to find something on your website, then your customers definitely have the same problem. People do not want to sift through multiple pages to find the information they are looking for.
The problem with your layout can fall under many categories, but here are a few prominent ones:
- Is your navigation bar easy to find and simple to use? (Tip: Sidebars are out! If you have one, get rid of it.)
- Can you reach the same page a number of ways?
- Is the information organized clearly?
- Do you have your contact information easily visible on every page?
- Do you have a great contrast in color on your website? (Tip: A black background with white lettering is not a great contrast, but the inverse of this is.)
- Are you using a consistent font with no more than two types?
- Does your website look and feel consistent from page to page?
- Is there a place on each page for the reader’s eyes to rest? (Meaning, it’s not too busy, and there is a soft, usually white, color for the reader.)
If you answered no to many of these questions, you need to update your website to increase traffic and conversions.
3) Are your images helping your website?
Images need to display your service or product in a professional manner. This means your images convey a clear picture that your team provides great services and/or your products.
Invest in a professional photographer if you can.
Professional pictures are worth the extra money. You will see that investment back if you use the images on a website that hits all these points. These pictures tell the customer more than your copy ever will because it is a form of credibility.
Copy + Images + User Friendly = More Conversions = More Money In Your Pocket
On average you will get a higher return from a website that uses copy that speaks to your audience, has a layout that is user-friendly, and images that clearly depict what a wonderful business you have.
This process may seem daunting, but it’s worth the time and money. Call or email us today if you need help getting your website up-to-date or evaluating what needs to be done!