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Improving your ROI
As a web designer, I frequently find that clients approach website design or resign from the Company standpoint. They want page after page extoling the virtues of their company and what sets them apart from everyone else, interspersed with lovely pictures of their building. The actual business of the site is usually an afterthought, stuck in at the end and lost in the grandeur. I guess that is normal and to be expected. I'm proud of my business, too.
However, a better idea is to step into a site visitor's prospective. Many times, you will find that you get a better conversion rate from visits to sales when using this approach. Site visitors don't really care right up front how long you've been in business, or how many certifications you have. They want to know, "Can you help me?" AFTER they know you can help them, THEN they start checking your background. If you don't grab them as soon as they come to your site, and show them you have exactly what they need, you won't have a chance to make the sale, because they will move on to a site that is more up-front.
Here are some ideas I suggest.
The first thing you need to know right off is what you want to accomplish with this website. If you don't know what your goal is, how can you know whether you meet it or not? Do you want to make a sale? Do you want to get a phone call? An Email? When you know the answer to this question, WRITE IT DOWN, pin it up on the wall, and go back to it over and over. As you are looking at each page of your site, ask yourself, "Is this working toward my goal?" If not, move it or get rid of it.
Organize everything! Make it so neat and tidy that a person can see in seconds exactly where they should go and what they should do. Don't let your homepage be so cluttered it overwhelms your visitors.
Make it easy! Don't hide the contact information and buy now buttons deep in the site where they have to click 15 times to find it. Instead, lead the visitor down the path to your goal. Put your contact info and call to action at every step of the way, so if they make a decision, they can buy now! or if they have questions or problems, help is readily available.
As you go, ask people outside of your business to look at the site and get their feedback. Did they get lost? How long did it take them to figure out where to go?
Refine, Improve, Streamline your site based on feedback from visitors.
Measure your success or failure and alter your site accordingly. Track your sales, emails and calls and compare them to site visits to determine your conversion rate. Use your website stats information to determine where any problems are and fix them!
I hope this helps you! Let me know if you have any questions.
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