The 6 Keys of Successful Websites
An effective website is one that complete a process, the sales process.
Does your website go through the sales cycle? Or is it a disingenuous grouping of information that just sites there? Isn't it time your website became a part of your team?
Your website prospects primarily through search engines. People type in keywords that reflect your business and areas that you serve. Internet users click the listing, they're on your website and have become your visitors. Prospecting is done!
Qualifying visitors on the internet happens in two primary stages. The first stage is through keyword phrases under which your website is listed. Mess up this stage and your website is useless.
We were working with a a mobile paper / document shredding company. Their previous marketing company had one of their keywords as 'paper shredders'. Lots of people came, then they all left the web site! Why? He doesn't sell paper shredders! As a result, people weren't finding what they were searching for. The better keyword phrase would have been 'paper shredding services' or 'mobile paper shredding services'. As soon as we changed the phrases, visitors stayed on the website longer and call volume went through the roof. Why? We used keyword phrases that were a true reflection of the services being offered and people were finding what they were looking for.
The first qualifying stage is through the keyword phrases where your visitors find you. The second stage occurs just after building rapport.
Building rapport on a website is not as complicated as many would lead you to believe. Think about how rapport is built in the real world.
Match your physical image and clothing with your industry. As an example, a stock broker has an A personality, hair is perfectly done, a dark suit to convey strength, a contrasting tie to draw the eyes and display power, perfectly shined shoes with socks that match the suit. When the broker shows up at your door, you look out and see the silver Mercedes Benz, a 4 door S-Class; a car that contributes to his image of success.
Before this broker speaks one word, the foundational elements that will garner your immediate respect and trust are laid in place.
Does your website match your image with your industry? Does it convey professionalism? Is it organized in its immediate appearance? Does it have contrast to draw the eyes or is it one big board with no discernible pieces?
Next the broker will introduce himself to you. Extending his hand for a firm handshake while looking you straight in the eyes to further display openness and convey honesty ... the bond of trust is already getting stronger. The broker immediately told you his name and the company that he represents.
There is no hiding here. The broker, has not hidden a thing. He is proud of the company he represents, his accomplishments, and is especially proud of having this opportunity to serve you.
Does your website IMMEDIATELY tell your visitors who you are? How to contact you? Are you proud of your products and services? Or do you still feel that you need 'neat tricks' to sell people? Be open. Be proud and confident in your business and your product offerings. Don't present items that distract or take attention away from your company and offerings.
These are a few of the items required to build rapport with visitors. I could write a book to address them all.
The next step would be 'discovery' – or 'qualifying'.
We know the right people (visitors) are in front of us. Now we need to understand what their needs or desires are. In real life, this is done by asking questions. On your website, this is done by presenting paths and by asking questions as links.
If I were a pool company, I could simply present the following to start my discovery process -
Option 1 : I Have A Pool
Option 2 : I Don't Have A Pool (or – I Want A Pool)
The visitors simply selects an easy choice. On the next step, we would present information that is relevant to that selection.
If the visitor chose 'I Have A Pool', we could now present information, services and options for people that own pools. Pool Resurfacing (or Restoration); Pumps and Filter Care; Pumps and Filter Repair; Chemicals; etc., etc.
Your website should find out more details about your visitors through path options and questions. The more we discover about a visitor, the more targeted a presentation we can make.
Product presentation is always important. It will always leave questions with your visitors.
Present your offering with pictures, basic information, detailed information, pricing (when necessary or available) ... make sure you answer ALL potential questions. ALWAYS ASK FOR THE ORDER!
If you're selling Remote Control cars online, some of the bigger questions will be – what kind of batteries are required? Does the car come with the batteries? How long will the batteries last? If the car comes with batteries, is it a battery pack? Is it rechargeable? How long does it take to recharge?
Batteries aren't really a big deal in most instances. But you'd be amazed at how much sales will increase by simply addressing minor questions. Minor to you and me, major to our visitors.
We've covered the basics of product presentation and the sales process, now lets address the most important, and most forgotten area, the close.
ALWAYS ask for the order!
“Add to Shopping Cart”. “Buy This Now”. “Get a Free Instant Quote”. Something to move your visitors forward in their purchasing process. Make it as easy and SAFE, with the fewest steps possible.
You'd be amazed at the number of online vendors who are afraid to ask for the order.
You'd be equally intrigued by the number of websites that do absolutely everything in their power to make sure the sale doesn't occur.
We've all have jitters during the buying process as the buyer. Remember to put yourself in your visitor's shoes, address their concerns, answer all of their questions, make them feel safe and don't make it too complicated when trying to buy your product or service.
If you apply these 6 elements to your website, we guarantee that your website will become a more effective and essential part of your business.
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