Your company website is always at work. How long Is it since your key salesman got a status meeting? Do you invest as much in your website as you invest in your sales team?
During the course of the year you probably have regular sit-downs with your sales team, you value their efforts, review their results and on look at how they can improve. Those points of improvement might require sales training or sending some of them of to a seminar.
But how about the sales resource that is working 24/7, 365 days a year? Your website! It never gets to go to any sales meetings, has no training, doesn’t get a Christmas bonus or paid leave. Do you invest the same amount of time and money on that sales resource?
The website is the hub of your communication with the market. In the same turn as you take your SEO check and make sure you write Google-friendly, you should do a “performance review” or a appraisal of the website as you do with your sales people. This is to determine whether it does the job it is set to, actually tells what your company does and what you help your customers with. The results of this review will make it possible to set down targets and measures that are necessary in a workable plan.
You’ve heard before…90 percent of all purchase decisions are made online, via search on Google, through acquaintances, colleagues, partners, and the like. Many are fighting for the same customers and the same audiences. At the moment the website lands these, they should be resolved through a simple, clear and purposeful journey.
Go ‘Undercover’ on your website
Doing a website review is about analyzing your website with third-party eyes. Put yourself into the shoes of your customers and the audiences you want to reach.
- What are the main tasks your readers who come to your site, need to resolve?
- Can these be solved easily?
- What is the first impression of the website? Like layouts, imagery, content and focus?
- Navigation: Is it easy? Do you get the right information and quick answers?
- For those who have a purpose: Whether to buy a product or solution, or contact the Company for more information. Is the process is simple and do you get the information you need?
- Are there things that can cause irritation, things that do not work and unnecessary clicks to find the information?
Many will see that the customer journey is made hard and the answers to these questions are not good enough from the customers point of view. Something must be done!
8 Website Tips for the year to come
- Allow time and budget for a review and analysis of the website
- Ask yourself what the website actually should solve for your business
- What are your customers’ or your audience’s concerns, and how can you solve them?
- Identify the most important tasks users have when they come to your pages, and make sure that these are easy to solve
- Learn what content must be in place to respond to customer challenges
- Proof that you can solve challenges
- Invest in good content so you get found and selected, use the same language as your customers
- Make sure your website works well on mobile – A good test is to see if you’re able to navigate your way around your webpages via mobile, with only using one finger.
The cost of a salesperson, disregarding salaries, but including social spending, courses, training, equipment, and more is significant. Our tip is to invest at least as much in the website. It can be anything from making small upgrades, to invest in new, good and fresh content.
Time is the most important investment, you should take the time to see if the website supports the messages you want to convey, and it has focused on solving customer problems. And if you are wondering what customers are concerned about? Ask your customers by investing in a short survey.