As a small business owner, you wouldn’t want to throw your money away on a new flashy website that does nothing to improve your business. Everyone has heard the scary stories of small business owners spending thousands of dollars on website design and development only to have the new, slick site deliver just about zero return on that investment.
In this article, we’ll to have a look at some of the reasons that most small business websites fail in what should be their main functions. Every business needs two main advantages from their website. The first objective is to bring in more new business and clients. The second goal is to allow effective and useful communication with both new and existing clients.
Reason 1: The website does not have a clear objective
When designing and creating your business website the 1st question to ask is “Why?” For example:
- Why do you need the website?
- How will having a business website contribute to this and in turn to the growth of your business?
- What is the business problem or issue you are trying to solve and is email the best answer?
Asking the question “Why?” will lead you towards the root issue. When you build a website, your objective should be to provide quality content, build trust and create rapport with your prospective customers. It’s important to understand that your website visitor is likely to be still in the search mode when they first come to your website. When building a plan for your business needs we may have to repeatedly ask this question until we have drilled down deep enough into the problem to be able to state clearly what the issue is. From this starting point, we can then move towards building a plan with a clear purpose or goal to increase sales.
Reason 2: Lack of Planning
Just because you’ve built it, does not mean the visitors will come. Marketing your website effectively on the internet has become a complex task. Social media such as Facebook, LinkedIn, Google+ and Twitter play a role in today’s marketing landscape. If you have made a valiant attempt at focusing your marketing but have ended up confused and frustrated, we can help. Ask yourself the following questions and use the answer to assist you developing your plans:
- How do you attract the right type of visitors to your site whose needs you can full?
- What are the best strategies to earning a high ranking in search engines for your industry?
- What business functions can be well-served by the website?
- Can your business effectively use social media to attract and build an audience?
Once you have customers coming to your site, you will have customer data. It is important to take the next step and analyse this data in order to perform more targeted marketing to those with a high potential for future action. Our automated marketing system helps you to separate the wheat from the chaff and to focus on visitors with high potential of becoming customers.
Reason 3: Failed to build trust with the visitors
When someone first visits your website, one question they’re probably asking themselves is “Can I trust this business to do what it promises to do?” They will also want to know if they will get value for their investment in your services or product. Unfortunately, a great looking website won’t provide a good answer to either of these questions unless you can offer a guarantee or some form of protection for the investment your prospective client is willing to consider. Watch a video below. It has some useful tips on how to gain the trust of your website visitors.
Any online strategy must focus on the customer or buyer. If the buyer can’t find what they need from your website they will go somewhere else, and quickly. If your site does not provide for their needs and move them down the funnel towards the desired act such as purchasing, it is failing to perform. Unlike traditional retail sales, the lack of personal interaction makes it all too easy for customers to click off of your page and on to the next company on the list.
At BusinessZoom, we have perfected the technique of building websites with trust and prospects. We will help you craft incredible guarantees that give your prospects all the assurances they need to choose your business over your competitors. You will also discover how to get convincing testimonials that leave no room for doubt about your trustworthiness and the value you provide to your clients through good sales.