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Here's a quick question. Is your website design busted? Here's a quick test to find out.
If some wayward website traveller landed on the front page of your website, would they be able to tell what you wanted them to do?
In my imagination I can hear you saying, “C'mon Chris, it's obvious what I want them to do. I want them to become a customer.”
That is a true statement so I can't argue with that. But that's not an action, that's an end state. What do you want them to physically do?
Right now, your next website visitor is somewhere on the planet, staring at a screen. That screen is probably on a smartphone, but it could just as easily be on a tablet or a laptop.
Unless they're staring at that screen while standing right outside your door, you're going to need them to do something on your website if you want to get them from where they are to where you need them to be.
So, what thing(s) do you need them to do?
If you think about it, there's only a handful of things they can do.
They can call you, they can fill in a form or they can download something. If you have an e-commerce site, they can purchase something. And, of course, they can get directions and stop by for a visit.
That last one is a bit of a stretch. It doesn't actually happen on your site, but I think you get the picture.
So let's bring this back to the start and I'll ask my question a different way.
When someone lands on your website, what are they going to find there that will get them to do one of the actions you need them to do?
If your website design is like 95% of the websites I see out there, the answer is “not a whole lot.”
The good news is, that's an easy fix.
Fixing Your Website Design: First Things First
Before you can fix your website design you may need to rearrange a little of the old mental furniture when it comes to what your website is supposed to look like. We're not talking wholesale change here. Just shifting some things around.
Start with the action you want your visitors to take and then work backwards from there.
Do you want them to call you? Put yourself in their shoes. Why would they suddenly change their plans for the day and decide to call you? Got some compelling reason for them to hit those digits? If you do, how do they know?
Want your website visitors to fill in a form on your site? That's probably not what they were thinking when they stopped by. What's in it for them and what did you put on your site that lets them know what's in it for them?
I'm fond of the phrase, you're not Wikipedia. What I mean by that is you don't get points just because people landed on your site. You need people to land on your site and then do something.
Professional digital marketers earn their living by doing that exact thing. Attracting people to specific web properties and then getting those people to take an action that leads to a sale.
The primary tool they use for this is called a sales funnel. The best thing about a sales funnel is it's like having a well trained salesman on the floor 24/7 waiting for that next opportunity.
The best way to fix your website design is to create your own sales funnel. It requires a little work, but it's a lot easier when you have a guide to follow.
The Sales Funnel Guide in our Resources Section is a great start point. Unlike most guides for sales funnels, it's created for offline businesses instead of online marketers. It's accessible for anyone on the free membership level so if you're not a member yet, you'll need to create an account.
Having a sales funnel built right into your website design can take your website from being just another marketing expense to being a major source of revenue. If you want help with your website redesign, give me a call, I'd be happy to help. Just leave a message on my voicemail (702) 582-6708 or set up a consultation so we can chew the fat and see where your website can improve.
I hope to hear from you soon. Happy marketing!