You paid out for a new website, sat back and waited for the leads to roll in, but nothing happened. Or worse, traffic went down. We’ve known people to go out of business as a result. But it doesn’t have to be that way — read on to find out how to get your website to deliver more leads.
In 2010, the conversion rate expert Tim Ash famously urged us to, “Shoot your graphic designer in the head to improve website conversions,” and the fact that I still recall his words six years later is testament to how powerful they were.
Fortunately, no graphic designers were harmed in the making of that video, and Tim is at pains to point out what an important role they play when it comes to building websites. His point, however, is that their primary role is to make things look good; building something that’s purely functional won’t necessarily come easily — or even appeal — to them.
That’s why designers work as part of a team; a team that also includes:
- A website builder who has the technical skills to build a website that works. Pages load quickly enough, for example, and the site is easy to maintain and update.
- A copywriter who can help you engage with your customers by coming up with the right words for a website, rather than a brochure.
- An SEO expert who knows how to make each website page indexable and findable by Google for defined groups of keywords. They’ll also know how to build links to a website.
- A digital marketing expert who understands targeted and measurable marketing, using digital techniques and channels, to reach your target market, convert leads into customers and retain those customers.
- A business marketing specialist who can help you to define exactly who your target customer is, the business conditions that trigger them to look for your services, what you can do and say to attract exactly that person to your website, and how to engage with them so they want more from you.
- A digital project manager who will understand what all of the above people can do, and what you need from each of them. They will be able to co-ordinate those people to ensure you get what you actually want from your website.
“A car will only function if it’s designed by a team with specialisms relating to different parts of the car. Engine, wheels, steering wheel, dashboard, etc. are all specialist functions. If you just hire the guy who knows what makes a nice looking car, it doesn’t mean a car will handle or perform well.”
“It’s the same with websites. If you hire the guy who makes it look nice, he doesn’t necessary know how to make it perform. This is true of so many small business websites.”
If you have all these skills in house that’s great! But the chances are, you’ll need to find a business that’s large enough to access them for you.
My beautiful website isn’t delivering the goods. Should I ditch it and start again?
Not necessarily. The great thing about a good-looking website, even one that isn’t performing, is that it offers you a starting point to make tweaks and changes — and that’s where all those other team members we talked about can really make a difference.
That’s not to say that same website will still serve you well when your turnover is in the tens of millions, but by then, you’ll be in a good position to revisit your website budget.
If you’d like a free, no-nonsense assessment to see how your website is performing, with practical advice to help you measure ROI, please do get in touch — we’d love to hear from you.