We often tell people that their marketing ends at their business’ website, and that’s where their sales pipeline begins. Your website should be working to help you generate business.
Website not bringing in business? Check to see if your website follows best practices:
Tip 1 — Explain what your business does on the front page.
You would be surprised how many businesses don’t even explain what they do on the front page.
There is a new, fabulous catering company in Dallas, operated by a professional chef that has found a niche of preparing affordable, gourmet meals with items from local farmers and ranchers. They prepare meals for home delivery.
Their front page does not mention once that they cater OR have home delivery. It is driving me nuts to not tell them, but I know that they just had their website redone (not by us).
Here is simple front-page description done correctly:
- Example: www.executivetouchcleaning.com— Executive Touch Cleaning Service is exclusive to McKinney, Texas and provides exceptional customized cleaning services at affordable prices. Being local gives us the edge of being the most dependable, flexible and affordable cleaning company in the area.
Tip 2 — Sell yourself! Explain why I should do business with you.
Differentiate your business from your competition and highlight how you can better serve your potential customer. Qualify the value of your business and why you are the best fit to solve their problem or needs. Customers don’t care about your mission or goals; bury that on your “About Us” page.
- 4 Better Sleep Center is one of the most comprehensive sleep disorder treatment centers in Texas. Located in Dallas, we are one of the few centers to offer, in one location, a medical evaluation by a physician certified in Neurology and Sleep Medicine, and a state of the art sleep laboratory for patient sleep studies. Let us help you put your sleep problems to bed!
Tip 3 — Place your phone number on the front page.
Pretend that you only have a one-page website. Put your phone number on the front page; best practices is to have it on the top, right-hand side of the page. Don’t make people dig for information — on the Internet, we all have the attention span of flies.
Tip 4 — Place a lead capture form on the front page.
People surf the web at night and after business hours. A contact form is the best way to catch an email and contact information for nocturnal prospective customers. Always have a message area so they can write a note to you about their interest.
- Example: www.soccerpalz.com — Soccer Palz has their phone number on the top of every page, as well as a lead capture form. Getting in touch with someone at Soccer Palz is very easy.
Tip 5 — List out your services.
First of all, Google loves this for search engine purposes, but so do your potential customers. At a glance, they can quickly see what you have to offer and can learn more if needed.
Tip 6 — List out your confidence builders.
These can be customer testimonials, memberships to organizations, awards…etc. Potential customers take note and it gives them confidence in your abilities, making them more likely to use your business.
- Example: www.spotstx.com— Suggs Pediatric Outpatient Therapy Services has done this well by mentioning that they accept insurance with the Cigna and BlueCross BlueShield logos.
The front page of your website is the first impression of your company. Yes, the site needs to have a professional look and feel, be written and keyworded with Google in mind, SEO’d, and built for expansion, but most importantly, customers need to know what you do when they get to your site, why they should do business with you, and how to get in touch with you day or night.
BubbleLife Media has a smart basic website solution for $3,000. The site is built on Wordpress and includes up to six pages, SEO, and the above best practices. To learn more, call 214-233-0740 x802.
Saffie Leedy Farris
4600 Greenville Avenue, Suite 240
Dallas, TX 75206