Do NOT Destroy Your Online Marketing Results with Bad Website Design

So, you’ve embarked on a search engine advertising program, maybe even SEO (Search Engine Optimization). Whether you’re doing this on your own or using an online marketing consulting firm, there are key points you need to become aware of. If you miss these, you won’t increase visitor conversions on your site.

What good is a Number 1 organic search engine ranking or AdWords ad listing, if you don’t have increased sales or if you don’t generate more sales leads?

Too often, we get so focused about the Internet marketing - the ads, the offer - that we don’t think the whole process through step-by-step and consider the experience our website visitors will be having.

If we did, we’d be thinking “big picture” and we would head off some of these potential problems before they occur.

Overcoming Your Website Visitors Anxiety

When people come to our website it’s natural for them to feel anxiety. After all, look at all the cr*p on the Internet today with all the “too-good-to-be-true” products and services being promoted.

But when you and I offer REAL products or services we have to overcome that concern, even if we’re treating our web site visitors fairly and not making outrageous claims.

So, how can you overcome these anxieties?

1. Offer more than a 1-page website.

Credible companies have multi-page websites, including Privacy Policy, Terms of Use, Customer Service, and About Us pages. They also have more than 1 page about their products or services.

I’m surprised by the number of 1-page websites I see from companies using infomercials to advertise their products. Often, they have the purchase form right on their home page (their only page) and just as often, their page isn’t secured for credit card ordering.

Websites that are only 1-page don’t seem credible. And having the purchase form right on the home page, comes across as very pushy!

Doesn’t this type of site seem all about the company and NOT about their customers? Why would we want to buy from that type of company? What kind of online marketing consulting firm did these companies use… or, did they even use one at all??

2. Next to any sign up or contact form buttons, clearly state that you don’t sell your customers’ private information and link to your Privacy Policy page as proof.

3. Effectively communicate what your “Value Proposition” is, also called your “Unique Selling Proposition”. If you don’t know why someone should buy your product or service versus your competitors’, now is the time to figure it out. And by the way, based on my experience, if you don’t already know this you’re not alone.

But our websites have to be about more than just us. They have to be about our visitors. What’s in it for THEM, to do business with us? What unique voids in the marketplace can we fill?

As a Small Business Owner, Personally Relate to Your Site Visitors and Communicate Directly With Them

People don’t buy from websites, they buy from people! So, how can you apply this fact to your own website?

1. For many small businesses and solo proprietorships, their web site text should speak to their visitors directly in first person.

This should be written from the voice of the Owner or President. They shouldn’t use third person, institutional-sounding language, getting rid of “we” and “our” - using “I” instead - speaking first person, in an actual conversation. Don’t try to sound like you’re Microsoft!

And while your at it, be careful about the overuse of words about you… Whether “I”, or those words, “we”, “our” or “us” are used.

Check out the WeWe Calculator (search Google for: wewe calculator). Make sure to concentrate on customer-focused words and NOT on just words about you or your company.

2. Include your picture on your webpages.

For a larger small business trying to make that personal connection with their website visitors, try the idea used by the nutritional supplement company Lumina (search Google for: Lumina Health contact us).

In this web page design, notice how Lumina gets you to relate to their customer service department. I still remember it was John I spoke with and that’s been over 1 year ago that I called them!

Again, people buy from other people, not from websites.

For us as small businesses, why should we sound large and pretend to be something we aren’t? And why should we run from our advantage of being small? For example: low overhead, friendly, personal service and accountability, among many other small business advantages.

Make Each Step in Your Marketing a Smooth Handoff from One Step to Another

Whether you’re using Google AdWords, SEO (Search Engine Optimization), or both, make sure your title and description matches the experience your website visitor will have when they come to your landing page.

Quite often when I’m coaching my small business owner clients or performing online marketing consulting, I find the wording for their organic listing or AdWords ad says one thing but their landing page says something that doesn’t sound the same.

This causes confusion in the best case scenario. In the worst case, it causes a lack of trust. Dangerous!

We should understand our products or services. And we know what we want our visitors to do on our site.

Our potential customers may not understand either. We need to think like them when we explain what we have to offer and how to use our website to take advantage of what we have to offer them.

And when “shifting” from one page to another, we need to hand-off from one page to another naturally and smoothly, like a car with a smooth automatic transmission.

Don’t advertise one offer in AdWords or organic search, only to have your landing page sound like it was written for another advertising offer. I see this problem a lot!

Often times, having an affordable online marketing consulting firm review what you’re doing can offer easy inexpensive fixes, which in turn can yield big improvements in your search engine advertising and SEO conversions.

Your Action Plan

Let’s review what we’ve talked about.

First, overcome visitors anxieties by offering a multi-page website which answers questions about your company and your services or products, while inspiring confidence in your company. Effectively communicate your Value Proposition.

Second, personally relate to your website visitors. Avoid using the wrong words that may put off your site visitors. Use your picture on your web pages.

Third, hand-off from one page on your website and one step in your selling process to another smoothly and naturally. We should understand what we want our site visitors to do, but they won’t unless we make the process really clear for them.

Whether your using an online marketing consulting firm or doing the work yourself, if you take these steps, your search engine optimization efforts and advertising or marketing plan will convert at a MUCH higher rate.

Marketing online since 2004, Paul Marshall can help you market on a budget. He’s an online marketing consulting expert offering marketing services and “d-i-y coaching”. You can learn more about Paul Marshall on his LinkedIn profile page and by visiting: Strategic Web Marketing
This article courtesy of SiteProNews.com

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