Your website is your number one piece of sales collateral. It is working for you 24/7/365 (if it isn’t time to find a new hosting company!). But what does that mean? What are your prospective clients looking for when reviewing your site?
Your prospects are using your site to judge your business. They are making a number of decisions as they browse the site. I encourage my clients to think of each of these as a “mini-conversion” in a prospect’s decision-making process.
To get the most out of our website, you need to review it and ask yourself:
- Does it pass the 5-second test? Does it look professional, current, industry appropriate? Do we look like a legitimate business?
- Does it quickly answer the question “am I in the right place?” This is typically a combination of a few questions such as “does this company offer what I need,” and “for people like me/companies like mine?”
- Does it show (not just tell, but show) that you are good? That your prospective client will be in good hands if they choose you?
- What’s next? Is there an inviting, actionable next step? If you get this far, it would be a shame to wind up on that short list of “I’ll have to remember this one.”
When everything is in alignment, this can lead to the big Kahuna of conversion.
Objectivity is hard
Business owners are often too close to their business to clearly see the website, or too familiar with the site to make accurate judgments. For example, yesterday I spoke with a gentleman who had a very good looking, professional, current, industry appropriate site. One of the first things he told me was “I know my site looks bad.” It wasn’t the case – he was just bored after looking at it each day for the last year.
Stay objective, look for substance over style, and don’t be afraid to ask for help. Sometimes an objective third-party can help with these assessments – ask a friend, a family member, or a professional like me.
Tell me your experience
Have you done a self-assessment of your website? Did you like what you found? Have you helped friends/family members/colleagues with an assessment of their site? How’d that go?