Why is no one visiting your site?
Why have sales not increased since the launch?
You heeded the counsel that in this day and age you’ve gotta have a website if you want your company or business to succeed — so you got one. The results (as you have now painfully seen) are not what you expected.
Literally billions of websites exist on the web today and many have concluded that the answer to getting more traffic is optimization. Mark Schaefer (A Website Marketing Consultant) points out an interesting trend…
“The first digital revolution occurred at the dawn of the web in the late 1990s when companies like AOL, Netscape, and Prodigy shook up the nascent Internet. Your business priority was simply getting out there and establishing a website. So the dawn of the Internet created a business focus on PRESENCE. Once you had a site, it needed to be found. Enabled by companies like Alta Vista and ultimately Google, by the late 1990s your business priority turned to search engine optimization (and a $ 30 billion industry was created!). An emphasis on DISCOVERY was the priority for the second digital revolution. Today, we’re firmly in the third digital revolution, which has been enabled by social media and mobile technology. Your business goal in this phase is UTILITY— to help and serve people at their point of need (1)”
Search Engine Optimization remains vital to an explosive online presence, but that isn’t all. Two things have to be done to ensure that your website doesn’t just exist and is simply “discovered”, but brings you results.
1. Don’t just be present. Stand Out.
- Make it clean.
Before I wrote web copy, I was a Pastor of a small church in Tyler, TX. We had groups that met for Bible study and fellowship on a regular basis. On occasion, you walk into someone’s home and you see something that doesn’t belong. Maybe there were laundry piles on the living room couch or yesterday’s pizza box sitting on the coffee table.
Now we are all guilty of not being “tidy” enough, but when people see chaos, they immediately begin to project the mess of the home onto the owner. It is second nature.
Same with a website. When you visit a site and there is clutter everywhere — testimony boxes randomly placed, photos jumbled up and outdated — all these make you wonder, “Are they for real?”. They don’t stay long and you can’t blame them, right?
- Make it modern
By modern I don’t just mean “with a modern theme” but up-to-date. Make it look like you are still alive and in business. Some templates were great back in the ’70s, but don’t be a “web hippie”. Make sure that your site looks attended to and is done in such a fashion that is in line with how sites in this millennium appear.
You don’t have to be super creative either. Some of the most successful sites have embraced the “less is more” concept and are getting mad traffic on a daily basis.
2. Copy Is Key.
It’s the words that will make your website a success. Everything else is just support content. Being able to write good copy is of enormous value to you as a business. I have surfed the web and it seems like 9 out of 10 websites have no storyline built into them.
Most sites focus on you, the business, and not the reader. They are “info-based”: “We do ____”, “We are _____”, “We have the best _____”.
Who the ____ cares???
The hero of your website is NEVER you. It is the reader and his problems. His world needs to fly off the page and smack him the face. Writing good web copy is like telling a story and your reader is the main character. People scan sites; they don’t read them, so it needs to be brief, clear, and to the point.
Make sure and tell them what you want them to do. Give them a call to action. Your site is an unfinished story and your viewers have to write the ending.
Not everyone has seen your site yet, so if I were you, I would give it another look and get dressed because company is coming.
1. Schaefer, Mark (2015-03-11). The Content Code: Six essential strategies to ignite your content, your marketing, and your business (pp. 10-11).