This is the first in a series of posts regarding creating a more worthwhile and profitable website for your company.
What is your website for:
There are two main types of business websites. The first is a flat brochure style website, showcasing the best your organisation has to offer, it can include some testimonials and will have clear calls to action. The other is a site that engages visitors and generates leads. It attracts interest and offers solutions and advice to visitors initiating a relationship.
Your website is the hub of business communication and the home of all of your valuable content. It’s critical that the look, feel and tone of voice are reflective of all that your organisation stands for and the products/services you offer. The traffic driven to your site will have been directed from all areas so it is important to make sure your website has a strong and clear identity.
Although your website is about you and your business it needs to be written and designed from the customer’s point of view, so instead of writing about ‘what we do’ focus on ‘ here’s how we can help you’.
The content on your website, as well as that posted in social media or shared on others blogs is all integral to your brand. It is there fundamentally to engage and inspire. To endorse your expertise in a sector, to help build trust and to get customers inspired and enthused about you. Smart and cleverly produced content will encourage customers to talk about you and will ensure that you are front of mind when they are ready to make a purchasing decision.
A good website with well constructed editorial will pull in leads and convert them to sales.
The 3 main objectives of a content focused business website?
1. To attract potential customers and retain existing ones
2. To navigate them to the most relevant areas of the site, and
3. To engage prospects and start to build a relationship with them.
In the next post we will look at the key elements that make a smarter business website.
It costs 6-7 times more to acquire a new customer than to retain an existing one – Bain & Co.
On average, a company loses between 10% – 30% of its customers every year – McKinsey
The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics
A dissatisfied customer will tell between 9-1 5 people about their experience. Around 13% of dissatisfied customers tell more than 20 people – White House Office of Consumer Affairs