1. A marketer isn’t in charge of the process
Websites are online real estate. They’re a person’s first online impression of your company, your brand. They should also be increasing in value so long as you’re playing your cards right.
A website isn’t a coder’s job; it’s a marketer’s job.
When it’s time to build your site, revamp it, or redesign it, you absolutely must enlist the help of someone who understands marketing and SEO. What good will your website be if there is no traffic, no funnel, and no sales?
How to make sure a marketer is in charge
• Hire an agency or person who talks about the RESULTS their work has created. 9 times out of 10 a person who only understands development will talk about techy stuff. Like how good they are with WordPress and widgets and plugins.
A RESULTS driven person will articulate results. Like, “The last website we built is ranking 1st in Google for its target keywords and has a blog that already has 5k subscribers.”
• Developers can be marketers too! This is a win-win. If they’re a marketer, they’ll articulate results as I mentioned above.
2. A writer didn’t write it
Writing is hard and time-consuming. We all write more than ever these days. We text, we email, we snap and post on social networks.
But, writing for the purpose of selling things is a fine art.
It takes years of experience to write effective sales copy, and your website will convert MUCH BETTER if it’s filled with excellent copy.
How to find a great writer
• Use LinkedIn and do a search “copywriter + your location” or “copywriter + your niche or industry”
• Ask for a referral – many digital agencies partner with good writers
• Put a job ad on these sites: Problogger or Mediabistro
• Take a look at a writer’s previous work, ask for references, and make sure they’ve written their fair share of web copy! Make sure that your potential writer can tell you about RESULTS they’ve created. i.e. “My copy helped drive 50% more sales through this website!”
3. There’s no effective call-to-action
Your website has three jobs:
1. To inform your visitors of what you or your product is/does
2. To drive traffic through SEO
3. To convert traffic into customers
Your website will funnel visitors into customers through the use of effective CTAs or call-to-action. CTAs are usually buttons or links, enticing your prospects to click.
Here are some examples of CTAs:
You can’t convert traffic if you don’t have your CTAs (call-to-action) right. Several folks will be involved in getting your CTAs how and where they need to be:
• Designers and developers have got to know how and where to place these
• Writers have got to write words that entice people to click
• Marketers have got to A/B test and optimize this whole process, meaning, you should test different placement, language, button colors, etc. for your CTAs
Make sure that the team or person you’re working with understands the importance of A/B testing. A/B testing means that you test 2 versions of a page at the same time. Using analytics tools like Google Analytics or Mixpanel, you’ll find which version of the site (either A or B) performs best.
Something like this:
You should only ever A/B test one thing at a time. For example, if you’re going to test the placement of your call-to-action, then only test the placement. Do not also test the wording or colors, etc.
Just like we learned in 8th-grade science class – you should only ever change one variable.
4. You didn’t validate your idea first
Is your business a new idea? Some sort of tech or service product that’s not really been done? Or maybe, there’s not much competition like it?
That’s great! But, it means you’re going to have to educate your potential prospects as they won’t immediately understand what you’re offering.
For example, if you’ve created a new platform online where lawyers can learn how to grow their business, that’s great, but you might need to explain this product to lawyers who could potentially subscribe to your online course.
On the other hand, if you’re launching a new law practice, there’s not really much explaining you’ll need to do as people are familiar with what it means to have an attorney.
If you’re entering a market with little or no competition – you need to make sure that your business idea is going to bring in money. Don’t waste precious resources (like money!) on a website or other materials if you haven’t made sure people will pay for it.
How to validate your idea
The only way to validate a business idea is to get people to pay for it. Getting people to sign up for a trial, to sign up for an email list, etc. are not true forms of validation. Those are merely forms of interest.
• Find a way to start small
For example: If we’re going to launch that online course we talked about before, the one that teaches lawyers to grow a private practice – we can start by posting content on a parent site like Patreon or Teachable. These sites are low cost or no cost, and we can ask prospects to pay subscriptions to view our content. This is a no-brainer – instead of building out your own online platform before you’ve got paying customers.
• Find a market
If there isn’t a market for your product/services, then you won’t have a business. Part of validating an idea is to find product-market fit.
5. You’re being cheap
You get what you pay for.
If you go on Upwork and choose the cheapest designer or developer you can find, do you think they are going to understand everything above that we’ve mentioned? Chances are slim.
Your website is likely to be the #1 source of your new business. Whether a prospect lands there after finding you in a Google search, or if a referred prospect decides to check you out before giving you a call – your web presence is an incredible investment opportunity.
How to get the most for your money
• Using freelance sites can be dicey if you’re focused on finding the lowest cost
• Developers and designers can cost anywhere from X to X. Do your homework, if you’re going to use just one person and not a team, make sure that one person knows marketing and SEO!
• When it comes to writing, more experienced writers charge more but writing makes a world of difference in your revenue since Google’s latest algorithms mean you can’t rank in search results without top-quality writing. A good writer is going to cost between $100-200 per page of web copy.
When it comes to your website, don’t skimp! It’s driving your new business, it’s funneling revenue, it’s getting you ranked, and it’s a prospect’s first impression.
Stay focused on the end goal: converting visitors to customers. And make sure the team or person that’s building your website is focused on that same end goal.
What other steps have you taken to ensure your website is doing its job and bringing in business?