Ask yourself this question:
Do I give my customers legitimate reasons to use our website?
Before you answer that let me explain the importance of giving them reasons to use the website. Your customer may not be ready to move forward with you at your pace. They don’t want to be rushed. And you don’t want to push too hard.
A well-designed website can keep your customers engaged while feeling more in control. They can get the information they need to feel more confident and less pressured to take the next step. (The next step may be buying. Perhaps it could be requesting an estimate, booking an appointment, or getting samples. These actions could be online or offline.) You’re less pressured because you know they’re more motivated.
Now back to my question. Can you give your customers (or prospects) specific reasons like you’ll find in these examples?
- “We’re closed on Sundays but you can order online at any time.”
- “Go online to join our birthday club and get a free car wash.”
- “Website members get advanced notice of special offers.”
- “We have video demonstrations on how to use many of our products.”
- “You can download our new patient packet to complete before your first appointment.”
- “Get patient education materials pertaining to your condition.”
- “You can check our product selection and prices.”
- “You can download worksheets and fun learning games to play with your kids at home.”
- “Read about how other customers have used our product to remove clothing stains.”
- “You can download our carryout menu.”
- “We have an online suggestion box where you can share your ideas to improve our products.”
- “You can share your feedback on our products and company.”
- “Our contact page has a map that can give you driving directions from your location.”
- “Our website is mobile-friendly so it’s easy to use when you’re away from your desk.”
- “Read our no-nonsense return policy.”
- “Sign up online for our newsletter. It’s full of tips and short articles featuring new products.”
- “You can look at our past newsletters if you’re not sure about subscribing.”
- “See photos of other basements we have remodeled.”
- “Our cost estimator allows helps you figure out a budget.”
- “New cheese recipes every week on our blog.”
- “Download our mobile app. Makes it easy to check out homes that match your requirements.”
- “Our blog has tips on staging your home so it sells quicker.”
Others might include… a buyer’s guide, product comparison charts, selection guides, recipes, giveaways, contests, games, a calendar of upcoming events. — You get the idea. Just be sure that you pick the right features and explain how they benefit the customer — not how they serve your need.
If you do not (or cannot) give specific reasons like these examples, then you need to figure out why. Perhaps one of the following explanations for this will apply to your situation.
- You are not familiar with the site yourself or you’re not sure how it actually adds value for your customers.
- You assume that they know about the website and should be able to see the benefit for themselves.
- You realize that the site is not as good as it should be so you’re reluctant to promote it.
Whatever the reason for not promoting your website, you need to spring into action.
- Familiarize yourself with what’s on your website and what’s not. Ask yourself how easy is it for your customers to understand. Is it easy for them to navigate and locate the information they seek? (Better yet, follow up by asking some trusted customers for feedback.)
- Is your website up to date? Do you add fresh content regularly? Is it accurate? Complete? Well written? If not, you need a strategy to rectify the situation.
- Do you feel that your website would indeed be beneficial for your customers to use? If so, check out the bullet points above again. Or add your own statements of features that would appeal to them. Start practicing the delivery of such statements.
If your customers find that using the website is not a good experience they will simply abandon it quickly. And depending on other contributing factors, it may give them a bad feeling about your business altogether.
You may not be happy when the result is that they take their business to a competitor. But if you understand the role of your website in their reasons to consider going elsewhere, you should be happy to know you can do something about it. And none of these require you to have any technical expertise!!! Just make it a priority!