We all have responsibilities, whether it is to our family, financial institutions, the community in which we live or even to ourselves, living life according to the personal ethics we have chosen. Your website also must live up to the obligations you deemed necessary from its initial launch. As time marches on, many businesses lose sight as to the importance of their online presence. I’m not talking about how active your company is on social media or how frequently you blog, rather, I’m referring to the duty your website has to lead your audience to actually choose, and then purchase your product.
The Six Responsibilities Of Your Website
1.) Your Website Must Be Found On Google
The Internet has definitely been a game changer in the world of marketing your business. Every builder understands they have to be online in order to compete, but it’s so much more involved than simply having a stylish website. Your business must be found on the first page of Google search results—or you may as well not even have a website at all! SEO (Search Engine Optimization) is the most crucial aspect to your business’ online visibility. Does that seem like a bold statement? Ask yourself this question: when you are searching for a product or service online, how often do you find yourself navigating beyond page one?
2.) It’s Imperative Your Website Immediately Grabs The Audience’s Attention
You may think showing up on the first page of search engine results is all it takes to convert viewers into customers, but it’s more involved than that! In today’s society, your audience has a very short attention span, and it seems to get shorter and shorter by the minute. You must grab the viewer’s attention right out of the gate—from their first click— or risk never seeing them again! Yes, it can be difficult to immediately capture the imagination and curiosity of your prospects. This is both a skill as well as an art that can’t be taken lightly. Here at Power Marketing we know precisely how to intrigue your audience from their very first visit.
3.) Is Your Site Able To Present Your Product Intuitively?
If you’ve read my recent article regarding how it is now practically a requirement that your website is mobile friendly, then you understand part of what I mean by the term intuitive. The key word in that last sentence was “part”; there’s more involved in a great website that a sleek user interface easily viewed on laptops, tablets and cell phones. There’s an old
industry saying I wish I could take credit for that involves a gorilla—yes, you read that right, a gorilla— visiting your website. Why is this large, potentially scary ape there? He’s looking for a banana of course! Well, you want to make darn sure he finds that banana or he’s not going to be very happy. Make certain you give your audience what they’re looking for in as few clicks as possible. If you force them to go on a treasure hunt for the information they’re seeking, believe me, they’re going to quickly lose interest and turn to your competitors.
4.) To Avoid Being Eliminated Your Site Must Nurture Audience Attention
I’ve said it before and I’ll say it again—prospects go online not to select, but rather, to eliminate builders! There is plenty of competition out there, and your audience needs to whittle down the choices. If you’re website isn’t up to snuff, chock full of engaging content, beautiful images and easy to find floor plans, you’re just not going to make the cut! You have to nurture your audience or risk elimination.
5.) Capture Your Visitor’s Information
The goal of your audience (to find the banana from the example above) is different than yours. That’s ok, we have to put their best interests first, but that’s not to say we can’t look out for ourselves as well. Your goal should always be to keep your audience interested, and the only true way to do that is to know who they are. Offer them an incentive to provide their contact information, this way you can market to them after they have left your site, and, they’ve given you permission to do so. Which leads us to our next point…
6.) Initiate Your Marketing Automatically
Now that you have your viewer’s name and email address, it’s important to utilize that information judiciously. With great power comes great responsibility, and now the onus is on you to put them both to good work. Contact your prospects and provide them with valuable, engaging content, keeping your business fresh in their mind. You may be thinking that this sounds like a lot of work, but with our Easy LeadLocker service, not only is this technique totally automated, it’s incredibly affordable as well!
Seems like your website has a lot on its shoulders? Well, that’s because it does! It is definitely a lot to grasp, especially if marketing isn’t your specialized field. Fortunately, we’re able to help! If you feel your website isn’t living up to it’s responsibilities just give me a call and I will be happy to discuss how we can hold your site’s feet to the fire! Call me directly at 240.420.6343 and let’s start the conversation.
Scott Stroud
Business Development Manager
