Who would’ve thought that the internet would play this big of a role in 2021? Even before the pandemic, the business had become largely done online. Digital marketing and online shopping are just a few business norms nowadays.
Which is precisely why you need to get your website to work for you. And why I’m going to give you some tips—business owner to business owner—on how to do it.
A Working Website … What’s The Point?
Why should your website be the one doing the heavy lifting for your business? I’ll give you a few reasons:
- Get in front of your audience (87% of shoppers start their product search online)
- Increase your sales (230.5 million shoppers are predicted to shop online in 2021)
- Show your customers who you really are (86% of Americans value business transparency)
If you’re ready to grow your business, consider putting a little more time and energy into your website.
Get Your Website To Work For You
So, how can you get in front of your audience, use your website to help increase sales (even if you don’t have an online shop), and show customers who you really are?
By establishing credibility, marketing, and building brand awareness, of course.
1. Establish Credibility
Establishing credibility is Step 1 of getting your site to work for you. Customers aren’t going to spend much time on your website or at your storefront if they don’t think you’re legitimate. And you know what that means—you risk losing a sale.
If you want to establish credibility, think about what makes you willing to trust a vendor, an investor, or even an employee. What do you look for? More than likely, you value consistency, transparency, and learning a little bit about them.
Consumers want the same thing out of your website.
You can help make your website a central hub for credibility by including an “About” section. Tell your website viewers a little bit about who you are, what your business does, and why you started it. Give them the rundown on your company’s history (the good and the bad). Trust me—it’ll boost your transparency efforts.
Another easy way to establish credibility is to be consistent. Of course, keep your story the same (which should be easy if you’re being transparent and authentic).
But I’m also talking about consistency as far as your style goes.
Use the same colours, visual styles, text, and writing style. Double-check all your content for errors (grammar and spelling, I’m talking about you). The more accurate your website information is, and the more pristine your pages look, the better.
Is your website one of your leading (if not the leading) marketing tools in your sales arsenal? If you want your website to work for you, it needs to be.
How can you get your website to do your marketing for you, you ask? First, get someone to produce and publish content on it. Your person (or people) operating “The great and powerful Oz,” if you will.
Start a blog. Share testimonials from happy customers. Show off your products or services. Give the people what they need to make an informed decision on buying from your business.
And if you want your hard work to be seen, you need to optimize each page so they show up in the SERPs (that’s code for the search engine results pages). That means incorporating popular and relevant keywords that people are typing into the search engine on your website pages. That way, when someone is searching for something online, they can easily find you.
3. Build Brand Awareness
Your marketing efforts might not work … yet. The first time a user pops onto your website, they might not add something to their shopping cart or head over to your brick-and-mortar that day. And maybe not even the second or third time.
Maybe they just want to read your blog or compare your offerings to another business. And that’s OK. The reason?
It’s helping you to build brand awareness. And whether you’re a small venture just getting off the ground or a company that’s been in business for eons, that’s enough.
Show website visitors who you are, why they should trust you (remember Step #1?), and what you can do for them … someday. Because as more people learn about who you are and what you do, your brand awareness grows.
And in a few weeks or months, when the user decides they do need what you offer, they’ll remember your brand name—if your website gets the job done.
Use each website visit as a chance to develop a relationship with the user. Gather contact information to keep in touch with users by offering things that are valuable to them. Consider providing a free guide or trial in exchange for their email address. Encourage users to subscribe to the blog you work so hard to update. Find out if they want to know about upcoming promotions and features, products, or services.
Take this opportunity to attract the leads that you can one day turn into customers. Or the leads who will turn their friends and family into customers…
…That’s how you get your website to work for you.