Does your website drive new business to your firm? The key to powerful websites isn’t so much what they look like, but what visitors do when they arrive at these sites. The number of site visitors you have is meaningless if you aren’t able to get them to do more.
Here are three quick tips to fix your website and help drive more qualified prospects to you from your website.
1. Focus on creating simple navigation. Lead people exactly where you want them to go and keep it easy and clear. What do you want people to learn about your firm on your website? If you had to pick just one thing, what would it be? You will want to make sure that it is easy for site visitors to discover that one thing.
Take a look at how your navigation is set up, and make adjustments accordingly. For instance, a popular website page is often titled, “What Makes Us Unique.” To ensure it is found by quick-looking visitors, the navigation for this page should be prominent in your top navigation bar. You can place a link to this critical page below in a larger box or callout to make sure it is seen.
2. Shorten your website messaging. Your content needs to be concise, to-the-point and directed to your target market. Many websites have a general appeal to anyone and everyone that could buy what they have. A financial advisor’s website may state that they “serve individuals, families and businesses.” This is basically everyone in the entire world. So, who are you targeting, and if they come to your website will they know they are in the right place immediately?
For instance, I recently saw a callout box on a home page saying, “ALREADY IN RETIREMENT? Click Here.” If you are working with those who have already retired, they know they are in the right place when they see that.
3. Add a call to action to engage your visitors. Offer your visitors something of value to them, something that gets them to find out more or contact you. Develop an offer for a free report, white paper or webinar that would be of value and interest to your target market. Create something they want or need. For instance, “The 5 Things You Need To Know Before Taking Social Security.” Ask for their email address in order for them to download the information, and then send them a series of emails sharing more value, and explain what you do for your clients. Get them interested in you by being interesting to them.
Quick fixes may not transform your entire website, but they certainly will help make your website and home page more enticing to visitors.
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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com.