Is Your Website Getting The Results You Want?
Think about this for a minute: if you turned off your website tomorrow would it be detrimental to your business? Would it shut off a rich source of customer enquiries? Would it jeopardise the pipeline full of prospective customers you’ve built up? Would your profits suffer?
If you’re like most business website owners in Australia, shutting down your website would have no detrimental effect whatsoever. That’s because most business websites simply don’t work.
They don’t generate any customer enquiries. They don’t help convert prospects into buyers. They don’t add to the bottom line in any way.
Here are the brutal facts about the failure of business websites: According to a report by Sensis on small to medium business websites:
- Only 10.4% of sites delivered additional sales, orders, bookings and customers, and
- Only 8.5% produced an increase in enquiries.
What this means is only one in 10 websites delivers a profit-generating benefit to the business. In other words, 90% of websites just sit there and do nothing! That’s right: no enquiries… no new customers… absolutely nothing.
If this sounds like your website you’ve got two choices:
1. Ignore the situation and struggle on, or
2. Take some inspired action to fix your “do-nothing” website and enjoy the increased customer enquiries, improved sales and additional profits that a good business website brings.
If you’re up for option number two here are my top 10 tactics for rapidly and cost-effectively improving your website results.
If you want to create a stream of targeted customer enquiries, turn browsers into prospects and prospects into customers, and boost sales and your bottom line, then make the following 10 improvements your first priority when you update your website:
1. Build Your Website Around Your Most Wanted Response
The single most important element of your website is the “most wanted response”.
The term “most wanted response” or MWR was coined by e-commerce guru Ken Evoy. It refers to the one action you most want website visitors to do. Examples of MWRs include order a product, subscribe to an e-newsletter, call you to arrange a consultation, fill out a form, or send you an email.
Determining your MWR should be the very first task when you plan your website. Just ask yourself, “What is the ONE thing I want my website visitors to do?” You need to be very clear on this. Once you’ve set your MWR you should design your entire site around encouraging visitors to take that one action.
For some companies making a direct sale from their website is their MWR. Especially if they’re selling products that are commonly bought online such as computer hardware and software, travel and accommodation, clothing and accessories, or information products.
However, most businesses don’t want to make sales online. The goal of most business websites is to generate customer enquiries and/or qualified leads that the sales team can follow up.
Ideally you’d love people to pick up the phone and be ready to buy after they’re viewed your website. And this can happen for some businesses (plumbers and pool cleaners for example).
But many buyers use the web to research purchases they plan to make in the future. Usually these buyers aren’t ready to pick up the phone straight away. But they’re often willing to exchange their email address for some useful information.
In this case you should encourage visitors to register their contact details in exchange for a valuable freebie such as a report, newsletter or trial. Once you have prospective customers’ email addresses, you can follow them up to maximise sales conversions.
No matter whether it’s sales, enquiries or sign-ups, a well thought out MWR is the NUMBER ONE tactic for creating a profitable website.