Are you emotionally attached to your website? Most website owners are, and rightly so. Your website is not just a portal for your products and services, it also tells the world of who you are and what you do.
I remember catching up with a client who was so proud of his website that he took all my suggestions as criticism, and got very defensive. Getting prickly about constructive criticism, especially for something as vital as your website, is counter-intuitive to the success of your business online.
You can’t afford an ego in business
As a business owner, it’s important not to get emotionally attached to your website. Be objective. In fact, do yourself a favour, and be brutal. Hate your website!
Remember that your website is usually the first thing a client will see when looking for your business. And with that in mind, here are a few things to think about to make your website more effective.
Most of the people who visit your website will already know who you are. What those people are looking for is how to get in touch with you. Whether it’s your storefront, office, or phone number, these need to be immediately accessible from your homepage.
People will only stay on your website if you’re offering what they’re looking for. It’s a waste of time raising your SEO google ranking if those visitors end up on your website and can’t figure out what your services are.[box color=”gray” icon=”info”]Example 1: Someone who’s looking for a photographer doesn’t want to see pages of endless texts. They don’t want to read about how reliable you say you are or how long you’ve been in business, and they don’t care who your previous clients were. The most important thing they care about is “can you take beautiful photos for my special occasion”. That’s why it makes sense to showcase your best photos first.[/box] [box color=”gray” icon=”info”]Example 2: If you’re an accountant, do you specialize in taking care of day to day accounting so the business owner doesn’t have to worry about it, or do you specialize in tax law for medium sized businesses? The first accountant will need to relate to his potential client’s pain of dealing with an “unnecessary evil”. The second accountant will need to communicate their reliability, stability, knowledge and ability to handle large clients. Those are two different messages that will be conveyed differently on their respective websites.[/box]
Does each of your webpage have a purpose? I don’t just mean “this is the about us page, this is the contact us page” I mean, figure out how they got to that page, and where they should go from there. It’s your task to guide them through your site.
Figure out the main Call To Action (CTA) that you want a visitor to take. Do you want them to sign up to a newsletter, purchase a product, send you an email or give you a call? Once you have that figured out, make sure that CTA is on every page of your website.
The last thing you want is for someone to end up on your homepage, not know what to do next, and move on to your competitors.
Finally, remember that your website is not for you, it’s for your potential clients. You want to make it as easy and as comfortable an experience as possible. After all, it’s the first point of contact they have with you and your business.