The internet presents a double-edged sword to the business community. Getting your website to work for your business may be easier than it sounds. Download my free ebook for five easy fixes.
The web offers business owners unlimited opportunities to connect with new clients and better serve existing ones. It also inundates us with an enormous amount of information, white noise, and distraction.
Many business owners may become distracted and overwhelmed by the possibilities of doing business online. It is true that the internet is a game changing tool for collecting leads, attracting customers, growing a business, finding staff, providing awesome customer service, and building communities.
It is also true that many of our online ventures don’t succeed the way we initially envisioned.
Striking a balance: Making the internet work for you
How to balance on the edge of that figurative sword? Getting the web to work for your business is not as difficult as it sounds—it takes cutting through the static by setting specific goals that are actionable, measurable and realistic.
Taking some actionable steps can make a real difference to how your website is performing for your business.
Here are two steps you can take to get the needle moving in the right direction.
Use SMART Goals
The concept of goals that are SMART—specific, measurable, actionable, realistic and time-bound—has been around for decades and has helped businesses and individuals increase productivity and stay focused.
SMART goals have enjoyed a resurgence because they work so well with the internet. The web allows us to measure and track most of what we do.
Let’s focus first on getting specific about goals because that is usually the hardest part of the process.
Ask yourself this question:
If you could have 10 new clients today, but they all had to be a clone of one of your existing clients, who would that existing client be?
The best way to find that client is to identify the one whom you would genuinely like to have more of—the one who is the most profitable, gives you the least amount of grief, is a joy to work with, refers new business to you, and who pays on time.
Once you have identified this client, ask yourself what industry they work in, the size of the business, their turnover, what kind of products and services they offer, how many staff they have, what their business aspirations are, and what value YOU offer the relationship.
Now visit your website and read all the pages, view all the images, and work your way through the site as if you were your #1 client. Imagine that this website has been built specifically for you.
Ask yourself these questions:
• Does the language used on the website resonate with you?
• Are the images engaging view?
• Is the information relevant and interesting?
Your website should be built for your #1 client. This concept is usually difficult to execute because we are afraid of potentially losing other clients. However, if we have identified who our#1 client is, doesn’t it make sense to then focus on just attracting more of them?
List all the changes to the text and images you need to make on your website so that it appeals to your number one client.
Get visitors to take action
Have you ever been in a clothing store when the shop assistant asked you if you’d like to join their VIP club to receive a discount? Some of us join; most of us don’t. But when was the last time you walked into a clothing boutique and asked them if you could join their VIP club? Most likely, never. The point is: if you don’t ask, you don’t get.
Most websites fail to achieve a measurable goal for the business because they fail to ask the user to take action. If the goal of your website is to encourage potential new clients to pick up the phone or email you with an inquiry, then you need to be explicit about asking them to take that action.
Identify the action you want your website visitors to take and make sure it is clear and obvious on every page throughout your site.