I know most of you have put a lot of time and work into your website. Either you wrote or worked with someone to write the content. You found stock photos or hired a photographer to take photos. You also used a type of website platform like Squarespace or WordPress to build your website on. Not sure which website platform to use?
Now what? How do you know if your website is working for you and putting the best version of your business out there? Here are some checkpoints to help test if you are getting the most of your website:
1) Is your home page telling clients what to do?
I would like you to do a little test. Ask a few colleagues to pull up your website on their desktop and on their phone. Next, ask them what’s the main call to action on the home page? Get feedback and see if there’s any confusion or if they aren’t sure what to do.
This exercise is a great way to see:
*If your home page is too complicated. We want any directions and calls to action to be straightforward and simple.
*It’s obvious what your customers must to do take action. An example of this is simply a button that says “Sign Up Now” and goes to the Contact page where the customer then fills out a form.
2) Are your “Call to Actions” standing out and telling people what to do?
Pay attention to the color of the call to action buttons on your home page and other pages. For example, if your site is mainly blue or light blue, you will want to use a nice contrasting color such yellow or orange that accents your color palette, while still standing out.
Color pays a large role here and don’t be afraid to play with it, it motivates and grabs your clients’ attention and says “Click here!”
Don’t discount what the buttons should say as well, actions such as “Get a quote,” “Schedule an appointment,” or “Open an account” are all great action phrases. As a tip, the text on the button should begin with a verb. Otherwise it’s not a call to action, just a button with some text on it.
Another effective approach is using the WYLTIWLT (Wilty Wilt) test. The way this test works is to say the words on the button and they must make sense with these two phrases “Would you like to…?” “I would like to…” (where the user speaks).” This test should help you create great calls-to-action. Take a look at other websites such as Facebook that use buttons with verbs and they will definitely pass the test.
3) Don’t forget to list individual pages for each partner or team member
The About and Team pages are usually the 2nd most viewed pages, with the home page being 1st. People want to know, like and trust you before they buy from you. It’s critical to let your clients know who is running the business and what your culture is like. People like doing business with people when they know what they look like, so don’t hide. Be sure to put up professional, realistic photos!
Having individual team pages can also give you a leg up and help your website to rank in search engines when people search for specific names. It’s ok to have all of your team members on one page, but make sure that you can click on their photo and name and be taken to an individual page.
4) Make your contact info visible
Make it simple for your clients to contact you, whether that’s by phone, in person, or through an email/online contact form. If clients can’t find this information then they will leave!
- Phone Number – Make sure your phone number is big, easy-to-read, and on every page. Don’t forget to use the click-to-call coding to make calling easier on mobile devices, most web designers can easily set this up.
- Address – Your physical address verifies that clients are viewing a local company, which is often the result of a search. Some people are on your website, just to find your address. Make sure this information is easy to find and read, we suggest placing this info in your footer, an easy place to find it.
- Contact Form – When clients are looking to connect with you after hours, a contact form is the best method. Contact forms should be short, 5 fields and easy to fill out. We recommend this form be on your main contact page.
5) Contact forms – why they excel over a simple email address
If you’re interested in collecting any kind of data and tracking conversions, we recommend a contact form. This way you can set up goals in your analytics and track where your conversions are coming from.
In addition to tracking conversions, it’s easier for most folks to fill out a contact form. When you only have an email address on your website, it opens up whatever default email program is on your computer and can create a frustrating user experience. It also opens you up to lots of spamming and scamming.
Another perk to using a contact form is knowing that your message was received and you can set the title of the email you receive, noting it was from your website’s contact form.
As a quick review, here’s how you know if your website is working for you:
- Is your home page telling clients what to and is it simple and straightforward?
- Are your “Call to Actions” standing out and telling people what to do?
- Don’t forget to list individual pages for each partner or team member
- Make your contact info visible
- Contact forms – why they excel over a simple email addresses
If you have any questions or need some insight on making improvements or building a new or redesigned website, please contact us, we’d love to help!