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Cassie McBlane
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Good things come in small packages, I say.
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Your website is your business. Or is it?

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Your website is your business. Or is it?

Too often, businesses fall into the trap of neglecting their site due to their belief that as long as they have a presence, their digital marketing efforts will cure the rest. This could not be further from the truth.

Your website should reflect your brand, your message and your marketing proposition.

Can you look at your website and honestly say, “This is my digital showroom?” If you can – FANTASTIC! If not, why not?

How often have you changed your business cards, signage or reception desk to alter the way your potential clients feel about you? You should place the same priority on updating and changing your website. The digital landscape is evolving rapidly – make sure your digital presence evolves with it.

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Your website reflects how you choose to sell

How do you want your clients to interact with your site? Do you give them what THEY need? Does your site answer their questions? Do you minimise their concerns? Do you give them a reason to call you? Would you call you?

We need to recognise that most visitors will not contact you to ask questions or give you an opportunity to assess their needs and sell to them. Your site needs to take care of the initial stages of the sale.

Does your website cater for your client? If you consider the person who needs your product or service, have you ensured that your website appeals to them? Is there anything that would stop them engaging your business?

We live in an age of information, so lack of information can hurt the bottom line. Take every opportunity to educate your potential clients and start turning visits into leads and enquiries by following three simple steps:

  1. Inform your visitors of the process: how are you going to work with them or provide them with a valuable product?
  2. Calls to action: give them 3 REAL reasons to call you. Experience, guarantees or incentives.
  3. Make enquiries easy: do away with unnecessary fields in enquiry forms. Name, contact details and a brief message is adequate.

Converting a click into a lead is the job of the website. Time and time again we hear clients say, “We have that information on this page”.

Hidden information is useless – if a tree falls with no one to hear it, does it make a sound? Or, if your message is displayed so obscurely that no one reads it, does it make a sale? The answer is NO. Limit clicks, increase conversions.

If I am browsing your site, I have a need or a problem. It is your job to make sure your service that need or solve that problem with as little effort from me as possible.

Consider the questions in this article, and reflect honestly. Even better, ask your friends, family, SEO provider, cleaner, waiter or anyone who will listen. Ask them to be brutal and take on all feedback. Anyone prepared to give you their feedback obviously cares – Your lost clients will not be so kind.

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By Cassie McBlane


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