With this article we would like to make you understand that there is a big difference between having an effective website, that brings a concrete return on investment to your own business, and having one just to be online (because there are all online, you can’t be less).
Do you really need a website?
My answer will probably leave you baffled but …
No. You don’t necessarily need a website.
For example, if you have just opened your business and the finances do not allow you to invest immediately on a professional website, rather than present yourself online to your potential customers with a blindfold or think you can create a website yourself with some online tools (see this article where we talk about Wix), give up initially and do everything possible to make the investment as soon as possible: your business will surely get more profit from it. If, on the other hand, you already have an organized company structure, or you have the economic possibility of contacting a professional, my advice is to do it immediately.
Why a website is essential for your business
Do you know in the 80s and 90s, when companies to make themselves known made those terrible cold calls or sent their representatives from house to house to offer products? Yes I know, someone still does it today! Here … think about how you feel when it happens to you: they annoy you. Even if their product (or their offer) might interest you, you would slam the door in your face regardless, because:
- You don’t know them
- You have no time to waste
- They invaded your privacy to talk to you about something you don’t care about
That’s why your business needs an effective website: because if your potential customers are not guided through a cognitive process of what you do, will slam the door on you.
You can’t do like those door-to-door vendors, imposing the sale of your products to everyone without distinction, without first letting your audience know who you are, what you do, who you do it for and how you do it.
This cognitive process is called FUNNEL (click here to read what Wikipedia says), perhaps you have already heard about it in other marketing areas, and it is applicable (indeed … you should really apply it!) to your website too.
The effective website funnel
The public’s (and therefore potential customers) knowledge process of your business is divided into three very specific phases within the so-called funnel:
- AWARENESS : it is the highest and widest part of the funnel. In terms of a website, it translates into the simple existence of the website within the web, and therefore to the possibility of being found by potential customers who are looking online for a specific product / service also offered by your company. In this way, the public becomes aware of your existence, but still does not know who you are and how you could help him.
- CONSIDERATION: is the central part of the funnel. After developing the awareness of what exists on the market and how it is offered, the potential buyer compares the characteristics and prices of a limited number of products or brands.
- CONVERSION: it represents the final part of the funnel. It is the moment when the potential customer becomes a real customer, choosing to buy your product / service from all those he had considered. On the website, a conversion can be the direct purchase from e-commerce or the compilation of a data format in order to be contacted.
How to really make a website work
Before even designing your effective website, you should stop for a moment and ask yourself questions related to your business, so that you can create a site that is able to perfectly tell what you do to the right people.
As with any project, even a website must have foundations on which to work in order to achieve the final goal.
The basics of effective website
So what are the questions you need to ask yourself?
- Which is your market niche: who are your potential buyers?What people is your product / service aimed at? In this way you will find the right tone of voice to use in the texts and the most important information to report.
- What can your business do for your market niche? How can you solve that particular problem / need of your potential buyers?
- How can your business help that particular niche? In other words, what are the services / products offered and why should the public choose yours and not those of your competitors?
- CTA (Call to Action): what do you want the potential buyer to do once he arrives on your site and understands that your product is for him? Do you want me to contact you on the phone or send you an email? Let them know with a CTA!
- Do you have case studies to present to your potential buyers? JUST DO IT! Insert them on your site as proof of your work (NB: I’m not talking about reviews)
Do not start immediately like a rocket: take a nice blank sheet of paper and above all cut out a few hours of time where you can safely make up your mind and rearrange ideas.
Try to follow the pattern we described above and answer all the questions; fill that sheet well (you will see that they will become sheets!) and then ….
See you at the next episode, where we will explain, in practice, how to structure an effective website!