When it comes to websites, a coaching client gave me a perfect word picture. He said, “You should design your website like a magnet. It’s a magnet that draws in your customers.” He’s right; the better your website, the more leads you’ll attract.
There are two steps to attracting leads. The first step is being known; they can’t call you if they don’t know you exist. Websites need Search Engine Optimization. SEO means having the correct info on your website so when someone in your area searches for the type of services you provide, your website is near the top of the list.
The second step in attracting leads is having the right information on the website so they are interested enough to call or send a note. They won’t become a lead until they’re interested enough to contact you. In website marketing parlance, it’s called a conversion: you’re converting your visitors into potential customers.
There are many website designers who promise a website that will place your company at the top of the rankings on almost any search engine. You’ll pay good money for the website and pitch in a monthly fee for SEO services, then discover they also want you to invest in Google AdWords. In the meantime, you wait for calls to come in. I spoke recently with a new coaching client who told me he went down this path and had a whopping four leads in two years.
Oftentimes, the problem is that the website designer is focused on making your website beautiful. Many of them are talented artists and graphic designers, but your website needs to be functional more than it needs to be beautiful.
If your website isn’t pulling in leads, and you should be able to get three to five leads a week from your website, then you’re losing business. It’s time for a change, but you need to know where the problem is. Are they not finding you, or are they visiting your website and not calling?
Make sure you have Google Analytics installed. It’s a free service provided by Google that allows you to see how many visitors you have. With Google Analytics, you’ll know how many visitors you’re getting to your website, and where those visitors are located. If you aren’t seeing local visitors, the problem is your search engine optimization. Brian Javeline has some great information on improving your search engine optimization, including an online class that will get you started.
If you’re getting local visitors but you aren’t getting calls, take a look at the information on your website. Again, I don’t think you have to be beautiful to attract leads. Are you easy to contact, or do they have to hunt for your phone number? Is it clear what service you provide, or are you a “jack-of-all-trades” when they’re looking for a kitchen remodeler? Try to view your website as an outsider, someone who doesn’t know anything about you or what you do. Would you call?
If you don’t have a website yet, there’s no time like the present. We have an article on our website that explains just what a website is and how to get started. The best platform for your website is WordPress, a simple tool to use that’s also easiest to optimize for search engines.
A great website really is like a magnet. The stronger the magnet, the more people you’ll attract and the better your chances of getting them to call.