Every so often someone will ask me to review their website and offer an opinion as to how we can improve response and engagement from the readers.
There are a lot of things I’ll look at when I do a full site audit but for the purposes of this article I’m going to share the 5 major things to watch out for.
I invite you to check your own site against these criteria.
- Your headline
I know I talk a lot about headlines – that’s because they are very, very important. If your headline doesn’t attract your visitor to read on they’ll just hit the back button and be gone. Make your headline interesting, and intriguing if possible. And if you can get your ideal clients to self-identify as a result of your headline, even better. For example “Lose 7 pounds in 7 days” will appeal to people who are overweight and concerned about it.
- Is your target market clear?
You need to make it clear to your visitor who you are talking to so they can decide whether you’re the right person to help them or not. If you specialise in working with one particular subset of society then call them out, make it obvious right at the top of your page. You can do this in a preheadline if you wish. For example: “Attention: divorced women running their own business”
- Are you building a list?
The first time a visitor lands on your site they are looking for answers to a problem. They are unlikely to buy from you on that first visit because they don’t know you, or trust you yet. So you need to have a way of capturing their email address and adding them to your list so you can build the relationship with them and possibly sell them your solution in a few weeks or months time.
Do this by creating a valuable giveaway, such as a report or a how-to video, and only give them access to that giveaway in exchange for their email address. Then make sure you keep in touch with your list and do develop the relationship with them by giving them valuable information, hints and tips, as well as making offers.
- Mind your language!
How are you talking to your visitors? If your website is all about you, your company and your credentials, then you will not be connecting with your visitor. If your site talks about your clients in the third person, then you will not be connecting with your visitor. Remember, everyone is reading your website on their own – they are a single individual not a group; and they are looking for answers to their problems. So use “you” when you write. Write to them as if you are talking to just one person – having a one-to-one conversation with a friend. That will help build the relationship with your prospects.
- What do you ask them to do?
Every page you write should have some definite purpose. What do you want your visitor to do? It could be to click through to another page, it could be to call you, it could be to purchase right now. Whatever you want them to do you have to ask them to do it. Have a strong, clear call to action so there is no doubt what your visitor should do next.
And there you have it. If your website is not following all five of these points then it won’t be as effective as it could be. Remedy the shortfalls and see your engagement and response improve.
And let me know what action you’ve taken – add a comment below!