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Web Design

Why isn’t your web site bringing in business?

There’s a chance that right now, someone is on your web site. There’s an even better chance that they’ll leave your web site without reaching out to you. How can you prevent that?

Fortunately, there are some techniques available that will help build conversions on your web traffic, and they work in rather interesting ways. Some are more traditional, but often ignored. There are also some that you may not have heard of.

1. Where’s your call to action? If you’re not giving someone a time-sensitive reason to contact you, you’re giving them an excuse to wait. And in that waiting period, they’re a target for your competitors. A strong call to action creates both an incentive and a finite period of time to redeem the incentive. For instance, a free consultation with a two-week redemption period both creates value to the consultation (you’d typically charge for it), and the urge to contact you (they could forget and miss the two-week window).

2. Are you making contact harder for them? By now, every site on the web should have a contact form. Placing an address and phone number on your contact page just isn’t enough anymore. The savvy marketers take the contact form concept one step further, by having it available on each page of the site, either on the sidebar or footer. Another contact form tip is to use as few fields as possible. If you can get away with a name, email, phone number and comment box, all the better.

3. Do you know your traffic stats? Site tools like Google Analytics can tell you a lot about the traffic flow and popular content on your site. Gaining even a basic understanding of how it works can unearth a wealth of information that you can use to then promote, create, or remove certain performing or non-performing content. And since it’s free, there’s really no reason not to get it set up.

Google-Heat-Map14. Are you using heat maps? Heat maps (visual representations of popular web page areas) have been around for a while, and are at the center of most usability studies. Most online marketing firms (ourselves included) should have this service available for their clients. This technology goes beyond analytics tools in helping you gain an understanding of where exactly the activity on each page takes place, giving you a more organic look at the success of each page.

5. Is your design holding you back? Once you have the aforementioned tools in place, you can then use solid data to drive adjustments that need to be made to your site. Is the design too edgy for your industry, and causing confusion with your audience? Are sections of the site too hard to find? Should some page titles be swapped out to create a better understanding of the content? With the right tools, you can make more informed decisions and rely less on guesswork.

I understand that going through these steps can take a good amount of time, and steps into some territory that you may not be familiar with. That’s why we’re offering a free in-depth website review, where we can give you the insight you need in order to make the decisions that grow your online effectiveness. You just need to contact us before November 15 to set up an appointment. Something this good can’t be free for long!

Patrick King

Patrick is the Founder of Imagine and advisor to places on brand strategy and creative. His insights have been published in Inc. Magazine, SmartCEO, Washington Business Journal, The Washington Post, and Chief Marketer, among other publications, and shared at conferences throughout the US. He also has an amazing sock collection.

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