Don't settle for an average website. And by average, I mean, one that doesn't do what it's supposed to do.
Example: You used to put an ad in the Yellow Pages. But just because you were in the book, didn't mean that it would automatically work. No. You needed an ad that "sold" people. An ad that motivated people to give you a try before they moved on to your competitor's ad and gave them a try. It's the same with a website. Just because you have one, doesn't mean you automatically get a "slice of the pie".
Your website design needs to be easy on the eyes, be easy to navigate, be visible to search engines like Google, and it has to communicate easily how you'll solve a visitor's problem. It has to illustrate competence in your abilities to solve people's problems. Just because you have some flashy graphics doesn't mean people will become your customer. It takes way more than that.
You need to talk to people on your website like you're in front of them face to face. Don't robotically write what you think you should write on your website. Don't fill your website full of cliches and empty promises. Be sincere and helpful. That's what will help your site convert more lookers into customers. Of course, it should be designed well, but don't just stop there. The content on your site needs to persuade people to do business with you. You never want to give them the chance to "back out" and search for a different business' website.
So, it's more than just looks and SEO... you also need to be mindful of what kinds of things that your website viewers will be seeing, reading, and feeling. Because it doesn't matter if you get everyone in the world to go to your website first... if they don't get what they need once they're there.
Which brings us to "analytics". If you're getting viewers to your site... but they're not buying... what's the point? Don't obsess with digital data. You'll drive yourself insane. Just find someone who knows how to put it all together for you and explain it all in simple terms along the way. Like me. I'll be happy to give you your web building options up front with nothing hiding in the fine print.
I just like to help good, small businesses have a great-looking website that gives you ROYWI. Return On Your Website Investment!
9 Yards Marketing
Sioux Falls, SD
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What you do, speaks so loudly, I cannot hear what you say. -Emerson
Winning is like... you know... better than losing!