This month I made the huge decision to upgrade our company website. It was time to move into the current time period and create a better experience for our clients. This being said, I have to tell you our current company website taught me quite a bit about turning leads into customers.
Today, our company averages between 10-15 new accounts a day and we receive 10-20 online inquiries.
These are great figures from a site that frankly is built on content, links and lots and lots of call-to-actions. If it were not for the content and links, our site would be a very confusing mess of information. Frankly, our site is very confusing
Here are some things I learned from our current site:
- An advanced search functionality on the website is badly needed.
- If you put links on a home page, people will find them and follow-through. (Keep things simple)
- You can have too much content on a website. Content must be meaningful.
- WordPress is a great platform for seo and organic search
- It is easy to make a WordPress site mobile, it is harder to build a better mobile experience
- Content should be updated at least once a month.
- Websites are not being replaced by mobile apps. It is time to invest in a good site.
- Very few companies put their address and phone information on their website
- The client will typically spend 10 seconds or less on a website, unless they can find the information they are looking for in those 10 seconds.
Again, our company website is very plain and not too exciting. In the past, companies could get by with this. Today, a website needs to be a much better client experience. Would you really tape posters with information against the windows of your front entrance? Apply that same analogy to your website. Today, a website needs to be a place for people to interact with your site. Interactions could include: purchases, asking questions, obtaining information, developing a better understanding of your products and services and more.
In my case, I am looking forward to a site that is completely different then our current site. Clients should want to check our site on a regular basis and be able to find information quickly and make transactions easily from any place they can access our website, with any sort of device. The good news is that with content and proper call-to-actions, many poor websites can still be effective today, but can a site continue to operate this way into the future.
Look for the signs that it is time for a new site.
- Check out competitors websites. The growing companies are updating their sites.
- Watch your page views. Are the numbers staying the same or going down?
- Keep track of transactions on your website. Are the numbers going up or down?
- What do your clients want? Some clients may want functionality you currently don’t offer.
- Do an evaluation with your own employees? You may hear feedback that may surprise you.
Poor websites can still see results, but for how much longer? It really comes down to the risks you are willing to take at a time when the digital landscape is changing everyday. Hopefully, you are taking this matter seriously and designing a plan for the future.