Your website is your strongest marketing tool. Studies show that more people are going online in their search for products and services, so why not have a website that gives prospects what they’re looking for? Be sure, however, to keep these best practices in mind to enhance the user’s experience on your website.
Make sure all email links are going to live addresses
There is nothing more frustrating than using an email link or contact form on a website, only to get no reply from the person you’re trying to contact. It’s poor customer service and reflects badly on your otherwise brilliant marketing effort. Schedule to check email links regularly to ensure they’re being directed to addresses that are in use and – more importantly – used by someone empowered to respond. Include a short note letting prospects know when they can expect a reply – but keep it reasonable. Most people have patience enough for two business days, but not five.
Make your Contact link work for you – link it to a page instead of an email address
The days of having the Contact link in your menu go to an email address are over. These days, it only irritates people. Instead, have the Contact link go to another page. Maximize your customers’ time by including a contact form on this page. Elsewhere on the Contact page, list your company’s name, address, phone number and email address if applicable. Certain businesses should use this page to list hours of operation also. Take this opportunity to turn queries into leads by reminding customers of your marketing message and how you can make their lives easier.
Make it easy for prospects to buy
You’ve crafted a website that educates prospects on what you do and why you’re great at it. They want to buy but aren’t sure of the next step – do they call? Do they fill out a checklist? Make it easy for prospects to turn into leads by including directed calls to action on each page, including any forms they may need to fill out or special information to know.
Make it all about them – not you
A great marketing website educates. Show your prospects how you are uniquely positioned to solve their problems. Display your expertise with a blog and encourage feedback. Talk about your business only to demonstrate how you relate to what prospects need. The more two-way conversation that happens on your marketing website, the more your business will be seen as one to trust.
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