What do people do when they come to your website? Have you ever considered how your site welcomes people – whether it makes them want to take a look around, or take off?
In my last video, I discussed ways you can share your knowledge freely, attract people’s attention, and drive them to your website. But that’s only the very beginning of marketing. Once they land on your site, you have to entice them to stay and take some action.
Unfortunately, most entrepreneurs and small businesses try to get by with the bare minimum of effort when it comes to their website. If you count yourself among this majority, it could be crippling your business.
If you are already doing everything you can to attract the attention of your target audience, and providing value on a daily basis by sharing your knowledge and expertise, then congratulations. You are among the small minority of entrepreneurs who understand that marketing is about giving.
It’s about being of the greatest possible service you can be, to as many people as possible. Because when people see you as a generous and knowledgeable expert, they will want to be around you more. They will want to learn from you, and hear your advice. They will want to be on your list, and learn from your wisdom.
Sooner or later that will lead them to your website where they will be…
completely underwhelmed.
When it comes to creating a website, many entrepreneurs see it as an expense they cannot afford, or as something to be done as quickly and cheaply as possible.
Your website is the nerve center for your entire marketing effort. Everything you do in the real world or online is done to drive people to your website. But when they get there, you do very little to wow them, and make them want to stay.
By now, most entrepreneurs have understood that having a mobile-ready website is absolutely critical, and that’s great.
Being mobile-ready is the bare minimum. People expect a site that is designed to engage them on the device they are using.
Think of it this way. If you are out there wowing audiences with your knowledge and wisdom, people will expect that same wow factor from your website. But here’s what most entrepreneurs end up doing.
I am an expert, and I know things that are of great value to my audience.
I know how to solve the problems they have. I’ve done a great deal to put myself out there through webinars, Facebook groups, meet-ups, and so on. And people have really taken notice how awesome I am.
So when they go to my website, I want to put a damper on that awesomeness. I want to begin to confuse them and make them doubt the wonderful opinion they’ve formed about me.
Yeah, instead of continuing to express my unique vision through a website that seamlessly connects to the brand image they’ve seen already, I want to make a website that makes me blend in with the pack.
Wouldn’t it be wonderful if after all this effort I’ve exerted to make a name for myself, these people came to my website, and in the blink of an eye, decided I was not worth their time after all, and so they just left.
PLEASE, stop shooting yourself in the foot by presenting your business with a website that is amateur.
Hire a professional whose energy aligns with yours.
Create a site that is an experience for your visitors – one that continues to express the awesomeness your visitors saw in you in the first place.
Your website is your most precious and valuable marketing asset. It should not be the cheapest.
It will either reinforce their opinion of how amazing you are, or it will destroy it irrevocably.
