5 Commonly Overlooked Website Features That May Be Costing Money

As a web design agency, we counsel clients to ensure they include these important features, but it amazes us how many business websites out there simply don’t have them. Leaving these five things off your website can cost you money.

1. PROMINENT CALL TO ACTION

When someone lands on your website, what action do you want them to take? Most websites don’t make it clear. When it’s not clear, most visitors don’t do anything.

2. LEAD CAPTURE MECHANISM / LIST BUILDER

Most websites include a contact page that MAY have a form, but this is not an effective way to maximize the leads captured from your website. Your lead mechanism should be on your home page and should incentivize the site visitor to provide basic information in exchange for something of value. A recent study rated an email address at $10. This means the perceived value of what you are providing in exchange for the email address must be worth $10 or more to maximize your chances of capturing the lead.  Once you have the email, you can work it into your sales funnel to maximize your close rate.

3. CONTACT INFORMATION ON EVERY PAGE

If you must have a “contact” page, that’s fine. However, the days of people clicking through to another page to contact you are over. Your contact information should be on every page in a predictable and consistent place. Make it easy for your site visitor. Give them options so they can choose their preferred method of communication rather than forcing yours. Perhaps they’d rather send a text message than call … make that an option.

4. CLEAR & SIMPLE LANGUAGE ABOVE THE FOLD DESCRIBING THE PROBLEM YOU SOLVE

If it takes you more than two sentences to describe what you do in terms of the problem you solve for your customer, then you risk confusing them. Most websites do not clearly articulate the problem they solve for the customer in two sentences or less, above the fold.

5. SIMPLE ROADMAP DESCRIBING HOW TO WORK WITH YOU

If you’ve identified the problem you solve for the site visitor and they need to have that problem solved, you should have a short road map that guides the site visitor to what’s next. What can they expect and what do they need to do to hire you or purchase your product? This roadmap should be on the home page under the language identifying the problem you solve.

Websites that include these five simple elements will outperform those that don’t every time. Clearly articulate the problem you solve, guide the site visitor to the next steps, include a clear call to action, and make it easy to contact you. Offer a free download (of value) in exchange for an email address for those people who need to “think about it more.” You can then work them into your sales funnel and stay in communication over time.

Include these 5 things on your website and watch your conversion rate soar in 2020!



Phone: 877-211-5492

Info@MSWInteractiveDesigns.com

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