Here’s five features that can make or break your website’s effectiveness.
“A website is a great marketing tool, but it’s not an advertising channel,” says
Energy Umpire Marketing Director Theo Moule, whose company allows businesses to monitor and switch energy accounts when prices go up or when better deals are released to the market.
“A website is typically only viewed if you put it in front of people, and is only interacted with when put in front of the right people in the right way, with the right focus,” says Moule.
Here are five rules of thumb for creating an effective small business website, according to Moule:
1. Have a clear call to action (CTA)
Ask yourself – is there a big, simple and blindingly obvious action a visitor can take on your landing page? Do you have a ‘more info’, ‘add to cart’ or ‘book a call back’ button clearly in sight?
2. The more CTAs, the less the conversion
“I’ve seen many websites with cluttered landing pages with numerous options for visitors. This only confuses people and reduces on-site conversion,” says Moule.
“When we first launched, we tested two CTAs side-by-side on the same page. The number of clicks on the better CTA wasn’t great, but when we removed the lower-performing CTA our conversion increased by 40%.”
3. The higher the focus, the higher the conversion
Ensure you know your target market and simplify your offering, advises Moule, whose team had originally marketed themselves to all the different target markets they could think of.
“Surprise, surprise, it didn’t work!” he says. “Once the focus was narrowed down the business was better able to tailor their service to a specific audience.”
While you can’t out-spend larger organisations on advertising, you can certainly out-focus them, says Moule: “If you’re small and you want to grow, do things that don’t scale – it’s better to have 100 customers that love you than 1000 you’ll never speak to again.”
4. Don’t spend your website budget in one hit
“This is an important point because going over budget can kill any small business that isn’t well funded,” says Moule.
To manage your budget effectively and especially if you’re short on time, it might be easier to let a professional team of web experts build, write and manage your website. This way you just need to make sure the work falls within the limits of your marketing budget.
5. Engage visitors with your content
If you have ‘focused’ your service and target market, then the ways in which you should engage your audience will be made clear.
“If you want to include a blog, and your target market is businesses located in Melbourne, then a blog related to businesses located in Melbourne is likely to be engaging.”
Introduce videos when you’re happy with your key services and target market, but keep in mind they usually take longer to produce and are harder to alter once created.