Home Services Pro: Is Your Website a Digital Brochure?
Let's take a moment to evaluate your website. It's live, you've invested time and money with a developer or designed it yourself. You have all the right design elements - good colors, text. Multiple pages. You, and others, think it all looks nice. Its got your logo, excellent copy on what you're kitchen and bath firm does, what your contracting business does, or even what your architecture firm does. You've proofed it all, added some images. Maybe you got fancy and included images taken by a professional (go you!). It's been two months and you're wondering what happened - why you aren't getting any calls from your website.
Here is the reason why! A beautiful website doesn't drive traffic. A beautiful website, is, well beautiful - and that's all it is. Without all the right moving pieces, a beautiful website will also not drive leads (if it does get traffic).
RELATED: IS YOUR WEBSITE OPTIMIZED?
A brochure is just that - it's something nice to look through. Like an Ikea catalogue, it's nice to look through. When you're provided a brochure, you already are "there," wherever there is. A brochure doesn't fly with the wind and attract you to a website. Additionally, without appropriate calls to action, the brochure is going to sign anyone up (and we don't mean, "call now to save 90% kind of call to action). Here is the big moment of reveal: this brochure we are referencing can be a digital or print one. The website described up above fits the criteria for this digital brochure - something nice to look at.
A website can't and shouldn't ever be a brochure. They're your storefront. They're also your sales rep. Instead of knocking on doors, hanging door hangers, and sending direct mail pieces, your website should do that all for you.
If your website is missing a blog - and we mean an active blog, very frequent posts, that's a first sign that you're not using your space well in this digital world. However not all blogs are made equal. Blog posts should vary in length, be helpful to your prospects, display images, include social engagement, and finally, keywords as well as intention of your keywords should be incorporated. Blogs should not be as short as Facebook posts (ever!!). Blogs should not be an opportunity for keyword stuffing. Google displays results not just based on keyword match, but on intention.
A second obvious sign is a lack of forms; these are opportunities for visitors to share their info with you. Your concern about not getting any or enough calls from your site could simply be a lack of ways that visitors can engage with you. Forms are a give and take. You provide something helpful to the customer if they share some basic content with you. You can then stay in touch with this customer (automatically) with additional content - specific to the type of content they previously viewed. This is where your "sales rep" comes in.
Finally, there is a lot of SEO work that needs to be done. Maintaining an effective blog is the first critical SEO that every website that is looking for leads must do. There is however a lot of backend SEO work that needs to be strategized and planned for, implemented and maintained - throughout the site and throughout your blog, with every post. (Related: The Difference Between a Blog on Your Website and Inbound Marketing)
The above points are not an all-inclusive list. Of course there are other items that help drive more calls to you; user-friendly website flows, professional expression of your company image - just to name a couple!
So now that you know what it takes to transform a website into an actual traffic and lead generating machine, you know whether or not your website a brochure.
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