Is Your Web Site a Marketing Turn-on or a Turn-off?

Is your web site a marketing tool?

According to a study conducted in ’09 about how clients purchase, about two-thirds of prospects, web visitors, make a decision to investigate your firm further based solely on their impression of your company’s web site.  Did that thought make you gasp?  If not, it should.

The most critical business decision is being made and the only thing that represents you, your company is your firm’s website.  As you are reading this piece, the chances are high that a prospect is on your firm’s website asking themselves…

What does this firm do?

Who are the principals and do they have experience in my industry, with my problem?

Does this company look like they share my point of view?

What do the press releases tell me about this company, its’ principals?  Hmm.  No press releases!

Is your company’s web site a priority?

Many professional services firms, retailers and small business owners simply will not accept the undeniable importance of their website. Result?  They turn their backs on their web site to more immediate issues and often ignore their site…they ignore the site for years.  Would you ignore a marketing tool where:

• 80% of decision makers are visiting websites before purchasing

• 83% are at least somewhat influenced by websites as to whether they initially reach out to the company

• 74% are at least somewhat influenced by websites as to whether they ultimately make a purchase

Now that you know that a full two-thirds (66%) of these folks may or may not make connect with your company based upon what they see on your web site, are you still willing to give your web site short shrift?

If you are not happy or dare I say, proud, of your web site then you need to make immediate and necessary changes.

What to do?

Begin by taking a hard, unbiased look and evaluate your web site from your customer’s perspective.

  • How informative is it?
  • Does it clearly state what you do, what business you are in or does the customer have to guess?
  • Does it provide up-to-date information or is the site out-of-date?
  • Does it clearly show the customer how to reach your company, your hours and your location(s)?
  • Is the information included on the site of help/interest to the customer or are you just spending a lot of pages bragging?
  • Does it engage the customer, share interesting information?
  • Does it ask for permission to share more information with the customer so you can establish an ongoing relationship with him/her?
  • Does it look professional or is it loud with a lot of clutter?
  • Does it look fresh and up-to-date or tired?

Make the necessary upgrades and keep it that way by continuously adding input and new information about your industry, your company, your staff.

Bottom line:  Your web site is too important of a marketing tool to be ignored.  Make your company’s web site ENGAGING for your customers and they will reward you with their business.

Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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