To perform at its best your website must consist of the following components:

The first is Your Brand, Design and Structure

 

Your Brand

At a minimum, you should have your logo and defined the colours of your brand on your website the same as all your other marketing material.

Branding gives an unconscious impression to the user and this can determine if the user feels they can trust you and are the right company for them.

 

Your Design & Structure

Make it easy for your visitors to find what they want with a good clear design.

Put clear headers and blocks of short content to help guide your visitors naturally through the buys journey to becoming a customer.

Think about what they are looking for when they get on this page.

 

Good sales Copy

Good sales copy sells you and your product or services, it persuades and guides the user to the next part of the buyer’s journey.

When writing content always read your persona and try and get into the mind of the target audience.

Where are they in the customer journey on this page? the consideration stage? Where have they just come from? The search engines an email you sent them? What do they expect to see on this page? Asking these questions will help you get the right content.

You can write it yourself or get a copywriter to do it for you, just ensure you tell the copywriter where the content will be going and what the purpose of the page is. (They should ask you this).

 

Good quality imagery

As you know we all feel that we haven’t enough time to be searching through content for what we want.

As Fred R. Barnard once said a picture is worth a thousand words they give an unconscious impression to the visitor and they help visitors understand the content quicker and easier to skim through content to what interests them, this also portrays the feeling of the company. I recommend getting professional photos for your website, people can tell a mile off if your images are stock photos and can’t get the connection they get when they are your own photos.

 

Call to action

What do you want people to do? Download your Freebie? Book an appointment? Call or email you? See your other posts?

Depending on what the page is about will depend on the call to action. Someone in the awareness stage of the buys journey reading your blog isn’t likely to contact you so the free download or link to a services page for more information would be better.

Make sure you have a call to action on every page to tell your visitors where to go and what you want them to do next.

A lead magnet, also known as a lead capture form

When people are in the awareness stage of the buyer’s journey they are researching a problem they have, at this stage, they probably don’t know or trust you. This is where giving them something they can use or free information gives you a chance to show them you have a solution to their problem and you know what you are talking about. It’s a sort of try before you buy scenario.

Examples are a free eBook, a sample of a course, a tick list.

To get this eBook the visitor must give you an email address so you can email the eBook to them, this allows you to collect email addresses that you can then send relevant information and help about that services they are interested in.

 

A Blog

Customers generally start in the awareness stage and search google for an answer to a problem they have and this is where they enter your site.

Answer your target audience questions in your blog posts show them how you do what you do, most won’t be able to and if they can haven’t got the time and so will engage with you to do it for them this educates the audience before they work with you and portrays you as an expert in your field.

 

The Site Speed

If your website isn’t fast enough people will not wait around, not only does a slow website loss you customers but destroys your SEO as Google is only looking to provide the best experiences. Check it your website is fast enough on this website: https://gtmetrix.com/ or https://tools.pingdom.com/

 

SEO – Search Engine Optimisation

SEO helps your website get onto the top 3 pages of the search engines which if your website is optimised for the right keywords is where all of the best traffic comes from.

There is no point in having a great website if no one comes to visit it right.

SEO consists of doing quite a few things all the time and continually building on it. But even if you get all of the above right you have a good chance that the traffic you drive to the website will convert.

To perform at its best your website must consist of the following components:

The first is Your Brand, Design and Structure

 

Your Brand

At a minimum, you should have your logo and defined the colours of your brand on your website the same as all your other marketing material.

Branding gives an unconscious impression to the user and this can determine if the user feels they can trust you and are the right company for them.

 

Your Design & Structure

Make it easy for your visitors to find what they want with a good clear design.

Put clear headers and blocks of short content to help guide your visitors naturally through the buys journey to becoming a customer.

Think about what they are looking for when they get on this page.

 

Good sales Copy 

Good sales copy sells you and your product or services, it persuades and guides the user to the next part of the buyer’s journey.

When writing content always read your persona and try and get into the mind of the target audience.

Where are they in the customer journey on this page? the consideration stage? Where have they just come from? The search engines an email you sent them? What do they expect to see on this page? Asking these questions will help you get the right content.

You can write it yourself or get a copywriter to do it for you, just ensure you tell the copywriter where the content will be going and what the purpose of the page is. (They should ask you this).

 

Good quality imagery

As you know we all feel that we haven’t enough time to be searching through content for what we want.

As Fred R. Barnard once said a picture is worth a thousand words they give an unconscious impression to the visitor and they help visitors understand the content quicker and easier to skim through content to what interests them, this also portrays the feeling of the company. I recommend getting professional photos for your website, people can tell a mile off if your images are stock photos and can’t get the connection they get when they are your own photos.

 

Call to action

What do you want people to do? Download your Freebie? Book an appointment? Call or email you? See your other posts?

Depending on what the page is about will depend on the call to action. Someone in the awareness stage of the buys journey reading your blog isn’t likely to contact you so the free download or link to a services page for more information would be better.

Make sure you have a call to action on every page to tell your visitors where to go and what you want them to do next.

A lead magnet, also known as a lead capture form

When people are in the awareness stage of the buyer’s journey they are researching a problem they have, at this stage, they probably don’t know or trust you. This is where giving them something they can use or free information gives you a chance to show them you have a solution to their problem and you know what you are talking about. It’s a sort of try before you buy scenario.

Examples are a free eBook, a sample of a course, a tick list.

To get this eBook the visitor must give you an email address so you can email the eBook to them, this allows you to collect email addresses that you can then send relevant information and help about that services they are interested in.

 

A Blog

Customers generally start in the awareness stage and search google for an answer to a problem they have and this is where they enter your site.

Answer your target audience questions in your blog posts show them how you do what you do, most won’t be able to and if they can haven’t got the time and so will engage with you to do it for them this educates the audience before they work with you and portrays you as an expert in your field.

 

The Site Speed

If your website isn’t fast enough people will not wait around, not only does a slow website loss you customers but destroys your SEO as Google is only looking to provide the best experiences. Check it your website is fast enough on this website: https://gtmetrix.com/ or https://tools.pingdom.com/

 

SEO – Search Engine Optimisation

SEO helps your website get onto the top 3 pages of the search engines which if your website is optimised for the right keywords is where all of the best traffic comes from.

There is no point in having a great website if no one comes to visit it right.

SEO consists of doing quite a few things all the time and continually building on it. But even if you get all of the above right you have a good chance that the traffic you drive to the website will convert.

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