When a prospect begins the buyer journey, it typically starts with research. Some companies will be referred to them via industry contacts, while others may become potentials through a simple Google search. However your brand comes into the mix of companies being evaluated, the first stop on the buyer journey is typically a website for more information and contact details.
This is why your website matters.
In most instances, the website is the first impression your company makes on a potential buyer. It is important that visitors are able to easily find information on the product or service they are in search of, and also that they get a flavor for your company in the process. Would you be a compatible organization to do business with?
How do you know if your website is “good”? An easy way to find out how you’re doing is to look into your website’s analytics. Google Analytics is a popular program used for website tracking and analytics, and is fairly easy to establish on your site. Click here for setup instructions.
By evaluating your website’s analytics, you will see the most accessed pages and the pages most exited from on your site. You can tell which buttons are clicked most often, and which buttons are never clicked. With this information, you can make some decisions about content or design changes you may want to make to your website.
Some other items to consider including on your site:
Testimonials or client logos
Clear CTAs and short forms for requesting more information or signing up
Content that shows off your expertise
Another item to consider about your website is how it is viewed on a mobile device. Mobile internet usage is up to roughly half of all website visitors. If your current website was not built in a mobile-friendly platform, this may be an upgrade worth considering.
After making changes to your website, be sure to closely monitor website analytics to see if usage is improving. If not, make some more changes and consider the buyer’s path on your site. Test new headlines and increase calls-to-action, as you are able.
Remember, your website is actually a member of your sales team. It must present a compelling case for why a visitor would want to click a button, read content or contact the company for more information. Your website really does matter.