The most common complaint that we hear from our new clients is that their previous website did not increase sales. When we analyze their old website, we discover it is because they failed to ask themselves the right questions to create a sales-oriented website. There are 10 key questions to ask yourself if you want to create a website that drives more sales.
At Wahi Digital Marketing, we step into the shoes of your customer to understand how they think and what they want. With this method, we have helped our clients create websites that represent their brand and increase their sales.
Through this guide, we walk you through several experiments to discover 7 ways to change your website for the better. Throw on your safety goggles and lab coats, and let’s begin learning what makes an effective website.
We are going to use 3 websites as examples to showcase each of these 7 things and how they are used on real websites for real businesses.
Oh! Yes! One of those 3 is our own website from Wahi Digital Marketing
1. Clear Marketing Message
Let’s do a quick experiment. Grab a stranger and ask them to look at your website for 5 seconds and tell you what it’s about. If they can tell you exactly what your business does within the 5 seconds – you’ve likely passed. If they can’t tell you immediately, then you are losing more sales than you can imagine. Within the first 5 seconds, viewers decide if they are going to continue reading your website or hit the back button.
5 seconds is all you have to convert visitors to customers.
So how can you attract customers within the first 5 seconds? By building a clear marketing message. This message might be simple, but it will be clear and powerful. It will not confuse your customers, and they will listen. When customers easily understand what benefits your business provides them, they will buy!
Here are examples of our hero headings on real websites that we developed:
To get you started: For completely free of charge, we’ll help you write the hero heading for your website. Get in touch with us, and we’ll do it all for you. Completely free!
This alone will start earning you more business immediately.
2. Direct Call to Action
Now let’s look at your website and see if there’s a clear call to action your visitors should take. After they understand what you do, is there an action for them to further engage with your business to become your customer?
Ask yourself, do my visitors know what to do next?
Potential buyers embark on a long journey before reaching their end goal of making the purchase. A direct call to action button guides them to the next phase of their journey. It should tell people EXACTLY what you want them to do next. Whether you are asking them to schedule a call, book an appointment, buy now, or anything else, an effective call to action can increase sales. If you don’t have a call to action button, you shut your door on customers and potential sales.
But it can’t just be thrown onto the page. To be effective, your call to action must be carefully placed, designed, and written.
Benefits of a call to action:
- Increases your conversion rate
- Captures email addresses
- Inspires customers to take the next step
- Motivates visitors to stay and interact with your website
- Pushes your visitors to do exactly what you want them to
- Increases sales
Don’t make it hard for your customers to do business with you. Instead, place a bold and clearly visible call to action button on your website that ensures your visitors are taking the steps you want them to take to become your customer.
Here are examples of Call to Action buttons we have designed:
The easier you make it to take the next step, the more people will do so. Don’t let your visitors leave without taking any action to become a customer.
To get you started: For completely free of charge, we’ll help you decide and write the perfect call to action for your website. Get in touch with us, and we’ll do it for you. Completely free!
This alone will start earning you more business immediately.
3. Breakdown information into bite-sized pieces
Now that we are getting deeper into our experiments. Let’s learn about the psychological phenomenon known as chunking. Our working memory has a limited capacity of information that it can hold at one time. That means long pieces of information aren’t as effective as you think. The brain is only able to easily digest and retain information when it is chunked – broken down into small, bite-sized chunks of information.
Remember, people don’t read websites, they scan them.
Place emphasis only on the information that really matters to drive a sale.
Here are examples of how we designed the websites to engage more customers:
4. The problem you solve for customers.
The most common mistake companies make is bragging about how great their product or service is and neglecting to mention their customer’s problem. If you want to attract more customers, you must start thinking like a customer. A successful marketer knows the secret to success is connecting with the customer by finding their pain point and positioning their brand as the solution.
Connect with your customer by addressing their pain point.
Let’s take our lab coats off for a minute and imagine this. Say we met at a cocktail party or any other event and you ask:
“What do you do?”
And the response was: “I am in digital marketing” or “I work for a digital marketing company.”
You’d say ok, and move on with the conversation.
—Now, Imagine if the response was—
“Most business owners are frustrated from wasting money on marketing. At Wahi Digital Marketing, we turn businesses into selling machines. Clients who work with us gain confidence in their marketing, attract more customers, and build stronger brands.”
Who do you think is going to get more business?
If you guessed the second response. You are correct!
Why? Because we started with the problem, we told them who we are and what we do, then we painted a clear picture of what their life will be like if they do business with us.
When you lead with the problem you are putting your customer first. Similarly, when your website mentions a problem that customers struggle with, you begin to develop a relationship with them. You are letting them know that you know and understand their problem. In turn, the customer develops a strong desire to eliminate their problem immediately. This is where you step in.
Connect with your customers to understand their problem and position yourself to be the solution.
Now you can talk about how your product or service helps the customer solve their problem. Align yourself with their goals. Don’t just talk about WHAT your business does; talk about HOW your business solves their problem. The only thing customers want to know is how you will solve their problems. They don’t care if you have a unique multi-million-dollar business unless it helps alleviate some of their problems.
Addressing how your business solves your customers’ problems will help you attract more customers.
Here are examples of how we introduced the problems
5. A clear 3 or 4 step plan
Let’s throw on our lab coats again and get back to our experiments. Take a look at your website and ask yourself, “are you providing a clear step-by-step plan that shows your customers how easy and simple it is to work with you?” Now that seems like a hard thing to accomplish. Don’t worry; we are here to help; it’s actually pretty simple.
Break down your process into a clear 3 or 4 step plan so the customer can envision the benefits of working with you.
Clarity is key when engaging with future customers. Every customer wants to know if they will achieve their desired results with convenience. Stop making them guess and lay out a clear 3 or 4 step plan that illustrates exactly how and the benefits they will get by working with you.
Check out some examples of how we constructed a 3 or 4 step plan for our clients.
6. Transitional call to action:
Like how scientists read research before conducting their experiment, some customers want more information before committing to a purchase. A transitional call to action provides more information for customers who are not ready to commit just yet. It offers customers a less risky option to start doing business with you. This tool is crucial to gain trust and build a relationship with your potential customers.
Give them something they can’t say no to. Some examples include:
- Giving away free information through educational PDFs, podcasts, webinars, how-to guides, etc.
- Free samples
- Free trials
- Watch a video
Through these transitional calls to action, you invite them to learn more about what you can offer them. It offers you an opportunity to become known as an expert in something. When you create educational content (like this PDF) on a particular topic, your potential customer begins to perceive you as the expert. You will be the person they turn to when they eventually make a purchase.
To drive the idea home, let’s play out two scenarios where you are the owner of a commercial security camera company.
Scenario 1: A potential customer, Joe, is looking for commercial security cameras and finds your website. While scrolling through your website, he likes what he sees for the most part, but for some reason, he isn’t ready to buy just yet. He sees nothing that grabs his attention, and nothing convinces him to stay, so he quickly hits the back button. A few days go by, and he realizes he needs to finalize a purchase of security cameras. He liked what he saw on your site, but he forgot your name. Naturally, he begins another search, but this time he doesn’t click on your site. He clicks on a competitor and decides to go with them.
Scenario 2: A potential customer, Joe, is looking for commercial security cameras and finds your website. While scrolling through your website, he likes what he sees for the most part, but for some reason, he isn’t ready to buy just yet. Before leaving your website, he notices a PDF guide “ 5 problems businesses have with their security cameras” he decides to enter his contact info and downloads the guide. He immediately receives an email with the guide and begins to read it. Now Joe knows exactly why his current security camera system is failing to do and, overall is more equipped to make a knowledgeable decision. Joe closes the PDF and goes about his day. Joe decides he still needs a bit more time to make a decision. A couple of days go by, but Joe doesn’t forget about your commercial security camera service because that was the only site that provided him with educational information. You were able to integrate him into your email campaign and sent him regular emails with more information, which reminded him of you regularly. Joe decides to do business with you! Why? Because you never allowed Joe the opportunity to forget about you and positioned your company to be right in front of him when he was ready to make the purchase.
It’s clear to see how devastating the first scenario is. You could be losing potential sales because there is nothing to grab hesitant visitors.
By providing a stepping stone for hesitant visitors, you can build your relationship with them and turn them into customers.
Check out our examples of transitional calls to action:
7. Value Stacks
For this last one, look around your website. Is there an illustration that shows customers three significant benefits of working with you? If the value you offer your customers isn’t obvious, you leave the customer confused, and they will likely proceed to another website.
Your value stacks are the promises you give to your customers. They explain the direct benefits the customer will receive when working with you. In creating your value stack create three targeted bullets to explain the exact value, you will deliver for your customers.
Your Value Stack paints a picture of how your customers will benefit if they work with you.
The key to an effective value stack is to be concise, unique, and captivating. If you are struggling to communicate what you do and how you help your customers, a value stack is an effective way to accomplish that.
Here are examples of our Value Stacks
You want your customers to have a clear picture of what their life will look like if they work with you. Don’t leave any room for interpretation and communicate the value clearly.
Now that you have experimented and learned the 7 things your website needs. Schedule a call with us by visiting our website at https://www.getwahi.com/