I think one of the toughest tasks in updating a website is making things simple. It is way easier to say too much than to be brief. It is fearful to leave out something because it might be important.
In reality we live in a world of overstimulation. Overwhelming website visitors with options results in visitors taking no action – inaction is not a helpful long-term strategy. Here are three questions to help you reduce the temptation to go overboard before you update your website.
Which product or service is the leader?
Often when discussing a new website with new clients they will begin with a list of things they want to highlight about their services. In probing, I regularly discover that most of their clients purchase one or two things and the rest is sold to existing clients. Generally with some resistance, I encourage them to focus their marketing efforts solely on the things that bring them new clients. The other services sell themselves, and they look more focused when they highlight their expertise in one or two areas.
Who is the right audience?
In a previous post, I discussed that the size of the audience of those thinking about making a purchase is much larger than those ready to act. So the most compelling offer is focused on getting those who are just thinking to take an action. Don't ignore those who are ready to act — provide them a way to take action — but the focus of your website should be helping those who are not ready to act do something that begins a relationship.
What is the path of least resistance?
A free consultation is often a client's idea of a great offer. There are two problems with this approach. One, it forces the prospect to admit they are looking for a solution. Two, the free consultation also forces the prospect into a decision. Most people do not like to reject others as much as they don't like to be rejected –so prospects are more likely to do nothing or look for somewhere else for more information.
The solution is to try to develop offers that get people to take action and begin a relationship with you. There is no one silver bullet, and in reality it might be different for different audiences—plan on creating more than one option.
Go ahead and update your website
If you hit all three of these questions, you will create a much more simple and compelling website. But before you start the process of creating a new website, be sure to download the free resource below.
We all know how important a website is to a business's online strategy, but what does it really take to have a great website that drives visitors, leads and revenue? Download our free guide, 25 Website Must-Haves for Driving Traffic, Leads & Sales.