For our monthly theme of generating and converting web traffic, here is a short checklist to help you do a health check for your blog or website. If you don’t have these items, your business is missing out on sales.
1. Do you have a web presence (blog, website, sales page)?
Some new entrepreneurs don’t believe it’s important to get this done immediately. They think they should build up their business a bit before they pay the expense to develop a website. They think that they need to make sure their idea is going to work before they get that “serious” about it all. This couldn’t be more off base. You need to have a web presence now, before the day is over. I know it’s Sunday, but I don’t care. Today. Sooner rather than later.
Consider this: Even if you are a complete novice, for about $20 and a few hours of your time, you can create a blog. Better yet, with a bit more money and less time, you can have a high school student create one for you. For less than a dinner out, you can be in communication with the entire world, letting them get to know you and maybe even hire you.
Your blog is going to tell people about you, give your phone number and business location, highlight the benefits of doing business with you and collect potential clients’ names so you can keep in touch. How much would you pay an employee to do that? A lot more than $20 bucks, I bet. And, that employee would not be working 24/7. Your web presence happily does that.
Get online now. I can’t say it more directly or firmly or loudly enough. Do it, no excuses.
2. Do you have an opt-in easily visible above the fold?
Websites are a bit like newspapers. People notice the headlines and they most easily see the stories “above the fold”. In web lingo, that means the content that is visible on their computer without any scrolling down. It is the first initial shot of your site.
An opt-in is a way for people to give you their name and email address for further updates. They “opt-in” to your mailing list. It can include a special free offer to sweeten the experience, like an ebook the client can download, but even without this, you need to give them a chance to stay in touch with you. If people like what they are reading, even without a free offer, they will likely subscribe.
Your job is to make sure it’s super easy for your web visitors to opt-in. Don’t make your sign up too small to see or located at the bottom of the page so it’s hard to find. It’s not an after thought. It’s one of the primary purposes of having a web presence. If you can build a list of targeted clients and prospects, you actually build a business asset, even one that can be included in the value of your IPO someday. Without it, you are lost.
And don’t hesitate to ask directly. You can use wording that asks them to take action or even, depending upon your personality, tells them to. They won’t do it if they don’t want to (ha! we only dream we have that much power! LOL!). Remember that your goal is service and communication. You are not badgering these people to let you bother them, you are offering to continue to give them valuable information in a convenient manner. Take on the role of trusted advisor, not checkered jacket sales bozo. I know you are trustworthy. It’s important that you believe you are worthy of that trust.
3. Do you have a clear call to action?
What do you want your web visitor to do? This is your desired call to action. This is how you will either make sales or further the relationship. It’s the one thing you want your visitor to do upon meeting you the first time. In some businesses, it’s rarely completing a sale, but it’s something. Know what that something is for your business.
Are you a consultant who wants people to call for an initial appointment? Do you want them to come physically to your retail location? Do you want them to pre-screen themselves so you only get emails from qualified prospects? Your website plays a major role in accomplishing these things. Get clear on your goal. Make it as singular and easy to complete as you can.
If you want clients to call, make your phone number large and easy to find, above the fold and obvious, not in tiny text buried somewhere in your “about me” page at the bottom. I can’t tell you how many people don’t do this. Same for your address. If you want them to show up, give them the address and maybe even a link to a map site that gives them step by step directions, with your operating hours nearby so they know you’ll be open when they get there. Don’t force people to be curious and investigative to connect with you. It’s your job to help them, not them to help themselves.
Please keep in mind that I am starting basic here, but if your web presence doesn’t already include these basics, you need them to. Sure, there’s work to do here, plenty of it. Don’t let overwhelm stop you. Just get going. I believe in doing one thing. Deciding to learn is one thing.
If nothing else, make the clear and decisive commitment today that you will have the basics in place by the end of the month. Commitment is an action and it shifts everything. You can do this. I know you can. You showed up to read this. You are already showing commitment. Congratulations. Now, we just have to keep going, ok?
If you aren’t sure how to do what I recommend, tune back in tomorrow. We will walk through it. In the meantime, go get and read John Cow’s ebook about building a business not a blog. It will take you step by step and get you going. We’ll visit some more about this on Monday.
Together, we are stronger.
Vicki Flaugher, the original SmartWoman
I’ve offered this before, but if you haven’t already, get your 130 pg. free “Building a Business Not a Blog” ebook on how to start a new blog from the ground up. It’s straightforward and relatively easy. Like following a recipe! I can recommend it without reservation. (Hint- I also get amazing, high quality traffic when I post to the JohnCow blog with a link back – you could too if you just got involved!)
