Is your website struggling to generate leads for your business? Guess what, you are not alone. This is the info your web designer probably didn’t tell you…
About 15-20 years ago, you could simply put up a website and possibly get some traffic once search engines found your page.
At this point the purpose of the website was to be found. This was a “lead generator”.
A few years later, more and more businesses realized the power of the internet and jumped on the website bandwagon. Now you needed to spice up the website and put all the bells and whistles on it to stand out.
At this point, the website was still a lead generator but also was a reflection on the business’ credibility. The fancier the website, the more likely they were a legit business.
Now flash forward another few years to the present and you have the “template effect”. Premade, fancy looking website templates have made it difficult for consumers to judge a business by solely its website. Guys running a business out of their garage could have a website built relatively easily that make it look like it is a Fortune 500 company.
Also, since it is so easy to put up generic website, some companies that may be located out of state or overseas, make multiple websites that make consumers think they are located down the street. Because the Internet is filled with these types of sites, consumers are forced to use third party validation to make sure the business is legitamate. This includes social media and review sites like Yelp. Consumers rely on others that have liked the businesses’ content, reviewed their service, or made a recommendation to make a decision. Once they find what they think they are looking for, they will check the website.
Now the purpose of the website has changed. Websites are now “validation” that they have found the right company. Now is the time the branding and user experience is so crucial. If your site doesn’t clearly represent what you do and doesn’t speak directly to your target demographic, consumers simply go and check the next website.. your competitors!
For example, if you have a photography business and all your social media and Yelp talks about your wedding photography, yet your website is all about corporate headshots, the customers will get confused. Some may still give you a shot, but others are looking for a “Wedding Photographer”, and someone who specializes in that.
In order to make your website a lead generating machine, you need to have a solid understanding of your target audience, your online presence strategy, and a solid website that is optimized for your brand, target demographic, and usability (like mobile).
After you have your site ready to go, you need a online presence management strategy to handle your seo, social media, and reputation management. Also you need a strong content strategy to share on social media to build a following.
Put these pieces together and you will definitely see amazing results.
If you have any questions, or need advice, feel free to contact NVG! We are here to help. 909-532-8360