Is your website working for you?

In an ideal world every potential client would turn into paying customer. We all know that this isn’t the case. However, benefits-driven content (see Pt1) makes it easy for you to express the value of your services and for the customer to recognise whether this is what they need.

Once they know that you have what they want, the next question they will inevitably ask is “How can I get it?” This doesn’t always mean that they are ready to buy immediately. However, they are ready to take action and it is up to your website to point them in the right direction.

An action-oriented website will help you get the most out of your online presence. It will encourage website users to take the actions that will make securing a sale simpler for you.

There are three steps you need to take to create an action-oriented website. These are:

1. Decide what actions you would like your customers to take
2. Find out how to facilitate these actions
3. Develop a website that encourages these action

Step One – Decide what actions you would like your customers to take
So what do you want the customer to do once they have decided to find out more about your product? What actions will work best with your business? What would the ideal situation be?

For instance, is what you offer a product that could easily be sold online? If so it would make sense to capture the sale there and then through a hassle free online shopping service. Or perhaps you would prefer to encourage customers to call you so that you can connect with them on a one to one basis and make your sales pitch directly. We all have preferred marketing styles and if you can work these to your advantage, do it.

Once you have worked out what the ideal action would be, take a step back and get inside the minds of your customers again. Think about some of the other actions they may prefer to take. The internet is about choice and the more choices you offer your clients the more chance you will have of success. So offer as many opportunities for action as you can.

There are so many ways you can do this. Here are a few examples:

• Include email links to relevant personnel like sales staff and customer services. Make sure that these links are easy to find.
• Provide a contact form. Many of your customers will not have the time to call you. Make it simple for them by offering an online contact form. Offer to call them back if they leave their number, or send out information if they leave their postal or email address. In doing so you will also capture their details which will allow you to follow up at a later date (make sure you get their permission to do so).
• Offer other online services. More complex forms can be used to allow your customers to book appointments or request a quotation.
• List your business address. This is especially important if your company relies on customers physically visiting your business premise, so make it quick to find and include printable maps.
• Include your phone number in a prominent position. If you rely on customers contacting you directly make sure that your number stands out. For maximum effect make sure it is on every page.
• Provide Ecommerce facilities. Don’t rely on customers to call you to place orders. Use an Online shopping facility to make it simple for customers to place orders.

Let me use the accountancy business that I used in Part 1 as an example again. This company was run by a man name David, who had only a very basic idea of what he wanted his new website to do. David is confident talking about his services over the phone. I would therefore recommend that he prominently feature the company telephone number on his website.

Another suggestion I would make would be that the website feature a customised online form. Through this form customers could request a call back or ask for a brochure to be sent by either email or post. This would give customers another option aside from telephoning David directly. It also would enable him to collect telephone numbers and email addresses and follow up potential leads.

Finally, be sure to get permission to email the leads you generate through your website.

Step Two – Find out how to facilitate these actions
Now that you know what actions you want your website customers to take, you will need to put in place measures to turn the interest you have generated via your website into sales.
For example, David expects his website to generate telephone calls and call back requests. He will therefore need to ensure that both a business line and a staff member will be available to handle these calls. He may want to consider having a Freephone number as paying local or national rates dissuade some people from calling. An answering service or virtual reception package of some kind will be required to take messages when no one is available.

He will also need to consider how to handle requests coming in by email or via the online form. He could have online requests forwarded to a specific email address, which would have to be monitored on a regular basis.

Step Three – Develop a website that encourages these actions
Now that you have developed an action-oriented approach to your website, work with your web design company to incorporate it into the site design. Let your developer know what your calls to action are. Request that they include essential information like telephone numbers, email addresses and forms in your site. There is no one formula and every website will be different. Your design company should be able to help you decided how to incorporate these elements in an effective way.

My advice for David's website would be to include the company Freephone number in the header of each page. Having a button linking to the online contact form would also be a good idea. Finally, I would suggest that he shouldn't be afraid to give direct calls to action to his customers. Ask them to "Call Now," "Request a Callback" or "Contact us for a Free Quotation." Remember the easier you make it for them the more response you will get!

Remember just any website won’t do. A benefit- driven and action-oriented website will work harder for your business.