For some reason, I have an aversion to checklists. I really do. I don't know why.
A root canal without anesthesia appeals to me more than having to read a checklist.
Being gagged with a spoon doesn't sound so bad, either.
But that's just me.
On the other hand, I know some people who absolutely LOVE checklists. And it is for such people that I have created the following 10-Point Website Checklist (even if you hate checklists like me, you'll probably learn a thing or two). I assure you, following it will make a big difference in your website conversion.
(This can help you whether you have your own website, or plan on getting on... of if you're a marketer who coaches others.)
1. Add a "call to action" (CTA) on every page
Ultimately, you want visitors to your website to call or email you or take some kind of action, right? So let them know that on every page. Add a link, tell them to pick up the phone and call you, or give them your email address to contact you. You can even add a button that let's them instantly communicate with you.
2. Add free items to your site to make it "sticky"
A "sticky" website is one that keeps the visitor's attention and keeps him engaged for a some period of time. That should be one of your main objectives. You can add boxes for a free newsletter sign up, a free seminar, a free special report, free articles, a free consultation, etc. Like I always say, "Fill it with free."
3. Prominently display awards and media coverage
This is pretty self-explanatory. Have you received any recent media coverage or have you written any articles or been quoted anywhere? Say so. Show them. Show the logos of those publications but DON'T link to them (you don't want people clicking on the links and leaving your website. They may get distracted and never come back).
4. Have a personality, will ya!
Small business owners are always so concerned about appearing "professional" in their marketing that they forget to highlight how and why they're different from their competitors. Yes, being professional is important; but you should also let your personality shine. Use photos, illustrations, good copy, storytelling, great branding elements and other tools to make your website uniquely yours.
5. Add video
Video is the future (and certainly the present). No doubt about it. Therefore, you should add compelling, interesting video segments that advance the sale whenever you can. But I must warn you, if your videos that look like they were shot using a 1980 VHS video camera, you'd better think twice about how and where you present the video. And, please whatever you do, make sure you have good sound quality.
6. Add social media buttons
Remember when I said you want your marketing to be "sticky"? Adding social media buttons to your website is yet another way to keep your prospects engaged. Even though you might be escorting them off of your website and on to your social media accounts (which I'm always wary of), you're still engaging them. That's key. Of course, the supposition here is that you actually have social media accounts. (Keep in mind, you want your social
media accounts to lead back to your website. That's perfect cross-promotion. But, that's another newsletter entirely.)
7. Make it VERY VERY easy to contact you
7 out of 10 small businesses fumble the ball on this one. They either require the prospect to fill out like a 2,000 page questionnaire when emailing their "Contact Us" form... or... they bury the "Contact Us" form in some obscure area of the site that the prospect eventually gives up and moves on to another some other site. So make the form very, very simple and make the Contact Us area clear, prominent and dispersed throughout your
site.
8. Immediately communicate your USP
Please... don't make visitors to your site have to guess what you're all about. How are you different? What are you offering... and why this is the best opportunity ever? Put it out there for the world to see.
9. Tell your story
Tell people why you're unique. What's your story? What have you had to overcome to start and grow your business? Who are the biggest influences on your life and business? All these questions and more make up your "story." Believe it or not, people WANT to know the answers to these questions and learn more about you. They want to know there's a real person behind their computer screen. It allows people to connect with you in an emotional way, which
is good.
10. Bring your website into the 21st century
Give your website a fresh look. Make it exciting, different. Use all the great technology out there to really wow your visitors (but not at the expense of content). If your site was created more than five years ago, chances are it needs some freshening up. It's a worthy endeavor.
P.S. If you don't have a website, it's time to get one.
