Sometimes, we throw these brochure type websites up and say, “well, at least I’m online.” But is that enough? Would you open the doors of your business without a plan behind it?
Your website needs a communication strategy, just like your business does, and that begins with hearing your visitors and understanding what they need to hear from you.
So, how do you get started?
#1 Start with the pain.
What’s the big problem that creates a desire for your product or service? What’s the issue that makes them want and need what you have — if they only knew about it?
You can use your website to demonstrate that you understand their pain. When people feel like you hear and understand them, they’re ready to hear you.
Now, once you understand the pain points, explain your solution and add this marketing copy to your website, then you need to know that it connects with your audience. Which leads to the next tip.
Find out how visitors respond to your website; it’ll help you build a better ‘digital home.’ Feedback is good. Sometimes you just need a fresh set of eyes and access to an honest opinion.
So ask that friend that always speaks his mind to look at your website. But to make the most of the review, write down 3 or so questions that you want him to answer. And then listen as he moves through the site and answers the questions. I ask things like
- what is the site about?
- who is the website for?
But the biggest feedback is in seeing how they navigate through your pages.
You can also pay for the feedback. User Testing says that it’s “the fastest, cheapest way to find out why people leave your website.” I have to agree with that. What you get for the money is a “video of a visitor speaking their thoughts as they use your site” and a written summary.
The reviews were honest, direct and got on my nerves a little (I said they were very honest). But they helped me get my site together.
That’s the thing about feedback. You many not like what you hear, but it just may be what you need. It’s communication. It’s give and take. It’s priceless, but that’s not all you need.
#3 You need analytics.
Google Analytics is a free tool that shows the pages your visitors like, key words they search, regions they come from and more. When you know the pages that they frequent the most, you can create more of that type of content.
Yes, there’s a learning curve with the set up, but the information is worth it. Basically,
- you set up your Google Analytics account — usually attached to your gmail account (email).
- Then you copy the code and paste it in the correct place on your website.
- Wait a few days and then start looking at the statistics inside your Google Analytics account.
Once the code is on your site, you never have to add it again. You can now see how many people visit your website each day and where they go. You can set it yourself or your web designer can set it up for you.
The goal of feedback is to hear your audience and respond by giving them more of what they want.
Website communication is painful when it doesn’t say what you want it to say and when it doesn’t connect with your audience. But this will get you started and if I can help you with your webcopy, then let me know. Click here to find out more.____
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