Does the website have focus?
Your website is like the rest of your business, without a proper focus it won't deliver as well as it could. So does your website focus on new enquiries from potential customers?
What you can do:
- Create a concrete strategy for how the website will attract new customers.
- Set specific goals for how many inquiries you want each month and follow up on them.
Does the website have enough visitors?
The "perfect" website is worthless if no one visits it. The question we often have to ask when a customer says that their current website doesn't work is: Do you have enough visitors to the site? Sometimes it can turn out that the problem is not the website, but the lack of visitors to the website.
What you can do:
- Set up some form of analytics so you can see how many people actually visit your site.
- Analyze the numbers and consider what should be done, is it the quantity or the quality that is destroying?
- Implement measures to increase traffic such as advertising, content generation, promotional activities etc.
Does the website create the trust required by today's modern buyer?
When a potential customer visits your website, they're trying to find out if you're the right supplier for them. If your site doesn't meet their need for information and trust, they simply move on to the next.
What you can do:
- Write a good and clear text about the company.
- Make sure your website isn't a throw-in in the south, but also not a tired receptionist. Balance.
- Map out what a potential customer needs to know before they become a customer, do you have all this information on your website?
Does the website have good contact options?
Have you been lost in websites that hide phone numbers, emails and other contact information so well that you wonder if they really want to be contacted? Personally, I'm a big fan of giving as many options as possible on how to get in touch. Do you want to call, email, chat, social media, fill out a contact form, be contacted, etc. Is it easy for the customer to contact you if they want to?
What you can do:
- Look over the website and specifically the contact page, is it easy to find the contact information?
- Are there other options for contact that should have been there?
Bonus: Contact forms
It's easy to forget the user. In the image above, you see two contact forms, which look tiresome to fill out, it will perhaps result in more qualified inquiries. In other words, those who fill out the larger form have a greater commitment to potentially becoming a new customer.
It could still be better.
What you can do:
- Make sure your contact forms are easy to fill in. Do you really need to know the company name of the person filling it out? Can the email be enough information?
- Decide whether you want the contact form to be a filter for those you don't want to work with or whether you want to be the filter yourself. This determines which fields you should have.
Next steps
There's a lot you can start doing today. Look over the list, is your website "enquiry-friendly?"
Start implementing the changes little by little and see the results. Make a small change every week and you'll soon have a website that actually works and generates sales.