A few months ago I was walking through Home Depot with a friend of mine who is also a fellow entrepreneur. He is updating his house and we came to buy what he needed. I told him I’d help him out, well because he offered free beer. How can you say no to free beer? 🙂
As we were talking about updating his house, suddenly a thought came to me. I turned to him and said, “David, when’s the last time you updated your website?”
He kind of gave me this very blank looking stare, waited about 30 seconds or so, and finally replied by saying, “Man…never.”
So let me tell you something about Dave because I think it will resonate with many of you reading this. Dave is a very successful business owner. In fact he owns 3 different businesses. The thought just never crossed his mind that every couple years or so you really need to update your website. Once I re-did Dave’s website for him, his revenue increased by 25% in the first 3 months alone. Depending on your business it’s a fairly minimal investment to update a website that once completed can significantly increase your revenue. So, here’s why.
- Your website isn’t mobile friendly. How do you know? Look at it on your phone. You’ll know. A shockingly high number of websites are not mobile friendly. This is a HUGE mistake. In a recent study the average person spends 4.3 hours browsing the internet on their phone and only 2.8 hours on a desktop device. If your website isn’t appealing to users on their mobile device they will simply leave. So in turn you will lose business, I guarantee it. Even if you have a website that was made mobile friendly a few years ago there are still numerous things that can be done with updated technology that can make it much better. Another very important reason is that Google now uses what is called Mobile First Indexing. What does that mean? When Google determines how your website ranks they go to your mobile version first before ever looking at your desktop version. So, if you don’t have a good mobile friendly website you will drop significantly in your Google rankings. This would be bad. Very bad.
- Your content isn’t communicating the right message. I’ll be honest here, this piece of the puzzle gets a little sticky. I’ve worked with hundreds of clients over the years who were 100% convinced that they wrote the absolute “best” copy for their website because they “knew their product”. It’s not about knowing your product, well it is, but more importantly it’s knowing what the end user wants to read, and communicating to them in a way that speaks to them and eventually gets them to buy your product. Most people try to hard to “sell” rather than “educating”. No one wants to be sold. But when the focus is on educating your target market and providing them with valuable content that will make them want to buy from you, that’s a game changer. You should also be updating your content on a regular basis. Let’s be honest, things change. And not only do things change, but Google will rank your site better if you’re updating content on a somewhat regular basis. Your content should focus on addressing your target markets problem and telling them how you can solve it. You should always be re-evaluating your message so that it resonates best with your target market.
- Your visitors can’t easily find what they need and/or there is no clear call to action. The information that is on your website needs to be so compelling that the person visiting your website absolutely without question wants to contact you. Another question to ask yourself is, does my target market have different needs or different problems. Because if that’s the case it’s very important you address each problem/need. One of the biggest tips I give my clients is to share stories. Don’t sell. Share stories. If you share stories your product will sell itself. Use video, blog posts, etc. for this. There also needs to be a very clear call to action on your home page. And the call to action needs to be compelling. So clearly tell them “why” they want to “do” the thing you are asking them to do. This is crucial.
- You aren’t using video on your website or social media channels. In 2017 video is King. I mean King of the Universe King. If you aren’t utilizing video your missing a ton of potential clients. And don’t tell me you don’t know how. Pick up your iPhone and record a video, it’s that easy. You don’t have to be a video expert, or even know how to edit a video. Just be real and authentic, that’s what people want to see. You can place videos on your website and you can also push them out to social media channels such as Facebook, YouTube, LinkedIn, etc.
- You don’t have a clear digital media strategy. If you don’t have one you need one, and if you don’t know what it is, well you have a bigger problem. This piece can drive the marketing of your entire business. And your website can be the centerpiece of all of it. Let’s say you’re a Plastic Surgeon. You may adopt the following strategies: a)Regular social media posts on Facebook, Twitter etc. b) Creating videos for YouTube, Facebook and your Website c) Publishing articles that provide highly valuable and educational content that draw in your target audience d) A weekly email marketing campaign that can push out blogs, videos, your services etc.
All of this can sound a bit overwhelming and while it’s very doable to learn how to do this on your own I work with clients every single day that pay us, the experts to do this for them. We have a long track record of proven results. My clients have made millions and millions of dollars in additional revenue because we do the above very well. Very well. So if you decide to do this on your own I wish you all the success in the world ! If you decide to hire an expert give me a call or email. I currently have offices in NY, MD and FL but also work with clients nationally and even globally. You can reach me at email@example.com.