Are you unsure about the things you should fix on your website? No website is perfect. Even our own could use some tweaks from time to time. They should be living breathing things, open to small changes, and ready to be flexible as your business grows.
The problem is, most business owners get one up, get a few clients, and then either forget it’s there or know it’s there but don’t even know what to change about it as time passes, or how to change it.
Here are 3 things you can do today, seriously, take 10 minutes of your time, and you can fix all of these easily. Remember nothing you to do your site is permanent really, so if you make a small change and don’t like it after some testing or feedback, change it again. Let it grow with your business over time.
1. Simplify Your Main Navigation
Our brains are designed to try to do as little work as possible when it comes to just about everything. Seeing the top of your website with option overload is giving your potential clients about the same anxiety you feel when you hit the bread aisle at the store.
Too many choices and they’re leaving quick and not coming back anytime soon.
There are plenty of other places that things like your FAQ and Testimonials can go. “But those are all important to our customers”
I’m going to be really honest with you. They’re not ALL important.
People need to be told what to do when they visit your website. If they cannot intuitively figure out what you want them to do, they’ll do nothing. Which brings us to the next thing you should fix today.
2. Define your Main Call to Action, and put it Everywhere
Do you have one thing you want people to do when they see your website?
Here’s a hint, just looking at your pictures, shouldn’t be the main goal behind your website.
Do you want them to get in touch with you to discuss their design project? Do you want them to call for a quote? Do you want them to take a quiz to find out their home style?
Tell them what to do. And then REPEAT it.
We’re all like 5 year olds when it comes to being told what to do. Over and over (and once more).
Most people scan websites, they don’t read them word for word.
As they scroll down the page, they need to see the same thing being asked of them over and over to understand that’s what they should do. If it’s not for them, it’s ok.
Offer another option sparingly.
Do not offer 5 other options. Offer 1-2 other, what we call “transitional” calls to action, which basically is an in between them doing nothing (what they would do naturally) and then what you really want them to do (schedule a design consultation) so the in-between or transitional call to action would be “see a case study from one of our clients who completed the design consultation with us” and link to that.
Lastly, you’d think this third one would be obvious to everyone who sees your website, but a surprising number of businesses in the home industry, and other industries don’t even make it clear what they do.
3. Tell people How you can help them.
If people don’t know what you do, and how it can help them, they won’t ask for more information, let alone actually hire you for a project.
We’re all selfish and want to know what’s in it for me.
This is especially true for families and individuals looking for a builder or designer. They have an idea in their head of what they want their dream space to look like and they’re literally looking for someone who can do that job for them.
If you work on modern lofts that’s a lot different than traditional farmhouses. If you mainly work on remodels that’s different than new construction. I know that many designers and builders work on multiple projects, but the fact is the more specific you are about how you help people achieve their dreams, the better. A couple examples “We help young families transform their first home into their favorite home” “We work with schools to provide a green built environment for learning”.
If you know there’s more than these few things wrong with your current website and it’s not attracting the clients you want, we’d love to take a deeper look at it with you in one of our Website Rehab Sessions.