We have reached the point where everyone believes that they need a website for their business to be successful.
Unfortunately we haven’t reached the point where everyone understands that their website needs to work for them for their website to be successful.
A website in a majority of cases is the first impression your customer has of you. I recently saw the following post on an RV Resort Facebook page:
Just a suggestion… We live in Las Vegas, NV; were planning a June-July trip back home with a stop (location removed) for a week. We were going to stay at (Resort #1), but decided on (Resort #2) instead, based SOLELY on website comparison. (Resort #1) website offers no photo gallery, no email contact if you want to just ask a question (only to get rate/reservation info). After filling out the rate form, it took 2 weeks for someone to call me (at 8 am on a Saturday; no recognition on time zone variations). I’m sure (Resort #1) is an excellent place, but you may get better results with some website improvements and better inquiry response. Thanks
As you can see, Resort #1’s website is definitely NOT working for them. If you consider your website to be your employee, would you say that it is earning every penny you are paying it or would you say that it is time for a constructive performance review?
I bet that most of you would answer that it is time for a performance review, so here are a few of the items that I would rate the performance on.
1.) How many customers does the website send to me?
- Number of emails requesting information
- Number of sales that can be attributed to an initial request through the website
- Number of callers that state they got contact information from the website.
2.) Where do the majority of the website visitors come from?
- Are the locations within the areas where my customers come from?
- Are the website referring customers to me within my industry or are they coming from websites which are looking for things like keywords?
- Do they find the website through organic search, Referrals or direct?
3.) What do I expect from the website?
- Increased website traffic?
- Increased sales?
- Customer contact?
The answers I would be looking for from each of these would then tell me if I need to start considering a total redesign of the website or if I can tweak the existing website to get a real ROI (return on investment) from the website.
Remember that this is your number one salesman and can impact your business in a positive way by bringing in more customers or it can result in a lost customer just like the one above.
How is your website performing? Let’s take a look at it.