I was doing some research for a new client and stumbled upon a website that looks interesting but bothered me a bit. I believe that to beat out your competition, you have to be just a little bit better.
This competitor’s website had a ton of links and information. It had nice images and looked professional.
Thinking about what bothered, I realized how dated the site looked. I could easily tell that this man has been around for about 10 years or more. He had that much “stuff” on his site. The overall look of the site was very dated. It appeared to not have been updated in just as long. If your site is over 3 years old, it’s dated!
At the bottom of almost all websites is a copyright dated. Don’t have anything other than the year we are in. People don’t care that the site has been around since 2007. If you have a legal reason for protecting your website it’s entire life, then put a disclaimer on the disclaimer page or the about us page.
What also irritated me was all the stuff he had on his homepage. Too much links, too much information, too much “download this free ebook”. I was overwhelmed and didn’t know what he wanted me to do.
Even if you have a lot of great content, don’t throw up on your homepage. Be strategic with your content. Use it to move web traffic into and through your sales funnel.
Taking the time to think about your potential customers before designing a website will yield you better results than doing it the traditional way (“I need a website so I can start doing business”)
- Who are you talking to on your website?
- Why would they even take the time to stop by and visit?
- Have you ever considered where your website fits in to your sales funnel?
- How can you use the website to move potential customers through the funnel?
- What are your value propositions? Why should someone buy from you?
- What is your call to action? This is something I see most websites missing. It needs to be above the fold so it’s seen and not buried down under.
My suggestion for this man’s website is to start from scratch. Start with a mobile responsive site because if it is not, it’s dated and old. Identify where all your content fits in your sales funnel. When someone lands on your homepage, what value can you provide and how will you get them into your sales funnel?
Overall the competitor’s website did not build trust with me to take the time to continue reading. I felt he was trying to “sell” me some high priced program. Yes we are in business to sell. However, you know that saying “people buy from people they know, like and trust.” Removing all the extra “stuff” and maybe adding a video or two explaining his process would have kept me on his site longer and built more trust.
Is it time for a website overhaul? You might not want to spend the money but consider it an investment in sales especially if you have high traffic, a high bounce rate, and low conversions.