strategy

5 ways to keep prospects on your website longer

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In the midst of this crazy, digital age, you might hear the argument that as long as you have a Facebook business page and are on social media platforms, you don’t need a website. First, that is totally untrue. If Facebook pulled the plug and disappeared tomorrow, all of your content, photos and followers would go with it — and what would you be left with?

A website is an absolutely necessary marketing platform to have. It’s a space that gives prospective clients a chance to learn more about your brand and what you can offer them. You also look more professional, legitimate and credible. Often, it can be tough enough to drive traffic TO your website — to check out all of those great things about you and your services, products, or both. Because of this, it’s even more important to KEEP those individuals on your website for as long as possible.

Here is a list of 5 easy ways that you can make sure that they stay:

1. Make it really clear who you are and what you do.
In the first few seconds, if it’s difficult for someone to figure out what your website (or business or blog) is about, they’re going to make a quick exit. Make sure that your logo and name is one of the first elements that they see — as well as some quick hits about your offers. For example, when someone visits my website, they should be able to quickly figure out that I’m a graphic designer, that I offer branding and monthly retainer services and that I primarily focus on working with feminine brands and female-driven small businesses. If someone isn’t looking for what I offer, we might not be a good fit in working together and that’s OK. But, if a female business coach is looking to go through a rebrand and she needs a quick turnaround, then I will probably be the right girl for the job. She will see that — and continue to click through to other pages — to learn more about me as a person, my pricing — and what months I have open to book package jobs.  

2. Provide a call to action — in more than one place.
A call to action is crucial if you want prospects to either keep following you or contact you in some way. This can be in the form of an email newsletter sign-up, an opt-in to download a freebie that will offer them some help and value — or something as simple as a link to your contact page. CTAs keep people interested in and in contact with you — even after they leave your website. They’ll take action if they like what they see and want to talk to you about a possible hire — and they’ll take action even if they don’t have the need or budget to afford you right now, but they might in the future. Or, they want to learn more about or from you. You can sprinkle these in a couple of different spots on each page, or at the end of each blog post. There really can never be too many! They can be a mix of embedded forms directly on the site — or pop-ups. You want to encourage them to call, email, subscribe, share, follow, download or buy.  

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3. Keep the design simple.
As a designer, of course I can’t stress this point enough. Simple design is always the best kind, whether it’s a logo, website, PDF, social media graphic or anything else. The less busy that a page is, the quicker that a visitor will be able to scan it. If the branding is on point, navigation is easy to follow and the visuals are engaging, people will definitely stay around longer.

4. And, the content short and sweet.
In a very similar way, keep the words simple as well. Make sure that sentences and paragraphs — and any blocks of copy — are easy to read and to the point. And, make sure that you’re not just throwing around fluff. Utilize the space for copy in a smart fashion — and make sure that you’re not saying things just to impress a prospect — language that might actually be over their head and difficult to understand. Let people know who you are, what you do and what you can offer THEM (it’s all about helping the client, after all) that they’re not going to find anywhere else, with anyone else. Let the words on the screen pack a punch that can be quickly absorbed — and leaves someone thinking, “I HAVE to talk to or work with (her)!”

5. Integrate photos + videos!
Just like good and simple design, photos and videos can help to greatly elevate a page’s dynamic, look and feel. People relate to people and like to see photos (or videos) of them. This is why I find that posting a photo on Facebook creates so much more engagement than just a status made up of words. People would truly rather read a couple of quick sentences about you and then literally SEE you. It’s just human nature and simply a golden rule of design — to keep a healthy balance between copy and imagery. And, although there are many who would still rather read books than watch movies, I’m a big believer that someone will watch a quick 2-minute video of you over reading an exceptionally long blog post or 4-5 paragraphs of lengthy copy about what you can offer them.   


Branding 101 - Free Downloadable Guide
It's 2018 — how is your branding looking? Would you like to give it a bit of a makeover or refresh? Do you have a logo, website and more that you absolutely love…or…not so much? If you’re not a design professional, branding might be something that you don’t love to do for your business or you simply don’t have time for, so let someone else take over! Sign-up below to receive the link to download my free PDF tool “Branding 101: What it is, what it isn’t and why you need it” — right now! This quick and simple guide will walk you through why it’s important to establish consistent and memorable branding within your biz — and if you can DIY some of it or if you should hire that professional. If you have any questions after going through it, let’s connect and chat some more!

3 ways to a foolproof web strategy

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When it comes to strategy, there is a strategy for everything out there. From content strategy to social media strategy, there seems to be a strategy for everything but your website.

When we are leading so many people to our website, we are forgetting that it needs a strategy in place, too. If we send them there without a clearly-defined path, often times, they will click off faster than we can say "wait a minute!" We forget that we need to also clearly define our audience, create that clearly-defined path and focus on the user experience.

Let’s chat about creating a foolproof web strategy that is going to help you capture more interest and produce better results with your website.

Crystal Clear Audience

If you have ever talked with a business coach, you will find they always talk about your target audience. We may roll our eyes, but when it comes to web strategy, it is incredibly important to make sure that we have a crystal clear picture of who are target audience is.

When it comes to web strategy, you have to understand who you want to work with. Repel and attract those you want to work with to help you better focus on getting those clients you want. Weeding them out with your website can save you (and them) a lot of time in the long run, so, why not?

Once you know your target audience, you can make sure to design your website for them. If you are looking to target middle to older age women, you will want to be considerate on font size and have a simpler website. For those who are looking to target a younger generation, have a website that is a bit more “hip” (as they say) — it will make sure you attract that age group.

Most importantly, you want to make sure you are speaking to their needs through your design. Make them desire to come to your website because they are attracted to what you have to offer. Allow them to feel what you want them to feel by making your website feel just for them.

Crystal Clear Path

There is nothing worse than being given a destination, but having no idea how to get there. Often times, this happens with websites. We know that we have a need (for example, help with social media) — but we fail to take people on a journey in regards to what is it like to work with us.

This is a crucial part of the process and we sometimes forget how it even works.

Help your web visitors out by defining a path for them to go down. Do not give them too many options...just enough for you to be able to describe what you do, how you work and how you can help them. It’s simple in these terms, but can be difficult to make happen with a website. This is why designing it to be clean, simple and easy to navigate is the way to go.

This can easily be done with obvious call to actions on every page. Focus on your visitors going on a journey through your website and have your website reflect this journey that you want them to go on. Make it obvious what you want them to do and how you want them to respond to your website.

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Crystal User Experience

Out of all of the aspects, I believe the user experience is an important part of this. If you are not catering to your exact target audience and providing them with a clear path, then you should at least have a website designed for the user experience portion.

In simple terms, your website should be user-friendly.

There are a couple of items that go into this that some people do not talk about. These include making sure that the colors of your website attract your audience, but do not hinder their experience. Nothing is worse than visiting a website just to be blinded by neon colors on top of neon colors — or white text against a black background. While these can be successfully executed on rare occasions, make sure that your website is clean and color-friendly.

Another important aspect that we must all consider with our website is optimization. You truly do need a website that can be viewable on any platform. This is incredibly important when it comes to serving your audience because the majority of them are on their smart devices! Having a website that is not mobile-friendly will cost you more than you know.

Lastly, consider your image versus text ratio. Focus on bringing the page to life with images that convey the feelings or the messages you are looking to bring to the table. Having the right images can make or break a website. Never go for low-quality or simple, generic stock photos. Have branded photography done or find photos of flat lays that are meant to attract your audience. There are quite a few places to receive stock photography including Haute Stock.

Conclusion

When it comes to web strategy, it is not too difficult to implement these steps into your current web design. The three components just discussed can take your strategy to the next level!


ASHLEY DELUCA is a digital marketing and web strategist who empowers female millennial entrepreneurs by creating a web design and foolproof strategy in 30 days. She enjoys eating cheese and playing with her two basset hound puppies when she is not glued to her laptop. You can find her at blankslatemediaconsulting.com.