A site is for your customers, not for yourself

I regularly come across websites where I think the business manager has had them made for himself: very technical, use of difficult or expensive words and it is not immediately clear what the product or service is for. And such websites nowadays still achieve little return. If a visitor does not find what he or she needs within 3 seconds, he or she is gone. Sale away!

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You can be found online, but will receive few visitors, and those who come do not yield the right result. The conversion is limited. That is why I give a number of useful tips below to screen your own site if you feel that the conversion is not high enough.

1. Are the objectives of your website clear?

Your website has a clear objective, otherwise you would not have made it or had it made. Many websites start as a business card on the web. Because if you are not online, you do not exist. Everyone under 40 nowadays looks up everything on the internet. A telephone book is just as outdated!

But beyond just the business card, your site can do so much more, namely:

• Attract people to your store or office for a sale or (first) conversation;
• Selling a product or service through a webshop, with or without online payment;
• Inspiring people to encourage action (charity, different way of life,…);
• Ensure that people contact them as soon as possible to order something (think of a taxi company, plumber, etc…) where the customer is in dire need;
• Increase brand awareness if you want to “sell” yourself as an expert

Most websites combine more than 1 objective, of course, but it must always be clear what you want to achieve and ... your customer must also see that on your site.

2. Your customer visits your website and doesn't know you

Take a look at your own website through the eyes of your customer: unbiased and above all ignorant about your product or service. Ask yourself the following questions:

• Is it immediately clear what you want to sell or offer to the customer?
• Can your (top) products or services be found quickly?
• When you get to the homepage (or any other page), are the most important things you want to tell the customer immediately visible?
• Can the customer contact you quickly? Does he quickly find a phone number or email address?
• Does your site also work on mobile devices?
• If you have a webshop: is it user-friendly for the customer and does the site have a USP for the customer? More on this later.

3. Can your customer quickly take action (purchase / order / contact)?

One I regularly hear: “I don't put prices on my site, I just have to contact me for a quote. I think that is more personal. ”. That is of course possible, but your customer is (usually) not served with it. As indicated above, most people scour the internet and are quickly looking for information. In the following cases it is better to have prices on your site:

• If your competitors do put prices on their site. Your potential customer must already have a lot of time and enthusiasm to wait until you have found the time to make a quotation;
• If the price of your product or service can be calculated perfectly, even if it takes some calculations. Many sites already provide a form where you get a correct price based on a few options.
• To warm your potential customers with a starting price. “This product from xx EUR” ensures that there is already interest and you can (hopefully) proceed to an upsell: selling a more expensive product than the customer had actually anticipated.

Provide an action-oriented website

Website visitors are spoiled people: many sites are gems these days. So make sure that your website looks nice and professional. A beautiful shop window also attracts more people than an outdated shop!

In addition to a beautiful site, your site must of course also be functional. You can achieve this by:

• Clear landing pages with photos, text,… that put your product or service in the spotlight;
• Clear call-to-actions: large buttons that call to action (“contact us”, “order now”, “subscribe to the newsletter”, ...)
• Provide easily findable contact details on your site: preferably on every page in the footer, but possibly also between the content;

If the answer to any of the above tips is not entirely positive, it may be the time to take a closer look at your site and see where it can be improved. Or maybe even completely overhauled? A site more than 5 years old probably no longer meets the needs of our time.

Does your site have a USP?

A USP, or Unique Selling Proposition, ensures that your site is more special than the rest. Your competitor has a website with identical functionalities, so you have to stand out in one way or another. Therefore, try to integrate one or more useful tools on your site that stimulate sales. Think of shopping baskets, favorites lists, calculation modules or inspiration cards.

A good example is the favorite folder of  niko.com . You cannot buy directly on the website, but you can put their products in a favorites basket that you can then send to yourself. Handy for you as a website owner, by the way, because that way you also have the email address of your future customer. This allows you to plan further marketing campaigns after a first visit. So double profit!

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