Less than 1 out of 100 companies I audit have the basic marketing fundamentals locked down. They have no marketing plan, a shaky marketing strategy (if any), and half the time they have no idea that parts of their website are broken.
I’m not just talking about small companies either, some of these are billion dollar brands. Stop trying to WOW people with exciting new tools, when your websites broken.
Most companies just accept that their website doesn’t drive any new business or leads. That’s sad. Your website can be so much more than just an digital brochure. It should be your Pre-Sales Team working 24 hours a day, 365, attracting new visitors, answering their questions, pre-qualifying them and passing them to your Sales Team to close.
But that will never happen if you don’t have the marketing basics down.
Here are 5 things everyone should check.
• Number 1 - Check all your website links and forms. When I audit websites, at least 10 percent of the links don’t work. Permalink's are broken, pages were deleted without a redirect, and documents were moved or replaced.
Some websites have a lot of links and you need to check them all.
If you haven’t already, add your website to Google’s Search Console. It’s free and it'll notify you if visitors are hitting 404-pages from broken links. It will also tell you what pages they were on when they clicked on a broken link.
• Number 2 - There’s nothing more frustrating than a contact form that doesn’t work. Especially when the companies website doesn’t list anyones email addresses. It’s like you don’t want to succeed.
Most people don’t think to ask, why aren’t we getting any emails from our website? They just assume people aren’t researching them online. That’s false. More than half of buyers research a product, service or company online before contacting a salesperson.
Those buyers that couldn't reach you through your broken website, they bought from your competitor.
• Number 3 - Define your goal and write or revise a strategy. Making more money isn’t a goal. It doesn’t quantify how much money, when, or how. And you can’t reach a goal you didn’t make.
Figure out what you want and devise a plan to get there. Don’t make it complicated.
I ask every company I work with, can I see your marketing plan? One company, only one ever had one. Everyone else was just winging it. Don’t wing it.
• Number 4 - Do you have an SSL certificate and is it working? Go to your website and look for the HTTPS next to a green padlock icon. Is it there up in the top left of your browser’s URL field?
If not it’ll say Not Secure.
After July 1st, if it’s not working your going to see a sharp drop in web traffic. Google requires that every website has one by July 1st. If you don’t they are going to penalize your search ranking, placing you behind your competitors who took the time to protect their visitors online safety.
When someone visits your website, they will get a notification that your website is not secure and that they should turn back.
The reason you need, it is because without it, hackers can get between your website and your visitors. They can change how text, images and links appear. They can also steal people information sent through website forms.
One time I had a Catholic School who's website links were routing visitors to Viagra stores.
It’s such an easy fix. Don’t scare away your customers.
• Number 5 - Does your website guide visitors towards a goal? How are you converting strangers into leads?
Do you have a call to action? Do you offer valuable information? Are you positioned as a thought leader in the space?
Build trust and authority with greater content. Engineers, salespeople and technicians are great resources for this. Share their knowledge through your blog and social media channels.
Here in Boston, Yale Appliance did that, driving hundreds of thousands of new visitors to their website and skyrocketing their annual revenue.
Music Credit: 641A