You might be thinking, why does my website matter? Why would I spend a lot of time, money, and thought working on making it better, when it already works and explains what my business does?
Most people have had this thought, but at this point in time, (September 2019, currently) the internet has completely taken over business. Some of the largest stores on earth, like Toys R’ Us, Sears, Forever 21, just to name a few, have almost completely ceased retail operations in favor of e-commerce.
Whether you’re selling a product online, or your website just explains your business, your website is essential to its success, and even just being able to stay afloat in the next few years. Going back to what I said at the start of this article, “just a website” is not enough. Think about it this way- is just having a store enough to operate a successful business?
Imagine this- You see a store, but there aren’t any signs out front explaining what it sells. When you walk in, it’s ugly, and outdated. If you haven’t decided to get the hell out already, trying to browse the shelves is a confusing mess, with unlabeled products, a hidden sales section, and no employees trying to help them.
That store owner would be lucky to sell one product a year.
This is the same as your website, which might be why you haven’t been able to generate any sales from it yet. Here’s the 3 keys to a perfect website, broken down into physical examples;
Generating traffic to your website (SEO, Paid Advertisements) is like your real estate. If you have a great location in the city center, you’ll surely have some people visiting your store. However, if it’s not what they want, you’ll see an insane bounce rate.
Your website’s look & feel is, obviously, like the appearance of your store. If you walk into a store trying to buy a new spatula, but it looks like an abandoned mental institution, you’re probably going to turn around, run away, and hope no employees noticed. Maybe they had exactly what you need, for a low price, but you didn’t even walk far enough to notice.
Your websites user experience is like your shelves, employees, and store organization. Picture you walked into “Patrick’s Kitchen Warehouse”, trying to buy a spatula. Once you walked in, it looked like a nice store, but for the love of god, you’ve been walking around for 15 minutes and cannot find a spatula if your life depended on it- because there wasn’t any sign indicating where you’d find one. You’d probably get annoyed and leave, if there were no employees to help you. Unfortunately, you can’t have employees on a website, so it better damn-well have a good user experience.
Now ask yourself this question- is your website the ugly, confusing nonsense store, or a beautiful, easy to navigate, sales funnel?