Think of how you use Google. My guess is that when you search for something, you look at many different Websites and maybe even try a number of different search terms to get what you are looking for. Google is so fast now, that it is possible to conduct 4 or 5 searches in a minute, including the time it takes to click on a few results, check out the sites, assess them, hit your back button, check out some more sites and try another search.
We are all ‘just looking’ and not necessarily going to buy from almost every Website we visit. This translates to a lot of traffic for each site leading to very few sales.
It’s like a mall full of people rushing around madly, poking their heads into shops for a few seconds, then backing out and moving on to poke their heads into the next shop. They may come back to a shop they liked, but only after much investigation of everything that is on offer in this giant virtual mall we call the Internet.
Understanding this is critical to how you deal with your Website. You must realise that a sale is made not just in one visit, but maybe after someone has checked you out, left, checked others out, returned, checked you out some more, left again, checked out even more others, then maybe returned to do business with you. So, you must be able to captivate their interest and give them a reason to remember you and return.
You also need to try to make sure that every other site they might look at will seem to them to be a lesser choice – less professional, less friendly, less trustworthy and less value for money.
Otherwise, you risk losing a large chunk of potential business to your competitors. Every factor must be taken into account – from the very basic ‘getting found in Google’ element to the design and layout, imagery, messaging, signs of credibility and success, positioning of your business to indicate the type of people you service (to filter out or pre-qualify leads) and ease of use, so the visitor will find as little resistance as possible going from finding your site to making contact.
Your Website home page is a shop front without a shopkeeper. It is critical to lure in those window shoppers and get them to stick around long enough to engage with you.
Cyrius Media Group has been attracting customers to our clients for over a decade, bringing in millions of dollars worth of new business. Find out how we can apply our insights and knowledge to your Website today. Contact Us.