I’ve had two nearly identical conversions with small businesses in the past week.
And they both started with something like this “We just launched a new website! What do you think?”
And it’s always a painful conversation to have.
Well, usually the website was created by a friend, friend-of-a-friend, or a family member.
And honestly, most of the websites look pretty good. They are nice, have good colors, and capture the “brand”.
Throw in some fancy photography and these could be a marquee demo for SquareSpace.
But the problem is, like most websites, they fail at everything important.
If you create a website, you only have it for three main reasons:
- Drive sales or sales leads
- Capture SEO traffic
- Provide information
For most businesses (unless you’re Wikipedia or the New York Times), point three doesn’t matter.
Which basically leaves two main purposes for a website.
And here’s the truth: most websites are terrible at driving sales and capturing SEO traffic.
How do I know? Because we create web pages, landing pages, and optimize for search every day. We know how to get people to take action and how to capture search traffic.
And most websites miss most of the important elements.
There aren’t massive secrets to generating SEO or getting conversions. We just have a lot of experience building these types of pages that most developers don’t.
We know how people work and we know how Google works.
The common way to build a website is to look at all your competitors and say, “I like that website!” and “I like the parallax photo in the background!”.
But fancy fonts and parallax images don’t sell products.
Traffic and copy do.
So before you even think about letting a designer loose on a new website, ask yourself: “What am I trying to accomplish and what’s the best way to do it?”
Now, go find the answer.
Only then should you build a site.
Otherwise, you might as well go on a luxury Caribbean cruise. Your dollars will be just as productive. 🚢 🚢 🚢