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How to make your website an investment and not an expense

written by Walter Ponce April 18, 2018

Let’s see if this story sounds familiar to you …

You have a business (or you do not have it, but you have been thinking about creating one for a while) and you are thinking about making the leap to the internet with the idea of ​​increasing your customers and sales.

That is to say, you are thinking about creating a website because, in these times, you think that not being on the internet is a complete backwardness.

You think well.

But…

You know a friend who also has a business.

X money was spent on a website (or it was made by a relative or he has it in one of those famous portals that appear on TV saying “your website in 2 simple steps”) and he told you …

“A web? What a waste! Mine is not visited by anyone. I have not received a single budget request through my website nor have I managed to close any sales with it. ”

Your friend is right in something.

Your website has been (and it’s) an expense.

But not because a website in itself is an expense and does not help at all.

More likely because your website is not done as it should, as you need and / or do not work on it enough.

Reasons why a website does not sell or get customers

I want to tell you something in advance.

Your website is something you must work on every day, every week.

If you think that making a website and leaving it on the Internet dead with laughter, without touching it, you will be able to sell something, I’ll tell you better than you start.

You will end up as frustrated as your friend, saying (like him) that this is a foolish expense and spouting pests from the online world (without reason).

Oh yes, your friend.

We go back to him.

Better said: to anyone who already has a website and has the same opinion.

I am sure that any website of any person who has that mentality does not meet any (or almost none) of the following key points that I will mention below:

  1. Does not pursue clear and well-defined objectives
  2. The design is not adequate to achieve its objectives
  3. The design is not correct or is obsolete
  4. They talk too much about themselves
  5. It is not transmitting nor generating any type of trust to the users through its contents and texts
  6. You do not have a blog or you are helping your potential clients
  7. The website does not have any interaction with the users who visit it
  8. Not loyal readers and potential customers with subscription strategies and email marketing
  9. Do not work anything (or very little) social networks

I know this sounds in a way too general said like that in a simple list.

So I’m going to examine each of these points carefully with you.

1. Your website does not pursue any clear objective

Yes, yes … I know you want to make a website.

But … have you thought about what exactly you want to achieve with it?

Defining an objective and planning your website based on that objective is key to achieving it.

If this aspect is not clear, you can not design a website that really serves to achieve what you have proposed.

You may now be wondering … and how do I define my goal?

Well, you see, there are as many goals as there are people or web projects.

But, generally, I’ll tell you which are the most common in this article of my blog so that you go thinking about yours and, in that way, you will know what kind of web you want for your business.

2. The design of your website is not focused on meeting your goals

This is, in my point of view, one of the most important aspects of this post, so I’m going to extend a bit more in it than in the rest.

I tell you … Some time ago a singular case occurred to me.

A client asked me for a budget to redesign his blog.

He did not understand why he did not have a single subscriber and so few visits with his travel articles.

When I entered the blog to see where the problem was … surprise!

It is true. His articles were quite curated … but I did not find the subscription form anywhere.

And that I am familiar with searching the internet or websites. But nothing, that did not hit him.

The client finally indicated where it was.

Hidden (I would say more: very well hidden) within its design (which, by the way, was also a bit overloaded and confusing to locate anything).

In this specific case I asked the client the following ..

If you want to attract more subscribers … have you not thought that to achieve your goal you have to make it easy for whoever visits you?

Of course, this question is applicable to any web or project.

The important information, which you want everyone to see without having to go crazy looking for it, should be as visible as possible.

If it can be at the first glance just after entering the web, better than better.

You should also use calls to action or guide your visitors clearly (through your design) to do what you want them to do.

In the case of the case that I have mentioned here, leave your email to increase the list of subscribers.

In your case it may be something else:

  1. Sell ​​that product you have on offer for a limited time
  2. For the visitor to fill in a form so you can contact him later
  3. Ask for a quote
  4. That the user get a free ebook like the one I have on my website or that your visitors download any other free material that is of quality and value to them

As I told you before, there may be as many goals as there are different websites in the world.

The lesson I want you to learn from this situation that I experienced is that the design of a web has to be thought and focused always to meet your goal or objectives.

It is useless to have the objectives of the previous point very clear if then you have a design that does not help you achieve the goals that you have proposed.

3. The design of your website is not correct or is obsolete

So important is that the design is focused on meeting the goals you set as an attractive, modern design adapted to the new times that arise.

If you have a website designed 5 or 10 years ago (for a period of time), not adapted to mobile devices and the trends of that time … let me tell you (without seeing it) that you are frightening more than one of your visitors and these have come out the same or faster than they have entered.

Remember that on a website, as in many other areas of life, making a good impression is the key to success.

4. You talk too much about yourself or your business

I understand that you want to tell those who visit your website what you do so they know what you stand for or how you can help them.

But … is it really necessary that you count until you were born?

Think about it: nobody goes to your website to see how fantastic you are, what you have studied or when you founded your business.

They enter because they need professional help to a certain problem.

Do not spend in your texts talking about you or how wonderful you are and your business.

Focus your texts and your energies on trying to awaken emotions in those who read you, so that these emotions make them decide for you as the professional they want to solve their problem.

5. You do not transmit any type of trust with your texts

Do you want to know what is the real secret of getting customers, selling your products or getting what you propose with your website?

Yes right?

Well, it’s something as simple as this:

The secret to getting what you want is based on generating confidence.

Think about it for a moment: the people who enter your website for the first time do not know you about anything, they do not know who you are … why should they buy you and trust you as soon as they see you?

One of the best ways to generate this confidence is through your texts.

Do not you have any idea how to do this? I mention some general guidelines that I think will be very helpful:

  • Use a close language, without too many technicalities
  • Speak in the first person and direct yourself to your reader (usually we read alone, do not write as if you were addressing a large crowd).
  • Use phrases and short paragraphs better than long. None of us like too cumbersome texts.
  • Use copywriting techniques (like, for example, storytelling) or hire a specialist in this field to seduce your visitors and potential clients.

6. Do not help your potential clients with their problems through a blog

As I said in the previous point, building trust is key.

With some well-made texts, it is not enough. These texts have to form useful and valuable content.

Help through a blog on your website giving solution to problems that your potential customers may have is the best way to publish this valuable content.

As a result, these potential customers sooner or later will end up coming to your website to solve their problems.

And, if the help you have given them is really good, you will be generating that trust that can turn a potential client into a real client.

You can say that it is exactly what I am doing in this post with you almost without you noticing … 😉

7. Your website is dead in life: do not update it or interact with your visitors

If something I have more and more clear is that a website that does not have constant updates is a website doomed to fail.

Not only do I have it clear: Google also.

It is proven that websites that create new content on a regular and constant basis (or update the one they already have) position themselves better in search engines (with the consequent increase in traffic and sales or customers that this entails).

The same I think of the webs in which there is no interaction between its owner and its visitors.

Look at it in another way …

When you hire a service of whatever or want to buy a product … what do you like to have a support service behind to answer your questions or problems before, during and after the sale / contracting?

Well with a web the same thing happens.

Respond to comments and questions from your visitors (within a limit, you are not a free helpline either, be careful with this that there is a lot of “ready” loose ..) and interact with them to see that you are very aware of their problems or needs.

Without a doubt, doing this is another very good way to generate that valuable trust you are looking for to sell your services or products.

8. You do not use the subscriber list or email marketing

I recognize that in my own project I started working on my subscriber list too late.

A tip: do not fall also this error and start as soon as possible.

If you have not started with your business website, better yet: implement a subscription and email marketing strategy from the first day.

Between 70 and 80% of people who visit your website will never do it again.

That is why this technique is very important to retain readers that generate recurrent traffic to your blog and, surely, some of those subscribers will end up becoming customers of your business.

We return to the same as before: if you visit your website every week and your new content or updates, it will generate a very positive relationship of trust for the interests of your business. 😉

9. Do not spread your content or help your visitors disseminate it

It is as important to generate good content on your website as to facilitate its dissemination to reach as many people as possible interested in your products or services.

To carry out this task, today we have something very powerful available to all called social networks.

Connect your profiles to your website and use them to reach more people interested in your services or products.

In the same way, it makes it easier for the reader to disseminate your content by placing visible buttons on your website to share on social networks.

To end…

I would like you to stay with these concepts as a summary:

  1. Your website should have an attractive design, but the most important thing is to help you meet your goals.
  2. Your website should generate trust in potential customers who visit it. This trust is generated mainly by helping them through a good content marketing strategy and a blog.
  3. Work and take care of your texts as much as or more than design.
  4. Use email marketing and social networks to gradually increase the traffic of your website as well as the benefits obtained through it.
  5. Work on all these important elements (blog, web, comments, list of subscribers, social networks) on a daily basis.
  6. Otherwise, you will never get any results. Always keep in mind that online competition is brutal.
  7. To start your journey to your “web-investment” and forget about a nice “web-paperweight”, I invite you to download my ebook “Design a plan: 8 steps prior to the creation of a successful website” completely free way, in which you will learn to make a good prior planning before putting to create or design anything. In addition, this ebook includes a worksheet that you can fill out as you read each chapter so you do not just stay with the theory and take action immediately.

I say goodbye with this. I hope and sincerely hope that this article will be of help for you to obtain everything you propose with the presence of your business on the internet.

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