Is the Answer to your Website’s Success Hidden in Plain Sight?

Tweet

 

The term “hidden in plain sight” is becoming a very popular management philosophy. It means that so many times the answers to some of our most complex problems are right there in front of us, only we are too focused on posturing, politics, people or other problems that prevent us from discovering the answer to the solution which is right under our noses. If we would only stop to see the world around us, to read what people have written or listen to what they have said, the answers would just magically appears right in front of us.

When the person who sent it says “I didn’t mean it that way” – you took it the wrong way. Then they blame that person for misinterpreting what was said. The problem is communication is a two-way street. One person sends it, the other person receives it. If more than one person receives it the same way, then the sender has a problem. The real problem the sender has is when they are stubborn enough to think that they are right and the feedback that they received is wrong.

This is the case in the majority of the websites that I review. The store owner or the manager will tell me what the site is saying or what it means. In other words, they are explaining it. Rule number one about your websites is just like when you tell a joke, if you have to explain it – then it sucks. I am about to share my NIFTY FIFTY (these fifty points will be covered in depth in our upcoming webinar on February 23rd, see below for more information), which will include 50 ways to make your website more competitive and a site that will make your register ring.

1. Websites are intended to do more business. They are not a piece of art to collect.
2. There are two major elements that affect the success of a site – style and performance.
3. Style is the way a website looks. It’s graphically beautiful, the colors are wonderful, but it’s too slow and the navigation is too confusing, i.e. the site was designed by a graphic designer and not a soft-ware professional.
4. Performance means that the site works, it’s fast, it makes sense and you can find what you are looking for. However, many times they are not the prettiest sites because they were designed by an internet professional and desperately is in need of a graphic designer.
5. Rule number 5 is to make sure you have both professionals working on your site.
6. Is it user friendly? Are you able to find things easily?
7. Have the department or category of your website on every page so that they know where they are.
8. Don’t use more than 2 different fonts on the same page. You won’t look professional and it will look like it is homemade.
9. Clip art says CHEAP.
10. Be in alignment. Make sure the store has the same look and feel as the website.
11. Never use music on your website. People surf at work and they automatically turn off the ones with music.
12. Make sure your site is logical, which means what would you expect to do to go back a page or what would you expect to find on a particular page?
13. Have testimonials throughout your website and not just on a testimonial page.
14. Know that testimonials come in three varieties.
15. Show a quote with the person’s name and what they do – it adds credibility.
16. Add a picture to the testimonial with the person who said it.
17. Have the person filmed who is giving a testimonial and add the video to your website.
18. Also use videos to interview your vendors for content on your website.
19. Spotlight a customer on your website with either a story or video.
20. Personalize your website by showing pictures of your employees and short bios of your key people.
21. Have a welcoming statement from the owner or manager in either print or video.
22. Use video to create 2 minute product reviews.
23. Use as many headlines as possible.
24. Make sure your copy is short but if it is longer use bullet points and additional sub-headlines.
25. Observe other websites regularly.
26. Look for creative tabs or categories on other websites.
27. Understand the ethical bribe, which means offer something for free in return for the customer’s contact information so that you can market to them in the future.
28. Add tools that your customers can use on your website, such as short surveys or evaluations.
29. Create Calls to Action which are small graphical boxes that make an irresistible offer, such as something for nothing in return for information about the customer.
30. Know your Returnability Quotient which is the amount of tools or freebies you offer to your web customers that will make them return again and again.
31. Make sure you offer a newsletter.
32. Offer a blog address.
33. Always have your Facebook symbol on every page.
34. Also have your Twitter or other social media logos in which you are involved.
35. If you have won an award, make sure the award is mentioned on the top section of your homepage.
36. Make sure there is what is called “Alternative Text” behind every picture, which means the search engines will be able to find that picture because there are words that they can search for.
37. Make sure your website is listed on Google Local to help encourage local business.
38. Explore and add affiliate programs to your website but do it because you are servicing the customer better and not how much money you will make.
39. Know your desired result for every page on your website.
40. Know what makes your website sticky which means what will keep people on your site.
41. Add site maps whenever possible.
42. Frequently asked questions are equally as popular.
43. Understand the concept of first shop elimination which means the first time a customer shops your store is online.
44. List as many of the names of your most popular vendors on as many pages as possible.
45. Offer interactive contests that will help to increase your Returnability Quotient.
46. Create a page of links to your local businesses. Call it a Community Page. They will appreciate it.
47. Understand that customers do not visit your site through your front door. They search for terms or words.
48. Create landing pages, which are simple pages that focus on just one word or phrase that customers might search.
49. Always have your contact information visible on every page.
50. Include a calendar of upcoming events because successful retailers are event focused.

All of these fifty ideas you have seen before in sites you have visited. The answer is in plain sight. The best answers are always the simplest ones.

Don’t forget to sign up for our website review webinar which is always one of the most popular events we have.

If you are attending this webinar, please volunteer to have your website reviewed.

Don't forget, members of The Retailer's Advantage get access to all of Rick's webinars included in their membership!

Have a great week!