I’m sure you agree with me, it’s painful to spend time curating content for your audience only for them not to seem interested. Or when you launch and you are not receiving the traffic you think you deserve. Truth of the matter to have a powerful website you don’t need to learn how to program. You don’t need fancy sliders (please no more sliders), mumbo jumbo on how to look professional or whatever gimmicks you may have told yourself.
Having a powerful website is as simple as these three C’s:
Why do you focus more on certain pages than you do other pages?
Why is it when you see Caroline Mutoko on your YouTube recommended section you pay more attention than you would Vera Sidika on Nairobi Diaries?
Don’t you ever ask yourself why you give your time to the people or objects you currently give your time to?
It is simply because they have connected with you.
You read Buzzfeed because you have connected with the website.
You listen to Classic FM because they have connected with you.
You watch The Trend because they have connected with you.
And just as much as you value your time and become quite specific on who you give your time to, so is your site visitor.
If you did not know it, people judge your website within the first five seconds and most site visitors spend fifteen seconds on a website before heading elsewhere. (By the way, thank you for reading thus far). Your site visitors are subconsciously judging if they like and trust you.
To make the most of your first connection with your site visitors as soon as they land on your homepage they should be able to know the following:
- Who does this website belong to?
- What is your business about?
- What pain of their’s does it address? It means nothing if it doesn’t add value to your site visitor’s life.
If your landing page addresses all of the following it helps you build your know, like and trust from your site visitor. Whatever landing page you are sending your site visitors to, make sure the above is quite obvious for them.
Once you have connected with your deepest desire, you can work towards capturing their attention and become memorable.
You can capture your visitor on different other platforms you are on, but your most powerful platform is your website. Simply because you are in full control of your website. You set your own rules and regulations.
You decide when you would like to take your website down and be done with it. That’s not the case with Facebook, YouTube, Instagram or Snapchat.
If you do not abide the rules and regulations they set, then you are off. So when you have thousands of views on YouTube, tens of thousands in likes on Facebook and the same metrics cannot be translated on your website, then you are doing something wrong.
What exactly are you doing on all these other platforms and how can you translate the same results on your website. You can monitor your metrics through traffic, conversions and bounce rate. How long are visitors staying on your website?
What pages are they exiting from? Could you improve their exit pages to increase the amount of time they spend on the site? Are you generating any form of leads? (You need leads to maintain your online business)
Normally you can start with an email list. Once they are on your email list you can nurture that relationship on your own turf. Let those who will unsubscribe, unsubscribe and focus on the current subscriptions. Be it one, ten, or one hundred.
Finally, your website should do the heavy lifting for you. You should be able to convert site visitors to paying customers. If your website isn’t doing that for you, then your business is in trouble.
Unless I have an immediate pain point, I will not impulsively purchase products or services you display. I will take the time to read, and review what you are about. I will check for testimonials, people you have worked. Without these information available, I will not make the bold step and purchase.
So once you have collected email addresses, you now need to come up with funnels to keep engaging site visitors.
Show them various ways they can work with you. Are you into real estate? Are you a broker or an architect? Do you also own a construction company? Can they consult you on their landscape? How many different ways can they work with you? How much will it cost them?
Converting a site visitor into a paying customer is the hardest part of being in an online marketing business. You need to give them reasons as to why they should trust you with their money. Show them how different you are from all other competitors.
Stop shaking your head.
Your current visitors are already having the line of thought of between your company and company Y, who is a better match for them. And instead of rolling the dice and waiting for them to decide, why not bring up the conversation and convince them of why they should choose you instead.
Now go check your website and see if it does the following:
- Connect – do they trust you? Do they like you?
- Capture – How are you going to keep in touch with them?
- Convert – How many have become paying customers? How many are loyal customers?
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