Do you consider your website a marketing and sales tool? If you don't, start now. Websites are all about putting your business out there for potential customers to find, and just like all sales tools, if it's rubbish then it will fail.
For most businesses, your website should be your most effective business generator. Why? Well, unlike staff, it runs 24/7, doesn't get tired, can be easily updated, changed and tested, and most importantly, easily found. The trouble is this; a bad website will fail dismally and probably generate no business. There's no in-between here.
So what makes an effective website?
A great website is easy to use, obvious, and user friendly. People are increasingly impatient with websites, so you have to catch their attention immediately and direct them to the right call to actions.
Super important. Google ranks websites for mobile before it ranks them for desktop, and more people use websites on their smartphones than desktops. Your site must look and behave great on mobile - from speed to layout and content.
Call to actions should be carefully placed and tested. Make sure that they stand out, and don't overdo it. One strong, obvious CTA is far better than 20 scattered everywhere.
Well written, engaging content is important. While most people won't read everything, your site must always contain useful information, effective images, strong headlines, and direction to the CTA.
Great search engine optimisation is one of the most effective marketing methods. It will see your website constantly generate business, and bring customers back for more.
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