I don't know about you, but every time I fill up my car with gas, I cringe when I start looking at the prices at my neighborhood gas stations. My car requires premium (that didn't seem to matter as much when I bought it several years ago and gas was half the cost of today's prices!) so I'm typically forking over $4 a gallon and $65 for a fill up.
So the last thing I would tolerate is to have any leaks, cracks or holes in my gas tank. I would not knowingly put a precious, expensive resource in a fuel system that repeatedly robs me of the chance to fully utilize that resource.
Yet, that process of putting a precious resource into a containment system with holes, leaks and cracks in it happens every day in business. It could easily be happening to you in your business and you're not even aware of it.
Let me explain.
I look at a lot of websites in assessing needs and developing strategic marketing plans for a wide variety of businesses. In my last post, I emphasized the importance of blogging as a method to increase the indexed page count for your site and driving incremental traffic for your targeted keywords. Blogging, and any other content creation efforts you undertake - developing articles, whitepapers, case studies, videos and/or graphics are all precious resources that drive traffic and, ultimately, sales for your business.
Your website is the containment system that holds your precious content resources so that visitors to your site can consume those resources in a way that's most beneficial to them.
So, you're probably thinking: "I spent a lot of money building a great looking site and then spent more money on content. I'm doing everything I can - so where's the leak?"
The leak is in not providing your visitors with easy opportunities to take action.
This is #1 flaw in the majority of business website design - the lack of a well constructed conversion process that leads your visitors to take some form of action.
If there is one supreme takeaway from reading this post - it is in the above sentence - your site should lead your visitors to take some form of action. If it is not currently doing that, then stop spending money on content until you fix the leaks.
So, how do you stop the leakage on your site? Let's use this very post as a case study.
If I wrote this blog post and simply published it - I would have created a leaky process. Readers would find the post, consume the resource, maybe cruise around the site a bit (if I'm lucky) and be on their way. I did not give readers an opportunity to take action.
The better approach is to embed a call to action in this post - an opportunity for you to take action - by creating an offer that's relevant to the focus of this post.
This call to action is intended to close the loop on the site visit process. The process flow is:
Keyword focus (small business web design) > Content creation (this blog post on the #1 Flaw) > Call to action (Fix your site -free) > Landing page (where you're taken upon clicking the call to action button above) > Form completion (the action I would like you to take from your site visit)
In an upcoming post, I will discuss looking for those low-hanging opportunities to close the leaks (those of you who do fill out the form will get this information first!!)
I hope this is helpful for you - any questions or suggestions can be left below.