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5 Reasons Your Website Needs an Anti-Aging Makeover
May 7, 2012
4 Min Read
by Lynda Goldman
You know it when you see it. Its a website that hasnt been changed since 1995. The design is old fashioned, its difficult to read and then you find the clincheran invitation to an event that took place years ago.
You may feel your website doesnt matter that much in the days of social media, but its still your home base. Prospects who find out about you head over to your website to check out your company. What they see can determine whether they want to do business with you.
Heres an example. Ive been buying supplements from a certain company at my local health food store, and thought Id reorder online to save time. I was taken aback by the company's website. It looked so old and dated that I almost lost confidence in the company. I thought, If they dont pay attention to their website, which reflects their company image, how do I know they are paying attention to the quality of their products?"
Just like we can tell the approximate age of a person by observing their face, hairstyle and clothing, people make judgments about your company based on its appearance. The good news is that it is far easier to rejuvenate your website than to erase the signs of aging on a personand generally much less painful.
Heres a quick checklist to see if your website needs an anti-aging makeover.
Old-fashioned design and logo: In the past, a basic design and standard colors might pass, especially for B2B sites. But web design has evolved, just like cars, home decor and fashion have changed. Imagine the impression youd make wearing an old fashioned suit to your next trade show. You make a similar impression with a dated website. Your web design should project a professional, up-to-date image and be easy to navigate. Its the face of your company. Spend a little time and money to make sure it reflects the high quality of your products.
Boring web copy: Hows this for riveting web copy? We specialize in research and development, custom formulations and state of the art manufacturing. For more than 25 years, (Company X) has been a leading manufacturer with extensive product lines of top quality health care products." Can you figure out which company wrote this? No one can, because its boring boilerplate copy, which means it says nothing about the company. Its the equivalent of a conversation where someone asks, How are you" and the other person answers, Fine, how are you?" Your website has to explain what makes you unique. It has to give a flavor of who you are, how your company came to be and why customers should buy from you instead of the competition
Confused about About" page: Many companies confuse the "Home" page with the "About" page, and put information about themselves on the home page. I call this a we we" website, because it says, We do this, we provide that." This information belongs on the About page. The Home page should be about your customers, and their needs and concerns. It has to show you know who your customers are, and that you understand their immediate concerns. Otherwise, why should they waste time on your site?
Nothing engages the readers. Most companies upload some descriptions of products or processes, add a few paragraphs about the company, and call it a day. Your website can do so much for you. Its like a 24/7 sales person. The key is to make it engaging, so people actually stay and read, watch and interact. You can convey your information with a story, a case study, or with video, which has so much more impact. The stakes are much higher now, and if you dont involve your readers, they will leavepossibly never to return.
Call to Action: Every website needs a clear Call to Action, but many neglect this crucial step in getting customers. What do you want visitors to do next: Contact you for an estimate? Sign up for your newsletter? Download your report? Add products to a shopping cart? Shop at their nearest retailer? Dont leave visitors hanging or they will leave your site without ever buying. Give them clear next steps to follow.
A website is a living, breathing representation of your company. Neglect it, and youll come across as a dinosaur. This may cause your visitors to wonder how current you are in your research and your products.
Fortunately, updating a website is way less costly and painful than a facelift, and brings you great benefits. Visitors will perceive you as professional and trustworthy, and feel confident in doing business with you.
Lynda Goldman helps nutrition and natural product companies generate fresh customers daily. She works with customers around the globe to create syndicated web content, SEO copywriting and social media marketing. Her free report, 5 Step System to Generate Fresh Customers Daily," is available at lyndagoldmancopywriting.com.
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