The Horse Before the Cart — Get a Website that Converts Before You Advertise
Should a business spend money advertising a physical storefront that's falling apart and decorated with cobwebs? There are likely better things to spend money on, like fixing it up so it's a place where people want to shop.
Whether or not your ad mentions your website, most people will research your business before they contact you, and they start by visiting your website.
Your ROI on the money you invest in marketing or advertising is highly dependent upon how well your website converts visitors into inquiries, leads or customers.
Therefore, it doesn't make sense to spend money on advertising that sends people to a poorly designed website — that is, a website that isn't designed to convert those site visitors into leads or customers.
So, before you spend more money advertising — whether it is Google Pay-Per-Click advertising or any other kind — get your ship in shape. Make sure you are putting the horse before the cart.
4 Website Goals that Lead to Conversion
Advertising money is well spent — and you will receive a higher ROI — when your website is designed to convert visitors into customers.
Websites convert more visitors when they achieve these 4 goals...
- It properly represents your business
- It appeals to and speaks the language of your target customers and presents solutions to their needs — this builds their trust in you
- It has strong call-to-actions
- It knocks their socks off with how easy it is to use and find what they're looking for
Is Your Website Converting Visitors into the Leads and Customers You Want?
If it's not, your website is simply nice looking digital real estate that serves little other function than to show the world you're still in business.
If you're not getting the results you want from your website, it's time for a redesign!
And your designer needs to understand how to reach the four goals above.
A Web Designer with a Business Development Mindset Builds Sites that Convert
Many designers can deliver a website that is gorgeous, functional and pixel-perfect — but that doesn't mean it will effectively convert visitors into customers.
You need a web designer with a business development and marketing mindset. Why? Because this essential perspective equips the designer to create a website that converts visitors into customers.
99% of web designers have never spent their own hard-earned money advertising or marketing their own business, launching a new product, or feeding a sales team with leads.
Most designers do not know how it feels to risk a bunch of money online. They don't fully understand how to turn your website into a revenue generating asset.
So, how do you find a designer with the right perspective and skills?
Here is a helpful checklist — 11 Signs You Have the Right Web Designer
Take action. First, make the most of your marketing and advertising dollars by ensuring your website achieves the 4 conversion goals listed above.
Second, if your website is not converting visitors into the leads and customers you want, hire a web designer with a business development mindset + the right skills to redesign your website.
When you have a website that is designed to drive sales, you'll be so happy that you made the appropriate investment in your website. You'll likely wish you had done it sooner.