Have you ever been drawn into a shop simply because of the window display? I know I have (and my credit card knows it too!). Shop windows are the way that brick and mortar retailers are able to attract attention, using their prime real estate. When it comes to the online space, your website is your shop window. And just like those high street boutiques, you have just a few seconds to make a great impression and attract your ideal client. Get it right, and they will stay, engage, and ultimately convert. Get it wrong, and they’ll click away, never to return.
If you’re not sure whether your website is helping or hurting your business, then it’s time for a website audit. Here are some of the key reasons visitors exit a website, and the questions to ask yourself as part of your website review.
Is it attracting the right people?
In order to attract your ideal client to your website, you need to understand them. You need to know exactly who they are, what they want, and what their biggest challenges are (as well as how you can solve them). Your website should make your ideal client feel at home and want to know more.
Is it clear what you do?
A well-branded homepage will communicate your key message, and tell visitors exactly what you do and how you do it. More importantly, it will get across your key value proposition, i.e. how you can help them by solving a problem or fulfilling a need. What you offer should be expressed clearly, succinctly, and in a prominent location.
Are there too many options?
It may seem counterintuitive, but too much choice is proven to be bad for sales. Why? Because customers become confused, frustrated, and overwhelmed. It’s the same with websites. To retain your ideal client, the key is to keep the user journey simple and make it obvious what they need to do next. Guide the through the site using signposting and clear design, so that they can find the most relevant information easily, and are not overwhelmed by services or products that are irrelevant to them.
Are your brand identity and imagery inconsistent?
Humans are generally visual, so to attract your ideal client, it’s vital that they find the images on your website appealing. You have one chance to make a good impression, so choose only your best imagery! The Brand Studio specialises in creating bespoke brand imagery specifically for wedding professionals, that shares each of their values, style, and story through our Brand Campaigns. Your website should ideally be a mix of this professional brand imagery, along with real weddings (to show results) and styled shoots (to showcase your creativity). You can also update your imagery regularly through our Brand Sessions.
Is your site too slow?
Long load time is one of the biggest killers of website engagement, and there’s nothing more frustrating than a site that doesn’t work! Ensure your website is regularly updated, using optimised images and mobile-friendly code. If you aren’t sure, check your site speed with Google PageSpeed.
Are there any calls to action?
Ultimately, your aim is to turn website visitors into enquiries (and ultimately into paying clients!). Your website should provide clear calls to action. Make it easy to get in touch with you, book a consultation, check your availability, or make a purchase. The fewer clicks it takes to get where they need to go, the more chance you will have of converting them.
Here are some examples of great websites that do all of the above so well!
Want to know how we can help your website attract your ideal client? Let’s chat!