Every business needs a website. This is common knowledge. But what is the PURPOSE of your business’s website? Do you just want your website to serve as your online business card? If your site’s only purpose is saying “Hi! We exist. This is what we do.” – well, that’s no longer good enough. Let’s explore how to unleash your website’s superpower.
For many businesses, a website should act as a hub. All of your business’s digital marketing efforts should attempt to direct customers to that hub. Do you post on social media accounts like Facebook and Twitter? Add links to your social posts that point back to your site. Do you have a monthly email newsletter? Add links to those emails that point back to your website. How about a pay-per-click AdWords campaign? Those ads will, of course, also point back to your site. All roads lead back to your website.
Let’s get back to the concept of determining your website’s purpose. We now know that all of your digital marketing efforts should be directing customers to your site, but what happens next? Having your website say “Hi! We exist. This is what we do,” isn’t going to do much at all. A great website will persuade and convince the potential customer to take action. That action could be contacting the business (filling out a form), making a purchase, or completing a download. The goal is to turn a prospect or a lead into a paying customer.
Guide the website visitor through your site by writing compelling copy. Your visitors don’t care about the products and services your business sells. What they DO care about is learning how your products and services will help THEM solve a problem. Focus your site’s copy on the customer – not your business. Then present a very clear call-to-action (often a big clickable button) that encourages the customer to follow through with the action you want them to take – filling out a form, making a purchase, completing a download, etc.
That’s essentially the difference between a good website and a superpowered website. Good websites simply exist, but superpowered websites encourage potential customers to take action.
Need help unleashing your website’s superpower? We can certainly lend a hand. Just fill out the short form below this blog post, and we’ll set up a time to chat!
About the author:
Partner, Director of Development
Christopher is the Director of Development and one of the partners at Torx. In addition to keeping Torx's Richmond office firing on all cylinders, he can often be found deep in the trenches, building custom content management systems and WordPress-powered websites. He still remembers how to write Basic computer programs on Apple IIs and Commodore 64s.