If your website were a restaurant would people stay for dinner?
It’s easy to get so carried away with attracting people to your website that you forget the importance of what they’ll find there. Many companies throw themselves into social media, creating great expectations. The agency, the community manager or perhaps the boss him/herself works hard to attract people to the brand or business. As the likes roll in and people click on the links there’s back slapping all round. And, sure enough, website visits increase. Job well done!
But, is it a job well done? What do they do once they get to your site? The end result you’re looking for probably isn’t just a share, a like or a click. You want people to become clients.
So, here’s an easy question. If your website were a restaurant and thousands of people peeked in every day but didn’t come inside and stay for dinner, would you consider that a success? Of course not.
Your website is the destination
Remember, your website is the destination. Once you’ve attracted people to it, you don’t want them to just peek in. You want them to come inside and eat! Imagine, they arrive at the door and the delicious smells that waft from the kitchen entice them inside. They look around and notice the decor – exactly as they like it. If they are young, perhaps there’s a lively vibe and funky music playing. If they’re older maybe it’s more sophisticated and calm. Whatever the look, it resonates completely with them. The staff are cheerful and friendly and seem to know exactly what they want. They’re seated at a table and they browse the menu. It’s clear and easy to read and, best of all, everything on it sounds wonderful. They order a starter. An exquisitely presented dish is brought to the table with a smile. The first bite confirms that it is also mindblowingly tasty. They order a main course, then dessert. Each course looks beautiful and every mouthful is sublime. They linger a while over coffee and then a liqueur, enjoying the lovely atmosphere. At the end of the evening they happily give their emails to receive news about offers and promotions. They leave the restaurant delighted with their new find. Over time, they become regular customers and, best of all, they tell all their friends about this wonderful discovery.
So, back to your restaurant/website. How does your customer feel when they arrive? Here are the questions you should be asking:
The look and feel:
Does the look and feel of your website resonate with your target audience?
Is your site written in the right style? Does it speak your customer’s language? There’s no point posting on Facebook in perfect Spanish/English/German etc if, when they arrive, no one speaks that language. They’ll go and find what they need elsewhere.
Is the content well displayed? Is it what they are looking for? Is it easy for them to see what there is, so they can choose what to read?
Is the content beautifully presented? Is it interesting and engaging? Will it make them want to read more?
The promotional offers:
Do you have a way to encourage people to keep coming back?
So, how can you tell if people are peeking in or staying for a big slap-up dinner then coming back for more? You need to understand exactly how visitors experience your website. In order to do this you should track certain key statistics, such as:
- How long do people stay on the site?
- What content are they engaging most with?
- How many repeat visitors do you have?
Those are the basics but you can delve into a lot more detail to ensure that you’re serving up the best menu of contents possible.
And lastly, a word about language
If you are marketing in multiple languages, it is essential that your website also speaks to your potential clients in their language, or at least in a language that they use frequently. If you do not yet have your complete website in all those languages, you should create a landing page for each language. Here you can relay the most important information about your company and product and add content that is specific to this market. Where possible, don’t just translate. Produce original content based on the needs of those particular people.
There’s no need to slow down on your other marketing strategies. Just make sure that you get everything looking spick and span for when your customers arrive. If not, you may find that people take a little look then carry on down the road in search of a better place.