5 things your website needs to attract new customers
TRANSCRIPT
5 Things Your Website Needs to Attract New
Customers
Presenter: Liz Allen
Marketing Director
Customer Focus Software, Inc.
Why It’s Important
• 63% of consumers would buy a brand they perceived as authentic, and thus trustworthy, over its competitors*
• 72% of buyers turn to Google when first beginning their research*
*Sources: Age of Authenticity, Cohn & Wolfe | Understanding the Buyer’s Journey, Salesforce Pardot
What Turns People Off
46%Will leave your website if they can’t work out what
you do
44%Will leave your website if
there is no contact information
Source: 2015 B2B Web Usability ReportWhat B2B Buyers Want from Vendor Websites
by Huff Industrial Marketing, KoMarketing, & BuyerZone
What Turns People Off
37%Will leave your website if
they consider it to be poorly designed
17%Will leave your website if you have sliding banners!
Source: 2015 B2B Web Usability ReportWhat B2B Buyers Want from Vendor Websites
by Huff Industrial Marketing, KoMarketing, & BuyerZone
What’s Needed to Build Credibility
1: Thorough Contact Info
Good Not So Good
1: Thorough Contact Info
• Forms are helpful but should not replace telephone (preferred by 23% of online shoppers*), email (54%*) and location
• Consider adding a live chat service (preferred by 21% of online shoppers*) but only if you can reliably answer questions
• Make sure that the link to your contact page is very easy to find
• Add your main contact information to your website header / footer
*Source: BoldChat ‘Live Chat Effectiveness’ Report
Good Not So Good
2: About Info / Team Bios
2: About Info / Team Bios
• Change the default text!
• Write from the heart about WHY you sell promotional products
• Don’t use jargon unless appropriate
• Include personal details about your team
• Don’t be afraid to show off your personality
• Make sure the home page text content also gets the ‘why’ across
3: Case Studies / White Papers / Articles
• Labor intensive but worth the effort
• Make sure content includes statistics as well as anecdotal evidence
• Bullet points are your friend
• Do your research – don’t write about something no one cares about
4: Client List / Testimonials
• Don’t be afraid to ask for testimonials
• Place them on your home page and product pages
• Consider creating a testimonials page
• Put your best known clients at the top
5: News Releases
• New Development
• Human Interest
• Local Angle
• Progress
• Consequence
• Emerging Trends
More Resources
Google+
http://customerfocus.com/blog