Are You Making These Web Site Mistakes? - Part 2
Following on from last time, we take a look at some of the reasons why your web site might not be getting you the results you’d like. Last month we explored web design and usability problems, now we move on to common marketing mistakes.
Mistake 1: Assuming everyone knows you’re a highly skilled professional who gets great results!
Trust is a big issue on the web. Without face-to-face cues, decisions about trust are usually made on visual appearance, attention to detail, and key information such as:
- Info about your qualifications, membership of professional bodies, and relevant work experience.
- A photo of yourself. You may hate the idea of having your photo on your web site, but photos are virtual relationship builders and are great for sales!
- Testimonials. These are great trust-builders. If possible, mention the person’s occupation, location, and first name or initials - e.g. “Katy, Mum in Kensington”.
Make sure your site is up to date too, and check it over for typos and broken links regularly.
Mistake 2: Missing out on the people who aren’t quite ready to buy yet
Most visitors to your web site will not make a booking right there and then, but are you missing out on the possibility of them booking in the future? Offering a free newsletter with health info & possibly special offers is a great way to remind them about you on a regular basis. To encourage signups have a simple privacy statement right next to the signup form, saying something like “We promise never to spam you - unsubscribe whenever you like.”
Mistake 3: Ignoring WIIFM
Your prospective clients want to know “What’s in it for me?” Take some time to think about their needs and what they need to know to make a purchasing decision, then write your website text around your clients. Make it obvious: Who do you treat? What problems can you help with? Where is your clinic? How much do you charge? How can they book?
Mistake 4: Not asking for the sale
A very effective yet easy way to improve your bookings, is to simply ask! A simple line like “Book your appointment now - call Jim on 03 123 123.” can significantly increase your leads.
Mistake 5: Neglecting page titles
The page title is probably the most important part of each web page to get right! Both visitors and search engines rely heavily on a page’s title to get an idea of the content within the page. A good title should:
- be about 40-60 characters long
- include your business name (either at the start or the end, but be consistent throughout your site)
- be unique for each page of your web site
- succinctly describe the content of the page
Why not start fixing these marketing mistakes today, and watch your bookings really take off!
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