Is Your Website a Silent Salesperson?

A website should be an investment in your business, which means it absolutely should offer some kind of return.

The way that many customers find us is so varied these days. They see us on social media, then maybe get an email, read a blog, or listen to a podcast before they may ever really explore our websites.

Then of course some get to your website organically through Google and other search engines.

With every customer coming to us through a myriad of ways, how do you know if your website is working for your business as a silent salesperson?

There are several factors you should be paying attention to, including:

• How many people are visiting your website
• Where they’re coming from
• What they’re doing once they get there
• How it feels inside your business
• The questions you need to ask to set clear goals for your website

Let’s dive into what matters.

MENTIONED RESOURCES:

Google Analytics

Google Search Console

FREE RESOURCE: Get more leads from your website

Follow me on Instagram: @captaincoder

Transcript

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When you throw a Web site out on the Internet, you staked a little corner of the Internet as your own. But is it doing anything for you? The lesson, your website should be an investment in your business, which means it absolutely needs to get you some kind of return. The way that many customers find us is so varied these days. They see us on social media that maybe they get an email. Check out a blog. Listen to a podcast before they ever really fully explore our website. Then, of course, some get to your website organically through Google Search and other search engines. I hear a big thing exist with every customer coming to us through a myriad of ways. How do you know if your website is working for you as a silent salesperson? Now there are several factors you should be paying attention to. So let's dove in to what matters. The most important thing to understand is knowing how many people are visiting your website. Besides you and your team or your mom. Now, unfortunately, websites are not a built it and they will come thing. You have to give people a reason to come there in a first in the first place and then a reason to come back again like you want them to come back and visit you multiple times. It takes multiple touchpoints a lot of times for people to turn into a lead or a sale. Now, most website platforms, whether you hosted on WordPress or not hosted on, but whether you have a WordPress website or host on Squarespace or Wix or show it, they're going to have some kind of analytics and tracking that you can use to check how many people are hitting your website. But if you want real numbers, numbers and the clearest picture, you want to add a free Google Analytics tag to your website. You just have to go set up the account. It'll walk you through how to do it, and then they are going to keep track of the data you need and can help you even see what search terms are bringing people to your website when you pair it with Google Search Console also a free resource. Now just an aside. Yes, I understand that the sounds are really technical and it can get that way if you don't want to dove deep into Google Analytics because you don't need something else to learn. You can hire someone who can look at your numbers and tell you what everything means. However, just seeing your most visited pages is pretty straightforward, so it's definitely, definitely worth some time just to understand that. Now, when you look at how many people visit your website, we call this traffic. You want to ensure that you're paying attention to what pages they're looking at most, where they come from, whether it's social media ads, clicks, other ads, social media in general, Google search. And if they're coming from the geo graphic areas you want to work with is a very real thing. You could have some not so great people hate your website from certain countries. Now look at a few months. You don't want to just look at the last 30 days, the last week you need to look at like the last six months to a year. If you have it because you want to see if that number overall is trending up or down. Most of us have seasons in our business where things are busier, but you don't want to be constantly losing traffic either. Now, the next question you have to think about is, okay, people are coming to our website. We know how many people are coming and what they're looking at, but are they doing anything you need to know if they're actually taking action once they hit your website? Now, the purpose of a website when you're trying to get a return on your investment anyway, which I think everybody is. The purpose of your website is not just how people visit. They need to do something. So how do you work with clients? You need to ask yourself this question Do they need a book, a call? Do they need to fill out a form of some kind? Pay for a service directly? Or just join your email list? Ask yourself, are any of these things happening? I know as a service based business that it's important that I get on calls with leads. Just, for instance, I'm selling a higher ticket thing. Typically in a service business, you are, and it's going to be sometimes a few months of working together, sometimes pretty closely to finish that project. We all want to like the people we're working with. So a call or a meeting is really important to gauge whether this is actually working. Are you consistently getting those calls? Are you getting on a call with new people or you're getting new people reaching out to you, wanting to work with you on a consistent basis? Of course, many times with service based businesses, a customer may not want to work with you immediately because again, you're offering something a little higher ticket, but they do like your content. So to know if you're getting those colder leads to start paying attention, you need to know if they're signing up for your lead magnet, commenting or reading multiple blogs, looking at your services page for a longer time and sometimes multiple times. We can't just have people visit our websites. We need our websites to make them take some kind of action and move them towards working with us. Now, if you're listening to this and wondering how to answer these questions for yourself and for your business, I want you to do a little exercise. So go get a notebook, open up a Google doc if you're listening to this while walking. I would sit down first unless you're, you know, really good at walking and typing so you can open up an Apple Notes app, too. But I want you to answer these questions for your business. Now, you want this full list of questions. You can get them in today's show notes available to you very easily at capped kogan.com forward slash 075 now. Okay, let's get started. The first question, what sales process works best for you? So you're filling out a form. They need to schedule a call. They need to get them. You want them to get on your email list. You don't want people to work. You don't want to work with people unless they've been on your list for a while. Like you may have a higher end to working with people. It may take them some work to be qualified to work with you. So how do you want them to work with you and what typically works best if you've been around for longer than a year, you typically know that I need to get on a call or I know that they need to read some of my content first, or I'd like them to watch this webinar first. So sit down and ask what sales process works best for me. Now number two, what do I want someone to do when they come to my website? I want you to write down a few so there's more than one answer here and rank those in order of what's most important. So some of those things, again, maybe some of the same thing, I maybe filling out a form. It may be downloading a lead magnet, it may be reading blogs, it may be sharing my content, linking to my content. Just sit down and write out what I want them to do when they come to my website. What is the purpose of getting people to my website? And the number three? This is a big one. What am I hoping to get out of my website? What do you hope people are doing? Like what do you want? What is the purpose of this? Why did you even build a website? Sit down and write the answers to those questions? I want you to do that first. So hit pause if you need to and come back when you have all of these written out. All right. I'll give you a couple of minutes now here, if I could afford it, I'd enter like the Jeopardy theme. But I and I don't need to deal with copyright violations. So let's dove in to and open up your website. So preferably someplace where you can be sitting down. Don't do this while walking the dog and look at your website and ask yourself these questions. What are you telling customers to do to work with you? So are you telling them how to work with you? Are you being super clear in how to work with you? So this question is, am I making it very obvious what the next step is to? I make it really easy to find that answer. So those are three questions. What are you telling your customers to do to work with you? Are you telling them anything at all? Are you being super clear in how to work with you? Do you make it easy to find that answer? In my website, top right of the menu is book a clarity call telling people immediately what I want them to do right. And it's the very top of every single page. Are you making it easier for people to find the answer of what to do next? This one is important. I want you to go through your website like you're a customer. How many clicks does it take to find that answer of how to work with you? And then are you clear about the benefits of working with you? Because that's the other thing. People may come and you may have found them. They may have found you on social media. They may have seen or heard you on a podcast or another video show. But are you being very clear about why they should work with you? And I'm not talking about all the features and all the things that you throw into your services. I'm talking about what transformation do I get when I come to you for my business? And I want you to take these answers and just ruminate on them for a while. You're not necessarily going to have a clear picture right now. This is something I want you to reflect on and really think about now. What I what typically happens when I work with a customer is that their website is not very clear and it is incredibly hard for a customer to know, well, what's next? Honestly, the worst case scenario here is that they like your content but don't know what to do in order to actually work with you. So they hit the back button and look for the next listing in Google Search, or they go back to social media to find somebody else that can help them. That doesn't have to be the reality for your business. You can unlock your website's potential. Your website can be an incredibly powerful tool for your business, helping you to bring in consistent leads and customers. But it can't do that if you aren't doing the things you need to bring them to your website and convert them once they're there. That is a key thing. You can have a whole bunch of people land on your website. You can drive a ton of people to your website. But if there is no way for them to know how to work with you or what it looks like to work with you, they're gone, right? They're not going to stick around for that. If you want your website to become that silent salesperson who takes people from confused to ready to go, then you need to unlock your websites potential. Now, as my holiday present to you, I've got a free guide just for you. You can download it in the link below and get my ten strategies to turn visitors into leads. Thank you all for tuning in. I'll see you next week.