Your website is killing your business!
You must be wondering how. Let me start with a short story.
Sometime ago, a business owner reached out to me, requesting my help with marketing their product, which they had previously launched and was planning to relaunch.
Like everything else, I needed to ask real questions.
I asked for information on how the last launch was done, conversion rate, traffic source etc…
I have to jump in and say, in running paid advertising, this company used the wrong traffic source. For a location-based product using a traffic source, you can’t filter geographical locations. It’s just pure lame and a waste of marketing budget.
If they had reached out before they ran any ads, I would have adviced them not to go with that particular traffic source and saved them a couple of bucks.
Anyway, that’s beside the point and not the lesson in this story.
Let’s move on.
I got the info I needed (from the questions I asked of course) and launched a web marketing audit.
My goal was to check out the process visitors went through and why a large number fell through the cracks resulting in low conversion rate, low registrations and low sales.
I didn’t need to look for long, the answer was staring me right in the face.
This company paid for traffic and took that traffic through a traditional website.
Interested prospects were sent to the home page and had to sign up via a contact form or something.
I’m sure a lot of savvy internet marketers reading this will go, “Oh, yes! that’s the problem, you don’t send traffic to the homepage… blah…blah…blah…”
Alright! bring it in.
If you believe that’s the problem, you’re right, but you’re only partly right.
This true story is a clear example of why your traditional website is killing your business and sticking with that model will only cause business harm for the long haul.
In this post, I’m going to highlight why that is so. What does a traditional website have or don’t have that is rendering it incapable to produce great and successful marketing results.
And as I share this, you’ll see all the insurmountable problems this company faced (without realising it) that resulted to low leads and altogether sales below expectation.
Now, shall we begin?
1. A traditional website starts a buying conversation with the visitor at the tail rather than at the head.
In other words, your traditional website wasn’t built for the right real-time engagement and conversion.
You may not understand this until I give you a little background into the Modern Customer digital Journey or Buyer’s Journey as you may know it.
The modern customer when seeking solution doesn’t start with product research, rather they start with insight research.
They are researching and Googling about the challenge they face before even thinking about a specific product or brand that solves it. (We all do this in the age of the smartphone).
Their desire is to educate themselves about the problem they plan to solve, to feed their curiosity and gain ideas and inspiration as discovered in the recent Google consumer barometer survey done for Nigeria.
What does this mean for any business typically looking to sell online?
Your business ought to provide “relevant content” that feeds this curiosity, provides insight and profuse doses of ideas and inspiration.
And this process starts months and weeks ahead leading up to the moment a purchase is made.
This is the starting point of any marketing activity; the head. While the eventual sale is the tail.
An African proverb says, if you’re going to kill a snake, you should focus on its head. Similarly, if you’re going to sell anything via an online channel you should likewise start from the head.
But what do typical businesses do, powered by their traditional website?
They lead a visitor who’s is still in the curiosity stage with a message that screams buy now to a website that screams
“buy now… we’re the best thing that happened since sliced bread”.
Okay, don’t take that last part literally.
This is like putting the cart before the horse.
There are so many problems with this:
It’s not focused to appropriate the right customer journey with dynamic content, hence makes it a less powerful marketing tool.
A traditional website is product and brand-focused and this may not necessarily be aligned with your buyer’s digital journey stage 99.9% of the time.
How does this affect your website visitor and your sales expectation?
Without wasting time, the visitor feels like a fish out of water and does the next logical thing. Exits the page and shuts down the site.
Because your message isn’t aligned with what the visitor needs and where they are in the customer’s journey.
It’s like someone pressed a time machine to appear in the year 2018, a world of self-driving cars and robot-driven homes, only to land in a world of chariots, horses and parched ground.
That’s confusion on steroids!
How will this affect your business?
With this harsh reality, your visitors won’t take the step you expected them to take, your traditional website isn’t powered with the right messaging and lead flow to make it work,
…your sales tank,
…Another marketing activity crashed.
End of story!
And that is just one way your traditional website is killing your business. Though your message may be right, but because it’s targeted at the wrong time, it has no use.
In Public Relations we say, a message sent out at the wrong time is a message lost.
If I were to stop here, it’s enough to make you begin to rethink your marketing strategy, if you’re still using a traditional website.
But there is more, so let’s move on.
The first reason totally encapsulates one and more problems using a traditional website can pose.
For the sake of clarity, I’m going to uncover two other reasons.
2. A traditional website tends to treat all your leads as one and the same.
This is clear as day especially if you looked at the modern customer journey imaged above.
At this time, instead of just offering the wrong message, the traditional website isn’t capable of customer behavioural segmentation.
When a lead organically lands on your site, your site should be intelligent enough to identify and begin to segment
this anonymous visitor based on the content pages they visit, the freebies they sign up for, the pages they revisit and spend the most time on and ultimately show you the visitors digital trail from their first anonymous visit, to when they signed up for something valuable on your site, which led to them becoming a lead and ultimately a customer.
With the regular 4-5 pages a traditional website can boast of? All leads have the same fate. From the home page to the about page, contact page and then out.
These pages limit the visitor’s ability to choose their education trail that could be helpful for you should you need to re-target your website audience for a specific product launch.
This lack of lead identification and segmentation usually leads to a poor, scattered marketing strategy that yields frustrating results.
Still using a traditional website for marketing? Enough said!
3. Lastly, a traditional website is easily broken.
If your website takes forever to load, isn’t mobile friendly, have broken pages, is impossible to navigate and search engines have no clue that it exists, has no smattering of analytics and conversion pages….
Then your website is broken and that’s it.
It’s pretty difficult for business owners to know this is happening under the hood to their site.
It’s high time to take your web presence to the next level.
Remember, your website is the single brand ambassador representing your company online.
With the right analytics, it will tell you what things seems broken and how to optimize for better results.
But with the right conversion funnel, you’d do much more.
You’ll naturally guide visitors to the right content, create the right opportunity to convert more leads and customers, because your marketing, your message and your customer’s journey are all aligned.
If you want your website to go from lame and boring to producing profitable marketing results, you must begin to consider shifting focus from a traditional website to a conversion funnel.
Tell me which business owner doesn’t want that!
Successful online businesses today don’t depend on traditional websites anymore. They build conversion funnel.
The conversion funnel is an under-the-hood framework that powers your online presence for customer awareness, lead generation, sales, repeat purchase and more.
Move from a traditional website to a conversion funnel. This is the single most profitable way to rid your site of these teething problems that would forever be there.
And the more we grow into a more digitally connected world, the worse it gets if you keep relying on a traditional website to power your online presence and marketing channel.
Ready to make the shift to have a conversion funnel? Want to learn more about what a conversion funnel is? Would you like to have a conversion funnel built for your business?
Let’s chat now!
Do you have a funnel built but it’s not converting as you’d hope?
Let’s have a funnel audit.