“What do you think of my website,” a dealer named Bob asked me. I pulled up his site and saw some common mistakes that were costing him thousands of dollars. Let’s review these mistakes and how they can be corrected.
Mistake #1: Failure To Differentiate
Bob’s site had the name of his business at the top, menu options of products, and contact info. I call these “name, rank and serial number” sites. Most sites follow this formula, hence the problem. If everyone’s doing it, where’s the differentiation? By fixing the mistakes outlined in this article, you’ll automatically differentiate your site.
Mistake #2: Failure To Pass The “5-Second” Test
Bob’s website was far too cluttered and confusing. Confused customers don’t buy. Here’s how to tell if your website is too cluttered. Pull up your website on your laptop and show your home page to a total stranger. After five seconds, close the laptop. She should be able to tell you three things:
- The product you sell
- How that product will make her life better
- How to take action now
If a total stranger can’t answer these after looking at your website for five seconds, it’s too confusing. Here’s an example of how to structure your homepage so that it passes the five-second test:
Above the fold in big letters say, “We help homeowners get the flooring of their dreams without the hassle.” That answers the first two questions. Next, have a big button in the upper right-hand corner with your call to action. It could say, “Call us now,” or “Schedule an appointment,” or “Get your free consumer’s guide to flooring.” The button should be in a contrasting color so that it jumps out at the prospect. Tests have shown that the upper right is where people’s eyes go first.
By organizing your site so that it passes the “five-second test,” you’re increasing the likelihood that she’ll 1) explore the rest of your site, and 2) take action.
Mistake #3: Failure To Use Social Proof
This includes testimonials and photos of your work. Like many dealers, Bob had no social proof. Always remember that what others say about you is 100-times more effective than what you say about yourself.
Matt Capell, a dealer from Idaho, has over 100 five-star reviews in places like Google, Yelp, etc. This by itself is phenomenal, but he takes it further. He publishes all the reviews on his website. (Not to mention using them in all his other marketing.)
Mistake #4: Failure To Capture Contact Info
Bob’s site was getting several hundred visitors a month, but the vast majority left the site, never to interact with Bob’s business again. If you want to maximize your site’s effectiveness, it’s critical that you have a lead capture mechanism. An effective way to do this is to offer something that the visitor wants in exchange for their contact info. For example, “Shopping for flooring? Click here to download five critical questions to ask a dealer before purchasing.”
Mistake #5: Failure To Have An Automated Follow-Up System
Once you capture their information, you can do follow up marketing. An effective follow-up campaign that I developed for dealers includes emails every other day for 30-days. When someone opts in, they are automatically subscribed to this campaign. Some might ask, “Jim, isn’t that too much communication?” Not if you provide valuable information. The emails should be educational, teaching the consumer how to find the best flooring dealers, mistakes to avoid, etc.
Correct these mistakes and your website will be far more profitable and create total differentiation from competitors.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!