Last week we talked about the three different types of websites–a placeholder, a branding website, and a website that functions as your number 1 employee. The job of a branding website is to engage your prospect enough to compel them to take the next step with you.
Whether your prospect met you at a networking event, heard about you from a friend or received your advertisement, they’re going to check out your website. It’s hard to measure how many referrals get lost at that point.
Picture this scenario: someone has recommended you to a friend. Then, before that friend calls you, they check out your website.
When they visit your site, they’re going to have some variation of these three reactions:
- They could be turned off if they don’t like your site.
- They could say, “Okay, this is a real business. Maybe this is the kind of service provider that I need.” Then, they’ll put you on a list with a bunch of other names that they’ve gotten. They may or may not call you.
- They could look at your website and say, “Wow, I’ve got to talk to this person. This looks like the person I want to work with.” It’s that “wow” impression that you’re really going for with a good branding website. This requires professional design and really good copy.
Does your business thrive on referrals? If you sense you may be losing out on some, take an objective look at your site through the eyes of your prospect. What might it need to create that “wow” factor for them? Here’s a link that can help.
To your success!