You would think after 20 years website developers would know these. The sad reality is they don’t so as the customer, you should check your site for these – and have your developer rectify them quick smart. The difference between having them and not could very well be the reason your website makes or costs you money.
- An SSL Certificate to confirm the site’s data collection safety.
You can tell if a site has an SSL Certificate (Secure Socket Layer) as the address will start with https:// instead of http://. The site may display a warning “This site is not secure; do you wish to proceed” if it does not have an SSL certificate. SSL certificates carry different layers of security, most business sites only the need to minimal level and the cost is trivial.
- Observance of standard menu structure formats.
Your logo should be at the top left, there should be a Home menu at the left end of your navigation bar. Sad but true, not everyone knows to click on the logo to return Home.
Contact should be at the far right, preferable just below the phone number (see point 3 for more about phone numbers).
The most accepted sequence in-between Home and Contact are, from right to left, About, Services, Testimonials or Case Studies, with Articles or Blog (if you have them) immediately to the left of Contract.
Any other pages you need can go between Testimonials/ Case Studies and Articles.
- Distinct and well positioned calls to action.
If you want visitors to call you, make sure your phone number is at the top right hand corner of every page, is on your contact page, in the footer and at the end of the text on every sales page.
We had a client with an eCommerce website selling a high-volume business to business product. There were so many options it was difficult for most visitors to easily decide which product was ideal for them. For months we advised them to put a simple line saying, “If you need help selecting the right product for you, call us on 1300 xxx xxx”.
We received a somewhat sheepish call from him one day saying he had taken our advice about two weeks before and had since received as many calls daily as he had been in a week prior to the change.
If your intent is to have people buy, to download something, or to subscribe, make those intentions your most obvious calls to action.
- Contact forms which are easy to find and easy complete.
Most contact forms contain far too many fields and especially on mobile devices, these forms are difficult and time consuming to complete. Even more so when they scroll or click to a second page to complete.
Only ask for the most essential information; name, contact number being essential, then suburb or location and a drop-down menu or radio button choice for product or service.
Goals in Google Analytics and tracking codes in Google Ads are easy to establish and you will be staggered at the number of visitors who reach your Contact page as opposed to the number who complete and fill it.
Two quick case studies to illustrate:
An air conditioning company removed a complex form with seven fields which almost nobody completed with a simple form at the top right of every page. It asked for name, phone number and gave an option for sales or service. That’s all. Hundreds of people completed it and it made them lots of money.
A swimming pool company had a form with close to 20 fields. It took about five minutes to complete. Their reasoning as they wanted to know what the customer wanted before they called them. Big mistake: in six months of sending paid traffic to the site, nobody filled out the form. And because their phone number was difficult to find – they wanted people to complete the form rather than call – almost nobody called them.
Another quick tip is to make sure you aren’t displaying a clickable email address; this will attract large amounts of unwanted emails. Instead, display your email address in image format and hyperlink it to your contact form.
- Have a different page for each product or service.
Google index pages based on relevance of content, favouring those with single topic focus; they bias click costs against pages covering multiple different products or services meaning you pay more for clicks, and your audience wants to be able to reach the page about their problem quickly and easily.
Three quick examples:
A plumber offering hot water installation and service, backflow protection, pre-purchase plumbing inspections and roofing and guttering repairs cannot promote all four on one page and expect great results. Feature them under a drop-down menu named Services and/ or in tiled format on the home page and link them to specific internal pages.
Similarly Family Lawyers need to separate divorce proceedings from pre-nuptial agreements, domestic violence orders and child support.
Every website has over 25 checkpoints which need to be monitored for the site to work at its best, to deliver you the highest possible return. Most websites rarely come close to getting 50% right, the result being a financial sink hole and the website failing to deliver the return on investment you had anticipated.
Mediaglue has been assembling successful Google advertising campaigns for over 18 years helping hundreds of clients to beat their competition and increase revenue. We provide an independent review program where will review your campaign and show you in a simple, easy to understand report exactly how you can significantly improve the effectiveness and results of your account.
This website review is just $495; the information you will gain from it will likely result in the fee being recovered several times in a couple of weeks. Call us now on 1300 884 757 to make arrangements for your website to be professionally reviewed.
While on the phone, ask about our Google Ads review product, a detailed list of easy improvements to increase the likelihood of your visitors contacting you. Usually $495, this report is yours for just $195 when you take the website report. Call 1300 884 757 now.