It doesn’t take an expert to tell if your website is a good tool for your business. Standard criteria like your website’s functionality, presented information, quick contact, and conversion-ready call-to-actions are just a few of the features to look for on your site. If you’d like to quickly tell if your company’s website presence is the best it can be, evaluate it according to these five standards to determine if it’s an asset or deterrent to your business. Try it yourself using your phone.
1. Does Your Site Provide Baseline, Expected Functionality?
Google your own business name-- does what you see meet your expectations for businesses you search for every day? Online search is the most popular way customers find new equipment dealers, and when they find your company, your website is the typically the first place they look. Open up your site on your phone. How does it look? Can you see and access key pieces of information and conversion elements like phone numbers? One of the main reasons customers bail on a site is that it does not function the way that most people use the web. According to Jay Majithia of Google, 56% of searches for material handling come from mobile inquiries. If your site is not mobile friendly, you’ll potentially kiss half of your new business goodbye. A few additional benefits of a mobile-friendly site include:
- Faster load times on a customer’s phone
- Increased average time spent on the site
- Improved mobile search engine optimization
- Quick sales interactions with click-to-call links and easy-to-use forms
- Advantage against the competition
From our capital equipment clients in 2017, we saw:
- 48% of customers came from an organic search
- 50% (and growing year-over-year) of customers using a smartphone or tablet
- Between January 2017 to January 2018, clients saw a 10% increase in mobile traffic
2. What Do You Do?
When buyers go to your website, is your #1 business priority readily apparent and clear without the customer having to scroll? Can they find your equipment within one click? Customers need to instantly understand what you do and if you have what they're looking for. You need a clear organization of your inventory - complete with reviews and multiple images - and you need to make it very easy for buyers to find it on your website. From recent Google research, consider these stats when looking at your site:
- 43% of B2B sites have little to no customer reviews
- 87% of users leave to find out more information about a product due to poor or no product descriptions
- According to Adweek, you have 8 seconds to capture the attention of your visitors before they leave your site
Helpful product information, reviews in the forefront, and a well-organized inventory help transform your website into a powerful sales tool. When customers and leads search your site, give them the ability to filter, compare, and share your inventory.
3. Where Do You Do Business?
If you have exclusive territories for primary manufacturers, your location is one of your greatest assets. Make sure that your prospects-- and Google-- can tell where you do business. To do this well, you need to provide clear indicators and cues that work for both people and robots. That means well-organized location pages, easy-to-access contact information for every location, as well as details like:
- Closest business location
- Solutions offered at each location
- Manufacturers represented by location-- especially if you have any variation
Providing answers to the above questions is extremely important to growing your sales teams leads as well as the customer’s journey. If the customer has all the needed information at their fingertips, they’re more likely to contact your team.
4. Is Your Site Conversion Enabled?
To enable your website to be the best sales tool it can be, providing your customer conversion-friendly calls-to-action is essential. A smart lead generating site should include:
- Visually obvious calls to action choices like phone, email, forms, and chat
- Click-to-call buttons for immediate contact
- Easy and efficient contact forms for less immediate contact
Conversion tools need to be simple enough so a customer's immediate reaction isn't to get confused, provide an incomplete form, and/or leave your site. How many fields are really required? Could you reduce down the number of fields for first connect and get more details at a later stage?
5. Does Your Site Have the Tools for the Sale?
Look at your site and ask yourself: Is your inventory easy to search and filter? Can you compare the specifications between two, three, or more products? Does your inventory have proper calls-to-action? Can customers easily share product information with their social accounts? Is there a reason for people to come back to your site next month? If you answered no to any of these questions, then you are not maximizing the efficiency of your site as a lead-generating tool.
You need a clear organization of your inventory - complete with reviews and multiple images - and you need to make it very easy for buyers to find it on your website. By providing your potential customers with an effortless experience by including relevant and exact information about your products and services, you build consumer trust and loyalty and make it easier to convert.
Wondering how your site performs to an outsider or online expert? Let Adpearance check for you! With our digital analysis, we’ll comb your website and evaluate your web presence according to the 5 steps listed above. Request a five-point inspection of your site now!