Increase accessibility to your business through your website
It’s your digital doorstep!
Something that you will hear us say repeatedly is that the best way to ensure growth and longevity in your business is to build relationships with your audience and those who also have access to them.
Building a successful business of any kind is all about developing relationships.
Many of those relationships that are built may happen to be with other gatekeepers who have direct access to your ideal clients.
Relying on the trust and support of referral sources is sometimes our primary connection to a large number of potential clients.
Additionally, personally meeting every single possible lead in your community is rather far-fetched; unless you happen to live in a very small town.
So, how are we to nurture the one-to-many connections?
Your website is a powerful tool for your business and for finding new leads.
It is the digital front door to your business that gives potential customers accessibility to your practice.
Through it, they can - and should - get a feel for who you are and if you are the right person/team to solve their problems.
There are two key things to consider when creating your website.
First, you want it to make a good impression. What does the viewer think when they first see it? Remember, the first impression may be the only chance you get.
So often humans make buying decisions based on what they see, and that what they see “just feels right”.
Secondly, the layout and the flow should be “user friendly”. The site visitor should not be asking themselves: “What do I do next?” “Where do I go to …”
What, Where, How, and Why
When it comes to figuring out what to put on your website, it can get a little overwhelming.
You have to figure out what information is important to your customer for informing them of your business.
Remember, the information has to be important to them.
Oftentimes, practice owners get caught up in the excitement of all of the nuances of their clinic.
Much of this information ends up being noise to the reader.
When you can keep in mind that people buy because something helps them to thrive, strive, and become a better version of themselves, this will help you as you generate content.
Your website at the very base should communicate to a user:
What do you do, and the services you offer
Where your business is located
How you operate and offer those services
Why you do what you do
If a website does not have this basic information, people could be confused or won’t fully understand your business. This may result in a lost lead.
In a world where everyone is glued to the mini computers in our pockets, it is super important to make sure that your website not only functions, but that it also looks good on a mobile device.
Almost half of website visits will come from a phone or tablet.
If your website doesn’t change to adapt to these smaller screen sizes, people will most likely close out and not revisit the site.
Again, almost nothing can be worse than something that just doesn’t look good.
The reality is that the perception is that if images and copy don’t show up well on a given device, the viewer may have a tendency to develop a negative opinion about your business’ attention to detail.
More importantly, when your website doesn’t transition to a smaller device effectively, this will make your website not as user friendly.
The key to a good website is to make the “paths” to different information and pages super clear.
From every standpoint on the website the user should be able to answer the question “Where am I?”.
In other words, can the user recognize what page or section they are currently visiting?
The next important question that should be easily answered by the user is “Where can I go?”. Can one easily get to other pages or pieces of information from their current position in the website?
This can be achieved in a number of ways.
A navigation bar that is always present at the top of the screen even when scrolling is helpful.
Placing a footer at the bottom of each page with all of the page links is of benefit.
Another helpful tool is to have buttons on each section that route the user to another page.
Less is more
This is a tip that can be a challenge to accomplish.
With the fast moving social media world in which we live, our attention span for a website is a mere eight (8) seconds. This means your website has to tell the user your What, Where, How, and Why rather quickly.
Like, eight seconds quick.
Some bull riders stay on a beast longer than many website visitors peruse a domain.
One key strategy is to use less words.
Often we love to write in-depth paragraphs about our business, which is totally natural because we want everyone to feel as passionate about our business as we do.
However, these long paragraphs could be the one thing that turns people away from your website.
Instead, try to sum up your main points in a single sentence.
Challenging, for sure.
Consider that having small bite-size pieces of text make it easier for someone to scroll through your site and learn as much as they can in a short amount of time.
Call to Action
Every page should have a call to action whether it be to get the viewer to sign up, buy a product, subscribe to a newsletter, or download something.
These can be in the form of enticing buttons, forms, or links.
The Call to Actions (CTA’s) are vital for making a viewer become a customer. Another bonus rule for CTA’s is to have one on your homepage above the fold - which is the content on the homepage before scrolling down.
The advantage of this position is that without even interacting with a site one lands on, there is a CTA calling them to take the next step.
Optimize for SEO
SEO, or search engine optimization, is taking steps to increase your website’s visibility on search engines such as Google.
Once you publish your site, search engines like Google will analyze the site and look at the content to try to categorize it. This is why it’s important to have strong keywords and descriptors on your site about what you do and where you are located.
Google will also look for fresh content and multimedia links. Thus, keeping your website up to date is crucial.
Another piece that helps with SEO is creating enticing page titles and descriptions. These can typically be edited from your website builder and will be called Title Tag and Meta Description.
Hopefully you find these tips useful as you think about developing your own website.
Although we have provided some solid tips for an effective website, it is still a good idea to build those relationships in the community in order for your business to take off.
Want to learn the best ways to attract your ideal clients, develop relationships, and close deals?
We have two programs to help you!
Our PATHWAY program is for the new business owner. The PRIDE Mastermind is for the established owner looking to continue their growth.
If you would like to talk to us about which program is right for you in order to meet your goals, take the first step here.
Speaking of websites! The new UNCAGED website will be released SOON!! Stay tuned!
As always, your success is our success!
Josh, Kevin, David, and the UNCAGED CLINICIAN team