If you run a business, chances are you need an online presence.  You need people to find out about you and your business in the world wide web. And I don’t just mean that you need a website, facebook page and a blog. Sure, that’s a start – but you need much more than that.

If you want to grow your business online, you need a “this is for me, want to read more, easy on the eye, fully functioning, tell me more, this crew know their stuff, where can I buy” kind of online presence.

Let’s break that down for a second:

If you want to grow your business online, you need a

this is for me ….

My aunt is well known in our family for her natural sales ability – as my mom once incredulously remarked: “She can sell ice to an Eskimo in the thick of winter!”. She really is gifted, but where does that leave the rest of us mere mortals?

Well, we need to work a bit smarter.

Instead of getting into Eskimo territory, let’s head for the tropics instead, and find the right people to sell ice to – thousands of sweating parched customers who are craving anything chilled to slake their nagging thirst.

The point I’m making is this: it’s incredibly important to ensure that you get the right people on to your page – so that your ideal client (and not just some random visitor) is reading about your services.

This is the first step for anyone wanting to set up or grow their online presence.

tell me more

Now, you have the perfect client on your website, Facebook page or LinkedIn profile. Awesome. At this point, you need to grab their attention, and keep them interested.

How, you may ask?

Talk to them. Yes, you need to have content that is both relevant and utterly alluring. An offer that speaks directly to their hopes, their aspirations… even their struggles. Your site needs to speak to them, in a language they find irresistible – it should find out who they are, what they need and then tell them how you can help.

This is more than just a web page: it’s the start of a relationship. You see, by engaging meaningfully with your clients, and showing them how you can solve their problems, you’re compelling them to interact with you.

Think about the implications of that for a moment. All of a sudden, you’re attracting a lot more web traffic. That means more leads, a bigger customer base, and ultimately… a dramatic increase in your sales.

easy on the eye

First impression do count.  It’s as simple as that.  There’s nothing that smells more like a ‘fly by night’ business than a website that looks as if it was built by a 5th grader.

Just as you would put up beautiful signage outside your business, so too should you present your target market with a gripping website and professionally designed social media platforms.

fully functioning

What does “fully functioning” really mean? Does it mean that all links must work? Getting a “this page does not exist” message is an almost guaranteed way of losing a potential client – forever.

But there’s so much more to the concept of a website that’s “fully functioning”. Consider this: if your website isn’t set up to attract the maximum number of leads – and convert them into increased sales – then it really isn’t functioning fully.

Many businesses lose sight of the fact that a website isn’t actually an end in itself. Instead, it’s a vehicle. A vehicle that either carries paying customers into your business… or drives them away from it.

A good website is never just an “online brochure”.

A brochure is a brochure is a brochure.

Passive.

Instead, it should be a living, breathing expression of your interaction with your clients – a superbly effective marketing specialist and super-salesman that never gets sick and never takes time off.

this crew know their stuff..

We have all heard the saying: “People buy from people”.

But, what does this really mean?

For anyone starting out in business, you need to open up and be visible. Yes, YOU – the founder, the brain, the person behind the scenes – YOU are important!

Why?

Because, until your brand is established and recognized, people have no idea who they’re buying from – and why they should trust you. You aren’t starting out with the benefits of branding empires like MacDonalds, Samsung or Kodak.

This means you need to devise the fastest and most effective way of connecting with your clients and winning their loyalty. You need to show them that you’re real, that you’re capable, and that you can help.

People buy from people who are genuine.

People buy from people who have sold to other people.

People buy from people who can show how they have helped others.

This all boils down to demonstrating trust and credibility – key ingredients for any successful business.

A great website enables you to talk about your experiences, your story and to showcase your client testimonials – clearly and in full view.

where can I buy

So you have your ideal client on your website, but your navigation is messy and the helpless visitor has better luck making sense of the London underground than of ever getting anywhere on your website. You’ve had this happen to you, haven’t you? Visiting a site, jumping from page to page, feeling the mounting frustration at the bizarre layout and illogical sitemap, before giving up in disgust and going somewhere else.

Give your client easy options: options to enquire, to contact you – and, most importantly, to buy.

If you don’t ask for sales, and give your clients a clear route to the sale… then don’t expect any.

Ask the right questions, paint the right pictures, and your clients will thank you for it – by opening their wallets.

After all, isn’t that the point?

So next time you hear me mutter this incredibly long sentence, you will know exactly where I am coming from:

If you want to grow your business online, you need a “this is for me, want to read more, easy on the eye, fully functioning, tell me more, this crew know their stuff, where can I buy” kind of online presence.

If you would like to find out if your online presence is working for you, click here.

Comments are always welcome.

Until next time!

GET CLEAR ON YOUR BRAND
& COMMIT TO YOUR BIG VISION

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