If you’re like most local Internet marketing professionals, you spend a lot of your time and energy on website design and development. But if your website doesn’t include clear, easy-to-find calls to action, your efforts may not be paying off as much as they could. If your website visitors skim your website and leave without interacting with your company in some way, you’ve missed out on business opportunities. The average person visits several websites a day, so it’s important to make yours memorable.
Connect with Your Online Visitors
Most businesses’ ultimate goal in building a website is to get their audience to do something, whether it’s to subscribe to your email newsletter, request an appointment or quote, or take advantage of a special offer or promotion. You’ll get better results when you make it easy for people to make these types of connections with your company.
If your franchise’s website is lacking a call to action, you’re not alone. The majority of small businesses—70 percent—don’t have a call to action on their websites. According to Small Business Trends, small businesses (those with fewer than 100 employees) are also missing out on key opportunities to connect with potential customers. For instance, 70 percent don’t have their company’s phone number displayed prominently on their website.
Highlight Your Blog and Social Media Presence
Blogs and social media are both crucial for your franchise’s search rankings. With that said, people should be able to quickly find these links on your website homepage. If the links aren’t displayed, people might assume that your franchise isn’t active on social media and doesn’t have a blog.
Win Customers Over with Content
Once a potential customer lands on your website, you need to make sure you have fresh, original content to keep them on your site. Create a company blog and update it weekly with short informative articles. With original content and useful online tools, your franchise can set itself apart from the competition.
Take a Step Back
Local marketing experts often get so wrapped up in their work that they don’t see their website as an outsider does. For example, you might know exactly where to find your franchise’s phone number, but for someone else, it would be difficult to find.
It may be helpful for you to make a list of all of the key items that you want your customers to be able to find, such as your contact information, call to action, social media links, and blog. Then ask a friend or family member who’s not connected to your franchise to see how easily these items can be found.