The online boom is making headlines, and everyone is talking about roaring profits, but your sales are barely trickling in. You are offering the most sought-after services and have invested time, money, and resources in a shiny new website but see little growth in revenue. Are you left wondering where you might be going wrong and how to fix it?
Perhaps it’s time to revisit your strategy and address some of the following common areas that might be hindering your success.
1. Website Design
With most businesses moving online, the world wide web is crammed with websites offering services/products. Customers don’t take more than a few seconds to decide on the worth of a website. A website is more than your visual identity in the virtual world and making an impression through design can make or break your business. The user experience (Ux/Ui) – the look, feel, and flow of your site can determine whether prospects will spend time on there, thereby increasing your chances of making sales.
The main aim here is to decrease your bounce rate which is a count of how many people visit your site and leave without spending any time on it. Few points to decrease a bounce rate and increase sales are:
- Keep the design clean with a pleasing visual scheme and enough white space
- Use simple, logically organized menus with direct links to your pages
- Optimize design for use on mobile devices
- Decrease load time by using fewer or small-sized pictures and videos
Understand your customer’s journey and expectations to make it easy for them to find answers
2. Service Offers
In an attempt to sound professional, many businesses create confusion around their offers. Are you clearly stating your services on your website and the results you bring to your customers? Clarifying this will help your website visitors determine if they are in the right place and lead them to buy into your service easily. Make sure you touch on what pain points your business is addressing and specific actions that prospects should take to resolve those problems (with your help, of course).
Keep the following in mind to ensure a smooth process:
- Describe what you offer and what it includes or excludes right on the home page
- Reduce the number of steps in paying for or signing up for your service(s)
- State starting prices if not exact prices without any hidden charges
- Make it easy for them to reach out to you or your customer service department (and make sure to reply to them promptly, as well)
3. Website Traffic
We’ve addressed the different types of website traffic in more detail before but, just as a quick refresher, the term overall is defined as the number of people that visit your site over a period of time. Every visit to your website is an opportunity for sales. Without keeping an eye on these statistics, your site can easily become a needle in a haystack. Therefore, having a traffic growth strategy is crucial for increasing your sales.
You can start by tracking your website statistics using analytics tools like Google Analytics or SEMRush. Check where your traffic is coming from and focus your marketing efforts on the avenues that aren’t yet optimized. The next step, which may be even more important than attracting people, is convincing them to take action while on your website, like subscribing to a newsletter, signing up for a course, or joining a community to sustain their interest and keep them coming back for more. Engaging with your audience and providing them with valuable insight will make them feel like they matter to you.
5. Target Audience
When asked what their target market is, many business owners will have one of two answers: they will either state their industry or will want to include everyone (in an effort to not exclude anyone). If you want to increase sales, you first need to determine your primary audience, aka your niche. This is the group of people that you serve best. For example, women with post-partum depression would be a good niche example, as they represent a narrow category of individuals with specific needs that are different from those of other people dealing with mental health issues. If your content or marketing efforts are addressed to everyone suffering from depression, this group (or your ideal customer group) might not trust you enough. They might feel like you do not have enough expertise to tackle their specific issues or that you haven’t yet dealt with enough clients in their shoes.
This is easier said than done, especially when you do have extensive knowledge. Many factors come into play when deciding on a target market, such as your reasons for opening your business, your financial goals, geographic area, background, etc. Look at all of those in order to best select your niche. In the end, what matters is speaking directly to a specific audience and touching on what matters to them most. This will capture both their attention AND trust.
6. Support Team
Sometimes you can’t get everything done all by yourself. You may be an expert in what you offer but you most likely could use some help in areas like content writing, technical optimization, design, social media advertising, and such. Trying to multitask while not having the skillset to take it forward could do more harm than good to your business.
It’s a great idea to outsource these critical tasks if you don’t have the time for them or are not knowledgeable enough about them. Don’t think of this as losing control but rather as building a team to get the job done most effectively.
Speaking of which, technical issues are one area that business owners simply don’t have the time or the mental energy to educate themselves on. So we have made our main goal to help with these kinds of challenges. If you’re looking to optimize the tech side of your business, reach out to me for a quick consultation and I can guide you in the right direction.