There is one function that all websites should perform. One that is assumed as a default, but is very rarely the case. This functionality can lead to growth, and help you take your business to the next level. I’m talking about your websites ability to appeal to 100% of your audience.
You see most websites only appeal to half of your audience. Here’s the simple logic. There are 2 groups of people that your website can appeal to:
1. People that know about your business, products and services
2. People that don’t.
In other words, existing clients & new clients.
This simple split reveals one of the most valuable functions of a website: appealing to new business, and then converting them to clients.
Most websites handle with the first 50% quite well. They are fun to interact with, they look great and they have all of the helpful information you’d expect.
But, what about the other 50%, the people that haven’t heard of your brand or products? They’ll just use Google to find you right? A large percentage will yes, but how sure are you that your brand, products or services will be visible in the results, instead of just your competitors?
It might surprise you to know that some companies do not appear in search results, even when you Google their company name and location.
This is the crux of it all. Having a stunning, well functioning website is only 50% of the requirement. The rest is ensuring that your website is appealing to both, your existing clients, and new ones.
This can only happen if people know that it exists. People will only know that it exists, if it’s being advertised, and that’s what your website should be doing, by default. Your website should be performing at 100% capacity, by proactively sending the right message to new clients, and converting them to long standing loyal customers.