On today's show I’m pleased to be discussing small business website conversion mistakes with experienced copywriter and website consultant, Gill Andrews. Let’s dive in…
Listen To Gill's Show On Website Conversion Mistakes
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My story's probably a typical one. I studied, I got a job, you know, like a normal person is supposed to do. I was working as a software developer and an IT consultant for five years and I couldn't say I wasn't unhappy, I kind of didn't notice. You just think, okay, that's what people are supposed to do.
Then I went on maternity leave and had my son, and after three years I was getting bored – so I started a blog. At first my blog had nothing to do with copywriting or websites, but I was trying to get it to rank so it would attract more visitors, so I learned so much about how a website is supposed to work, and how you get people to come to your site and stay to take action.
So for two years I was doing that and then it was time to decide whether I was going to go back to work. And I was like; “I don't want to go back, this is so much fun, I'm connecting with people.” At that point I had already started giving advice to my friends and other bloggers about websites, copywriting and design. I then realised that so many things I know other people don't, so there was a demand for my knowledge. And I decided not to go back to work.
I was lucky that I didn't have to earn full income right away. This would have not been possible because I was completely unknown. Nobody knew me. I was in Germany, I'm not even in an English speaking environment, so I had to build everything from scratch. But thankfully these two years with my first website prepared me to set things up properly. From the very beginning I had a plan for how I was going to acquire customers and what I need to put on my website.
I had very little time because I had a small child who was still at home – who only went to kindergarten one and a half years into into my business. So I had to be very focused – but after year two I saw that it was really working out and I was really happy that I'd taken the step into running my own business.
This was unexpected even for me – if you'd told me 10 years ago that I would be doing this then I'd thought you were crazy. But it's been really fun. Of course sometimes there are struggles – but you are your own boss. You have to decide on your hours, on your focus, on what you do for your clients. And that's really what I love. It's so much better than working for some big company where nobody actually cares and you don't get to see the difference you've made.
- Before we dive into small business website conversion mistakes, can you tell us your backstory please?
- Tell us about your current business and the services you offer to clients?
- There are many similar mistakes we’ve both seen being made on client small business websites – errors that can really hurt your conversion rates and the overall success of your business. So I’d like to go through the most important ones today:
- Unclear or too clever copy (how to spot + fix it)
- No credibility enhancers (or they’re too weak)
- CTA not working out of context
- Not utilising above the fold space
- Visual clutter
- Too many links in the navigation
- Thanks for coming on the show, can you remind us where we can find you online?
- The PS Question (subscribers only) – Gill shares a brilliant answer to my final question…
Watch The Video Podcast
Key Show Quotes
If you want to stand out, tell people in plain words what you do. If your prospect cannot imagine what you're talking about, they won't buy from you. If you want to get clients through your website, you need words that explain exactly what services you provide and for whom.
You should make it your number one priority to get testimonials. You need voices of your former customers – third party voices to tell your prospects that they can trust you. You need to prove you can do a good job, so ask for testimonials that show what you did, what you’re like to work with and the results you achieved.
The space above the fold on your homepage is a perfect spot for your unique value proposition. Tell prospects what you do, who you do it for and why they should care.
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