If you were asked for the overriding reason your business has a website, the answer would probably be “to get more enquiries”.
“More sales”, “greater brand recognition” and “a replacement for our old fliers” are all valid reasons to have a brilliant web presence as a business, but generating quality enquiries is where the meat of its responsibilities lie.
Perhaps the number of enquiries you’re receiving via yours have stagnated, or you’re just starting out – whatever the reason for wanting more contact form completions, here’s the three golden rules by which you must abide:
- Keep it simple – really simple
Give people what they’re looking for – instantly.
If you stumble across a book with a great title but find the first couple of chapters mind-numbingly tedious and rambling, why would you bother to finish it? The same goes for your website, only in the digital space, you have even less time to keep people engaged.
Cut the waffle out of your web copy, go easy on the number of images and navigational elements you include and keep everything short and punchy.
Most of the people who visit your website are time poor – they want answers as fast as you can give them.
- Create multiple calls-to-action (CTAs)
A common misconception about digital marketing is that you need to have just one, clear call-to-action, when, in fact, the opposite is true.
Ask three website visitors what they want to achieve, and they’ll probably give you three different answers. The first might want to download a brochure; the second has heard about a great eBook you’ve written and wants to download it – quickly; the third wants to buy something – now.
For this reason, you need to add as many CTAs to your website as there are potential outcomes.
To get your creative juices flowing, here are some of the common interactions people will expect to have with your website:
- Find a number to call you on
- Email you directly
- Download something
- Request a call back at a time that’s convenient to them
- Obtain a quote
- Arrange an on-site visit from a member of your sales team
- Send you something (e.g. a photo or spec)
Multiple CTAs aren’t just acceptable – they’re the done thing.
- Don’t just make it technically mobile-friendly
Google now operates on a ‘mobile-first’ index. That means they take far more notice of the mobile version of your website; its desktop counterpart now takes second fiddle.
That means you need a brilliantly mobile-friendly website in order to rank well on Google and receive as many enquiries as possible.
There are of course plenty of technical things you’ll need to do to make your site mobile-friendly, but never look past the user aspect.
How many times have you visited a website only to be continually frustrated by having to zoom in and out to see content and find yourself jabbing at interface elements that don’t appear to respond?
Don’t be that business.
Pay attention to the way you design your mobile-ready site for those that will use it. Employ white space judiciously, keep it simple, and focus on avoiding the following common pitfalls:
- Buttons that can’t be easily pressed with a finger (because they’re either too small or tightly packed – or both)
- Text that is tiny
- Big images that take forever to load
- Long-winded forms that take forever to fill in and navigate
You can perform a quick test yourself, by loading up your website on your smartphone and seeing how easy it is to operate. How quickly do you get frustrated and why? Make notes and take them to your web developer!
Relatively simple, isn’t it? Follow our tips above, and you’ll start to build a web presence that delivers when it comes to new enquiries.