Does Your Website Have the Winning Formula?

It might feel like the internet, your website, and marketing in general is just one big game of chance.  Large companies gamble millions on SuperBowl commercials, while small companies gamble on trade shows, networking groups, and answering the next hot RFP.  The question is, is there a better way to market and get clients that doesn’t feel like gambling?

When it comes to websites, there is a surefire formula you can follow to make sure your web site brings you business, no matter what your business.  I call it my 5C formula.  Let’s take a closer look:

1. The Caffeine Factor

Did you know you only have about 2 seconds to get the attention of your web visitor these days?

One of the biggest problems in marketing is getting your message through the noise of all the other messages out there.  Your message won’t even reach your prospect unless you have the prospect’s attention, and it’s competing with hundreds of other messages that are bombarding your prospect daily.  The first goal of any website – any marketing media, for that matter – is to stand out and get the prospect’s attention.    That means that your web site must have what I call “The Caffeine Factor.”

Add items to your site that will get your web visitor’s attention.

2. Credibility-Builders

Especially for accountants, your reputation is absolutely critical.  People will hire you (or not) based on reputation alone.

One of the challenges of the web is that it’s not face-to-face.  Some salespeople will insist a sale be made face to face, and generally, that’s a good rule.  But the internet changes all that, and your website is a chance for people to virtually “meet” you and learn about your reputation and your credibility in the privacy of their own space.

Fill your site with these credibility-builders, and you’ll have an easier time closing the sale when you do interact with your prospect.

3. Calls to Action

One of the biggest mistakes of millions, maybe billions of sites is leaving people hanging.  The hard part was done: people found you, and they fell in love with you.  Now what?  They are too timid to call, and if your site has no other way for them to stay in touch and get to know you slowly, you’ve likely lost them forever.  Like ships passing in the night.  After all, most of us don’t like one-night stands; we need to get to know you over time.

Don’t leave people hanging; tell them what to do next to get to know you over time. Do this by including calls to action on your site.

4. Charming the Search Engines

Ahhh, build it and they will come.  Right?  Wrong.  My first three Cs tell you what content to put on your site, but it’s not enough.  If you want your site to be found by your ideal client, you’ll need to learn what to do so that your site will rank high for the keywords that your ideal client will enter to find you.  Certainly, you can plow through your Google Adwords account, spending thousands, to pay for search engine placement.  But there is a better way, and it’s surprisingly clerical to implement once you know the formula.  It’s called organic SEO.  Be glad hardly anyone does it, because then we’d all have to buy AdWords.

5. Crowd Control

It’s now time to attract a crowd, to your site, that is.  This is a series of steps you do to bring people to your site.  Unfortunately, that task on our “to do” list labeled “Get web site done” should never get checked off.  I know this idea will drive a few of you crazy, but we have to market our site (and any other channel we use) just like we have to market each of our services.

Gamble on all 5 “C’s,” Caffeine, Credibility, Calls, Charms, and Crowds, and the odds are in your favor that you’ll have all the leads you need to stay busy in your business.