A great looking, well-thought out website really can make or break the sale, even if they called you first before ever seeing your website…
People may tend to call your business via word-of-mouth and you may have your phone manner down to fine art – but what about your website? Is it awesome?
The thing to understand is this:
Whether They Call You First Or Not, At Some Point They Will Research You Online…
… and first impressions count!
People make split second decisions about your business and you based entirely on first impressions – they totally count! Ask yourself this:
- Can people find you if they Google your name?
- Does your website make a good first impression for your business?
- Is it a shocker?
- Does your website suck on mobiles?
A Half-Arsed Facebook Page Doesn’t Cut It
What about your Facebook page? Did you start it a couple of years ago and then just leave it hanging with a score of 23 Likes on the board? This isn’t a great look. That’s why I think a website is a better idea than a Facebook page unless you are committed to growing it and have a fairly serious budget to throw at it (it is a paid channel – it is NOT free).
The exception to this rule is if you are just starting out with your Facebook page and are committed to building it up over time. We all have to start somewhere. I started this very successful Facebook page from scratch and now I am finally starting my own SquareEyes facebook page (go like it baby).
I don’t believe a Facebook page can replace a good website though, that’s a digital marketing unicorn.
Ever Had A Great Sales Call But Then Never Heard From Them Again?
So say a potential customer called you straight up and thankfully, you’d had your morning coffee and didn’t scare them off. In fact, let’s say you really charmed the pants off them (hopefully not literally).
Next thing they will do, even with some kind of follow up commitment with you, is go and check your website out. They might Google you or follow the link in your email signature, but one thing is for sure – just because you do awesome phone doesn’t mean they won’t judge your website (and by default you) just as harshly.
They Are Looking For Reasons To Reject You
Here’s the thing – we all have this area inside our noggins called the Amygdala (also called the Lizard Brain or Monkey Mind).
This little prehistoric part of our brains is all about the survival basics. It doesn’t understand that choosing a new de-cluttering consultant is not a matter of life and death, it treats this decision exactly the same as it would the decision to taste a strange mushroom in the forest or not.
It approaches every new thing with the mindset that this is probably harmful; it is fear-based as a default setting, always looking for reasons to decide the “new thing” is a threat. If it does – the Lizard Brain will then reject the “new thing” out of hand.
The “new thing” is you and your business.
However – the same part of the brain is also geared to make sure it doesn’t miss out on anything good that will by association help it to get more popular (i.e. more sex) or more food (i.e. more survival).
So if your website instantly gives your prospect’s lizard brain the instant impression that by choosing your business they will become more successful (richer, healthier, better looking, more popular, happier, etc,) while simultaneously NOT giving the lizard a reason to run away in fear (due to any perceived failings on your behalf, i.e. a dodgy looking website that screams unprofessional) then you are on the way to a sale.
How To Make Your Customer’s Lizard Brain Reject Your Website (And You)
An incomplete list…
- Bad design
- Poor writing
- Ugly photos
- Broken or incomplete (or just absent)
- Proof of being unpopular (Facebook widgets with 17 likes for example)
- Not mobile friendly
- Slow load speed
How To Make Your Customer’s Lizard Brain Love Your Website (and Want To Buy From You)
An incomplete (and eerily familiar) list…
- Great design
- Professional, pervasive writing
- Professional imagery
- Everything works
- Social proof of popularity (Facebook widgets with 7,984 likes, par example)
- Site looks great on mobile phones
- Fast load speed
The Short Version of This Whole Article
You can choose to have a website that sucks or you can choose to have an awesome website.
If you choose a crappy (or non-existent) website then it is costing you sales – whether you know it or not.