by Margo Snyder | Featured Contributor
I’ve been talking to a lot of fellow entrepreneurs, lately who are fed up. After all the work they’ve done developing their skills, designing services and packages, they aren’t making as many sales as they should be. And when I’m asked to take a look at their website, and tell them “Why god why” aren’t my packages selling, it almost always boils down to the same 5 reasons.
I’ve sort of fallen into the role of “website coach” without even knowing it! Through these conversations, I’ve noticed the same problems in some combination or another that tells me right away that they are not making sales because of their website. If you’ve spent countless hours, dollars, and nuggets of your sanity developing services that you hoped to sell online- only to find yourself twiddling your thumbs and checking your Paypal account every 5 minutes, listen up. You might have one, several, or all of these problems with your website- which is hindering your sales right now.
- Your website looks like the default “theme” you bought. There’s nothing wrong with using themes- in fact I encourage it and even use them for clients sometimes. But your theme is not your website design. There are a lot of amazing themes out there, and with the right customizations, they can make your website look like a professional custom design. When choosing a theme, look for one that has a lot of documentation and options for customization. Short codes are your friend. Don’t just throw a theme up, upload your logo, and wait for the sales to start rolling in (you’ll be waiting a while).
- Your sales page looks like every other page on your site. Customize your sales pages so that the typography stands out. Use images or graphics to break up blocks of text. Be creative. Your sales page shouldn’t look like every other page on your site. If you can’t afford a designer to design your whole website- consider hiring someone to create unique graphics, and design an eye-catching layout for your most important page: your sales page. The money maker. If you owned a brick and mortar shop, and your storefront was covered in graffiti, you’d invest the money to fix it right?
- Your copy sucks. Disclaimer: I’ve been soo guilty of this one so many times. I get it. You’ve worked so hard on this program or product. At the end, you’re just ready to sell it. Describing it in an interesting, entertaining, and informative way makes you antsy and you just want to be done with it. So you throw up some words that are just “good enough.” Good copy can move your customer’s mouse over to that buy button. Your design is the skin of your business, but your copy is the guts. Don’t skimp on this investment if you can afford to hire a copywriter. If you can’t, I recommend setting aside a large block of time and patience to write your copy. In my Facebook group, We have an entire community of people who are in the same boat as you are- and who are eager to hear about your issues and help you out. Having a whole group of people look at your copy, your packages, and your website and point out areas where you could improve really takes the guess work out of this whole online business thing.
- You’re not clear on who you’re selling to. And your customers aren’t either. If you don’t know who you’re selling to, not only will your customers be confused- but so will your website. When you were creating your package or service, you probably thought about your target market (at least I hope so!). But once your service was ready to sell, somewhere along the way, you lost site of who your customer is, and how to sell to them. You lost sight of what she needs to hear, what her problems are, and what aesthetic would be pleasing to her eye. How do you fix this? Step back, breathe, and again, ask for feedback. You really can’t do it all on your own. Sometimes we are so close to a project that we can’t see it from our customers’ point of view.
- Your product description is full of “industry” language. I see this a lot. Everyone is trying to be unique and stand out. And that’s good- until your words get so muddled I can’t understand what you’re even trying to sell me. I’ve seen some really beautiful websites. Websites that are trying to sell me something that I’m not even able to wrap my head around. Let’s look at a real life example: What coaching package would you be more likely to buy based on these descriptions? “Discover your purpose, unlock your potential, use your energy.” or “A coaching program that will help you eliminate stress, get clarity in your business, and create a schedule that works for your energy levels- not against it.”
If your website isn’t converting to sales- there’s a reason. As a business owner, it’s your job to roll up your sleeves, and fix whatever problems come your way. Don’t be afraid to ask for help. Don’t worry- no one gets it right on the first try, but those who are successful are those who try again. And again.
Margo Snyder is a graphic & web designer who spends her time dreaming up ways to help women achieve their goals in business. She’s been working from home for three years, and loves every moment of it! She knows from experience that it is possible to create a career and life you love!
Margo runs an online community for bloggers and small business owners, as well as her graphic & web design business. Her goal is to help like minded women battle the convention that we need to spend eight hours a day (1/3 of our lifetimes) stuck behind a desk, making someone else a lot of money.
When she’s not working with design clients creating beautiful websites or branding materials, she’s writing to those women who aren’t sure they have what it takes- because we all need a little (ok a lot) of encouragement when we’re going it alone, venturing into the unknown, and running our own empires!