We recently ran into this problem while working for a client. We were researching advertising rates and found that one company made it difficult to find out who to talk to. And they are a marketing company!
Setting up barriers between an interested lead and yourself, especially in a competitive field, is setting yourself up for failure.
The first thing we look for when auditing a website is: How would a user experience this? Are services clearly defined? How easy is it to contact someone? Are you speaking to your customer or at your customer?
Start with your front page
Your front page is a good place to start. Make sure you clearly explain who you are, what you do, and why it matters to the customer. And make sure there is a clear way for them to contact you or take the next step.
You can’t assume knowledge
Everyone is an expert in the thing they know. But you have to consider how a first-time visitor with limited knowledge of your product or service would take in the information you are presenting.
Don’t be afraid to define terminology or provide additional explanation for people who need it.
Check that your links still work
It’s important to do regular checks on your website, especially for commonly used links. Make sure things aren’t out of date.
In the past, we audited a website for a government client. They had links to state and federal partners for certain programs. When those agencies made changes to their websites, some of the links became outdated.
Sometimes it can be something you didn’t specifically do. Links can break because of changes made by partners you work with.
What happens after someone contacts you?
One thing we think is underrated is how quickly you respond when someone uses your contact form or sends you an email.
The quicker, the better. Especially if you have a service business, such as lawn care or home health care, there is a good chance you aren’t the only company they have contacted. If it takes you a day or two to respond, that person may have moved on.
Check your own website
Look at your website as a first-time visitor with limited knowledge of your business:
Is it clear who you are, what you do, and why it matters to the customer?
Are you using terminology that needs an explanation?
Is it easy to find the right person or take the next step?
Do those links and contact methods work?
When someone reaches out, how quickly do they hear back?
