Digital Marketing for Food and Drink Companies in Bristol, UK
 

The 4 Essentials Every Small Business Website Requires

to get more customers and increase sales

I've worked on marketing Campaigns
for companies large & small

 
 

 

Hi, I'm Chappy!

Your company’s website has two jobs,

#1 Represent your company online

#2 Get more customers and sales

Most company websites do the first part well.

However, when it comes to getting more customers and increasing sales, they constantly miss the mark.


They aren’t working as a marketing system and sales tool that brings in new leads and increased revenues 24/7, 365. They are actually just pretty placeholders that cost a lot of money to design.

I know people that have spent over $15,000 on a two-page website that, months down the road, didn’t do anything for their business. So, they spent even more money to try and make it “work”. It still hasn’t done anything to grow their business.

The reason why this insanely expensive website did nothing for them is...


 

ONE
The business owners and their web designers guessed at what the website should look like and what type of information they thought was most important. They argued over how big the pictures should be and if a button should be blue or purple.

TWO
They failed to focus on making it clear as to exactly what they were o ering to visitors, how those visitors can benefit from the o ering, and what to do next to get it.

 

The thing is when it comes to your business’ bottom-line, sales targets, and quarterly goals, you should be able to see how every dollar you invest in marketing is making you money.

That’s the truth!

The sad reality is that the majority of small business websites don’t actually make any money or generate any leads.

Over the almost seven years that I’ve been building websites and working on digital marketing campaigns for clients ranging from Lloyds Banking Group and Virgin Money to local coffee shops and commodity suppliers, I’ve found that billion dollar businesses and mom & pop shops alike do not have websites that are getting the results they need.

It becomes a viscious cycle of spending money on a website that looks great and marketing that they hope does something. They get some initial visitors, maybe a few sales, and then the visitors and sales dry up. They then spend more money on a website and marketing that was awed from the beginning.

The reason is because, just like my friend that spent over $15,000 building a website and re-building that website, web designers, business owners, and key stakeholders guess as to how it should look with the hopes of the site actually working.

This why Gigantic Group exists. I want to stop this overspending, guessing, and severe lack of successful marketing results that small businesses in particular suffer through every day.

I’m here to help your small business have a website that actually gets you more customers and increases sales.

...

In the next 24 minutes, over the following four chapters, I’ll outline for you the four essentials that your small business website requires to start getting more customers and increasing sales.

This isn’t high-level information that takes a genius to understand, a techy developer to implement, or a copywriting guru to wordsmith.

It is four scientifically proven and real world tested ways that you can implement this week to start getting results. Because, if you aren’t getting results, than I’m not doing my job and you’re wasting your time and money.

 

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CHAPTER ONE
CLEAR, CONCISE COPY CONVERTS BROWSERS TO BUYERS

Four-Minute Read
_

The First 8 Seconds

When potential customers land on your website, you have 8 seconds to communicate what you do and how it benefits them before they leave.

That’s not a lot of time!

But, it gets worse!

Websites have what is called a negative ageing form of distribution.

Huh?

What that means is that the longer a potential customer stays on your website, the more likely they are to leave.

It’s part of a principle called the Weibull Distribution. Say what?

It’s, “a reliability-engineering concept that’s used to analyze the time-to-failure for components.”

Part of the negative ageing concept is that “poorly made components usually fail early.”

So, if your website is “poorly made” from a standpoint of, people don’t understand what the heck you do and o er, your website will fail quicker (i.e. people leave your site sooner).

Essentially...

YOUR WEBSITE + CONFUSED PEOPLE = ZERO CUSTOMERS FOR YOU

Make sense?

Every page on your website experiences this too, not just your homepage. Think of your website as an airport.

Airports don’t have just one entrance and exit, they have hundreds! People are entering and exiting an airport from hundreds of di erent doors every second of every day.

Your website is exactly the same. Hundreds of thousands of people may not be visiting your site, but you have multiple pages on your website that all have individual links (read, doors). Those links can be found on any of the trillions of webpages globally (airports lead to thousands of di erent places).

No matter where a potential customer enters your website, are they able to quickly understand exactly what your company does, and how it bene ts them?

Better yet, does the page that they land on relate to what they were searching for?

For example, say you were searching for how much it costs for a plumber to come x your bathroom’s leaky faucet. You click on the rst thing that pops up on Google and when the website loads, you’re presented with the history of a plumbing company you’ve never heard of.

That’s not what you were searching for! So, what do you do?

If you’re anything like me, you’d click the back button, and go to the next search result that hopefully will be what you were searching for.

You don’t go hunting around the rst website to nd their price list, or ser- vices page, even if there’s a link to the services page at the top of the page you’re on, that takes too much time!

It comes down to, the rst page didn’t give you what you were looking for, so you don’t take the time to see if that company can help you. Subconciously, you’ve already decided that they can’t help you because they didn’t deliver on the rst thing you asked about.

That means in a matter of seconds, that plumbing company lost you as a potential customer all because their copy wasn’t clear as to what they do and how they can bene t you.

 

 

ACTION STEP 1

 

 

Review the copy on your website.

Forget that you know all about your business; what you do and how you do it. Read your copy from the standpoint of a person that is a total stranger to your company.

Does the copy tell you exactly what your company does and how it bene ts you as a potential customer?

Now, before you do anything else, ask an acquaintance (better yet, a complete stranger), that has never worked with your company before. An acquaintance, not a friend, family member, business partner, or employee.

This is key; because all of those other people have a bias to make you happy, not tell you the honest truth.

Ask them to briefly read over your website on your phone or tablet. Give them three minutes.

After three minutes, take your device back and ask them the following questions.

• Exactly what does my company do?
• What value do we provide?
• Do you have any proof?
• What’s the process for working together?
• What do you need to do next?

If your acquaintance, or stranger, cannot answer all of those questions quickly, without looking at your website again, and without using language that isn’t on your website, you need to either re-write your copy concisely so it answers all of those questions, or hire a copywriter to do so.

For more on this, see my blog post asking,

Does Your Website Pass The Grunt Test?

If you’re enjoying this thus far and are learning a thing or three, scroll down to read chapter two!


 
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Download the guide now

And implement the 4 essentials on your website to start seeing results this week!


CHAPTERS