Dealer Keys to Success
by Joe Mills
July 1st, 2020

Making Them Hungry

You’ve heard the old saying, “Getting them there is half the battle.” In our business, it’s really only a third of the battle.

We’ve spent a lot of time talking about different types of website traffic, but it’s sort of like owning a restaurant and having a customer walk through the door—you’re only a third of the way there.

The next step is to get them to open the menu.

Today we’ll talk about a few means for getting them to open that menu, rather than turning around and walking out the door.

First, your website itself. Just like the inside of a restaurant, it will be the first real impression that a potential customer has of your business. Your small business website is one of your most important assets. Treat it as such. This is so important that we’ll devote next month’s post to what your website tells folks about your business.

Next, assuming your website creates a good enough first impression, make sure you are sending a message of trust.According to prospects, the only business that a customer feels is more risky working with than a home improvement company is a used car business. Legitimate reviews and industry affiliations are a must on your home page.

Don’t forget mobile. There’s a two-part message here. As a manufacturer that doesn’t have a retail storefront, a full 40% of our site visitors come from mobile devices. For a local business like yours, more often that number is over 50%. That speaks to readability and the structure of your website. You should have a mobile and desktop version of your site. Often this can be accomplished with a “responsive” website design. We’ll discuss this further during our next visit. Called the “smartphone thumb” most people are used to scrolling to find information.

Your website isn’t a brochure. It’s a lead-generating machine. As such, you need to tell people what to do next. Specific call to actions should be available on every page of your site.

Along with the calls to action, there must be numerous ways for them to raise their hand and give you information necessary for the next step. Think about sticky forms that unobtrusively follow them through their journey across your website. Another thing that is very successful is chatbots. There are industry specific products like Don’t Go and ApexChat (among others) that do a great job of taking one last shot at getting them to order dinner (or, in our case, set an appointment).

The longer they read the menu, the better. Google rewards your site for length of time a visitor spends on your site thinking that the information must be important and authoritative.

Next time—website development from a marketing standpoint.

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