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Worrying About How To Increase Sales?

It probably comes as no surprise to you that the internet never turns off. People are on the web 24 hours a day, 7 days a week, 365 days a year.

Consequently, your website is the hardest working salesperson you have on your team. And it should complement the work of your traditional sales team, not work in isolation or against it. Unfortunately, that’s something we see again and again — companies that provide incredible services and great products, but with websites that drive prospects away instead of reeling them in, educating them, and turning them into customers.

In an attempt to combat this trend, we’ve outlined how to increase sales by allowing your website to act as an asset for your sales team.

1. Clearly explain what your business does

You’d be surprised at the number of business websites that don’t clearly and concisely explain what the business does. You only have a few seconds to capture a user’s attention; while you care deeply about your mission, and your upcoming events, and your portfolio of amazing projects, it will mean little to the user if they don’t know who you are or what you do.

Community Credit wanted to highlight their approach to personal loans as well as their convenient locations.

With well-written, professional copy, you can outline exactly what your business does and how you achieve your goals. When you hone in on the core competency of your company, it becomes easier to identify the primary action you want users to take, which should help you choose the calls-to-action (CTA’s) you prioritize. Studies have increasingly shown that buyers perform online research before making a purchase, so it’s imperative that you clearly explain what your company does and help guide users to the actions you want them to take.

2. Outline your services

Buyers have more resources at their fingertips than ever before, and they’re doing their research before they ever pick up the phone or send an email.

That’s why it’s so important to outline your services in detail. If it’s clear what services you provide, or what products you sell, it helps filter out unqualified leads who don’t need what you offer.

That means less time spent on unqualified prospects and more time spent on the people likely to buy.

3. Answer FAQ’s

Having well-thought-out and articulate “frequently asked questions” will help to qualify prospects even further. Answering these questions on your website can speed up the buying process and save your sales team time since the FAQ should be comprised of the questions your sales team receives most often.

FAQ’s can walk your potential clients through how your products or services work, illustrate what it’s like to work with you, even explain what a typical sales process looks like.

What happens if the client is dissatisfied or their item is flawed? What are your payment terms and what type of support do you offer? It’s beneficial to have these outlined for internal use, but they’re also extremely useful for potential clients, and ultimately should make the decision to work with you an easy one.

4. Bring the leads to you

Your sales team is spending valuable time cold calling and emailing potential leads, many of which will be dead ends. But what if quality leads came to you instead? And what if it was easier to tell how likely they are to buy? If you’re trying to find out how to increase sales, these questions have likely occurred to you.

This is where inbound marketing comes in. Do you have articles, videos, an eBook, or other pieces of content that leads would find valuable? If so, you can put this content behind a lead-capture form instead of just placing a PDF download link on your site and giving it away for free.

Ask for the user’s contact information (typically name and email or phone) in return for your valuable content. Your sales team can then follow up, and a cold lead instantly becomes a warm or even hot lead — depending on the value and depth of the content — and all you did was let your website work its magic.

5. Allow your company culture to shine

Company culture is highly valued nowadays, so much so that it can be the determining factor when a prospect chooses who to work with. Use your website to show off your company’s personality and values. It could be through unique headshots, team bios that contain interesting facts or favorite foods, or a video showing how your team interacts day-to-day. If you have a mission statement and/or core values, include those on the about page so visitors can see that you’ve thought these through and made them a priority.

6. The beauty of social proof

Social proof, such as testimonials, case studies, and online reviews, can be an immense boost for your brand and company. Such examples of your work further validate your business and allow prospects to see the experiences others have had. Case studies are a great way to show how you identified different pain points and helped clients address and solve them in tangible ways.

Testimonials are a great way to demonstrate what sets you apart from the competition

Including testimonials on your website are a great way to highlight happy customers. But having great testimonials written on third-party review sites like Google, Yelp or Angie’s List, will allow you to reach potential customers before they make it to your site.

As customers and leads do more and more research before they reach out to you or even check your website, they are checking your credibility through reviews that can make or break their decision.

With this list in hand, you can ensure that your website is an impactful part of your sales process. If your website is lacking in the areas mentioned above, it could be time for a website redesign…or maybe you have implemented some of the items and need to revisit them to see how they’re performing.

Tracking things such as inbound leads and contact form submissions can help you identify if the approach you’re taking is working. If not, tweak, adjust, and try again. International Best Selling Author Todd Duncan said it best when he said, “A customer buys you first and then your product.”

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Internet Businesses Tips

Why Your Mobile Site Speed Score Is Bad—And Why That’s OK

We hear from clients almost once a week asking us why their site is slow on mobile and what we can do about it. They usually send us a report they pulled from Google Lighthouse or Pagespeed Insights and they are worried why the score is so low on mobile. 98% of the time, here’s how I respond:

  1. Take a deep breath.
  2. Just because you have a low mobile Lighthouse score doesn’t mean your site is slow.
  3. Everything will be okay with your website and your online customers.

So, on that note, let’s find out what we should be doing about these scores!

What Is Lighthouse?

Lighthouse is an open-source, automated tool for improving the quality of web pages. It runs your web page through an audit for performance, but it also has audits for Accessibility, SEO, and more. For the sake of this article, when we refer to Lighthouse, we will only be referring to the Lighthouse Performance Audit.

It’s a helpful supplemental tool to quickly find out how your web page is performing, but because it is an automated audit run by a device, it shouldn’t really take the place of real-life feedback from your customers.

How Does Lighthouse Scoring Work?

Your Lighthouse score will range from 0 to 100 and is calculated by 6 different weighted metrics. These metrics are likely to change over time as the Lighthouse team continues to do research on web performance. As of Lighthouse version 8, here are the metrics and their respective weights:

We won’t go into detail on each metric, but feel free click on the links above to learn more about how each one is scored. As you can see, the two heaviest metrics are Largest Contentful Paint and Total Blocking Time, which makes up over half of your possible score. Here’s a helpful calculator tool of how changing different metrics will affect your score.

Mobile vs. Desktop Scoring

Lighthouse offers two different audits for web performance: one for desktop, and one on mobile. Running the two audits on your web page, you will probably see two vastly different scores for each.

Why is My Mobile Score So Low?

The biggest difference between the Desktop and Mobile audit is that the Mobile audit is run on a slow, 3G cellular connection. How slow is 3G? If you were blessed to have a cell phone when Verizon launched the first third-generation networks in 2002, you will remember it was excruciatingly slow.

Most of the US currently uses 4G/LTE networks, with 5G becoming more widely used every day. As of 2019, only 17% of the US is still using 3G networks. With all that said, the mobile Lighthouse audit probably isn’t representative of the majority of your users.

And if your users do have a slow, 3G connection, I can promise you, your website isn’t the only slow website they are using. The entire internet will crawl.

Your 3G users aren’t going to be turned away because your website takes 12 seconds to load on their phone, right after they waited for 2-3 minutes on Facebook to see photos of their new grandson. 3G is just slow.

Just How Bad Are Other Websites’ Mobile Scores?

Bad. Really Bad. In a look at the top 100 largest-revenue online retailers, the average score is 25.9. That’s 25.9 out of 100. Microsoft held the highest score of 68. Apple maintained a score of 58. But much of the list, including IKEA, Lowe’s, Staples, HP, and more, scored in the 20’s and 30’s. You can see the full article here.

This goes to show that mobile website optimization technology has a long way to go before it becomes standard to see good mobile scores.

Will a High Score Improve My SEO?

Short answer: Not really.

Longer answer: While Google does take Lighthouse scores into consideration for ranking, the amount of time it will take to improve your score to jump up one rank or two on Google Search is just not realistic.

It’s much better to spend your time optimizing other parts of your website, and not just obsess over a perfect performance score. Here’s a free checklist we created to help optimize your website to get better SEO rankings.

Why You Shouldn’t Obsess Over Perfect Lighthouse Scores

We’ve already said many reasons why you shouldn’t waste your time obsessing over improving your mobile scores, including that mobile scores are notoriously low and hard to improve, and they don’t affect your SEO very much at all.

But one more thing we haven’t mentioned is that scores can vary widely from test to test. Go ahead and run multiple tests and you’ll see scores often vary by 10-20 points. This is because of a bunch of different factors including CPU throttling, browser extensions, geography and server location, and even your local network speeds. It makes sense to not put your full trust in the tool, but to use it as a jumping off point to see what your improvement opportunities are.

Why Use Lighthouse At All Then?

Even with its inconsistencies and reliability issues, Lighthouse is still a tool worth having in your toolbox. Once you know the quirks, you can usually work around them by averaging multiple tests. What’s more important than the score and metrics are the list of opportunities for improvement that Lighthouse gives you. Once you know to focus on these items, Lighthouse can be a very valuable resource for optimizing your website.

Still have questions?

The website world can be a little overwhelming. If you have questions, seek out resources to help you learn more. We’re more than happy to answer any questions and, if you already have a web design partner, they should be too! Give us a call or send us an email and let’s chat about your website.

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Internet Businesses Tips

Engenius Partners With NEXT and Clemson

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