Ask Lisa - The Business Marketing Architect Q & A Q: Why isn’t my website converting? I’ve spent a lot of time and money on my website and I’m just not getting the results I hoped for. What do you recommend? Should I scrap it and focus on social media instead?  
A: When websites are not converting, there are two main reasons for that. The first is lack of strategy. The second is not asking your website visitors to take action. YOUR website is the online welcome mat to your business. As such, your website’s purpose has to be clear, concise, and compelling when your prospects visit your site.   
Before you give up on your website, I recommend a web review to take a comprehensive look at your strategy and your messaging. I never recommend putting all of your eggs in one basket on social media for multiple reasons. The most important reason to make sure your website is converting is that you OWN your website. Social media platforms are public and free. They can be helpful as a part of your marketing mix to lead people to your website. When you only have a presence on social media, there is the possibility of being deplatformed or banned without warning. Whereas you control your website content and strategy.  


Your Website Is The Welcome Mat to the World for Your Business.

First impressions matter. Online, your first impression matters even more than you might think.

You have approximately

·       3 seconds to capture the attention of web visitors (headlines are particularly important when people first land on your site)

·       30 seconds to engage (this means they want to stick around and find out more about what you have to offer)

·       3 minutes for your web visitors to take action (opt-in or respond to your invitation)

This means that you want to be very clear about your strategy, your offer, and what you are asking  your website visitors to do. 

It’s recommended that you review your website every three months and refresh your content. When you’re ready to evolve your brand, it’s a good idea to revisit your entire strategy. You’ll also want to review and update your message, so you’re writing into your revenue streams.

Two More Resources to Make Sure Your Website is Converting

Here are two blog posts that might spark some ideas for you.

1.    Flip the script to create website content and strategy that works

2.    Why isn’t my landing page converting?

When you launch your site and it doesn’t fully align with your message, mission, and vision, people can energetically tell. Worse yet, launching your website with placeholder content like lorem ipsum or other non-descript, vanilla placeholder text, as an afterthought, can damage your online reputation. Not only can ineffective content, cost you business, it’s, unfortunately, one of the areas where many try to cut corners.
Your website is the digital footprint in the online world. AND, when done right, your website should attract prime prospects and quickly entice them to become paying customers or whatever else you have built into your strategy (could be booking calls or signing up for your newsletter or something else). This happens with a clear strategy and solid content (otherwise known as copy or messaging).
When you have a website that isn’t working for you (this means you aren’t making sales, booking appointments, or getting opt-ins, and your website is not converting) it’s time to course-correct. This matters because often, once your website is done you “set it and forget it” and it and updating content and strategy becomes an afterthought. This can hurt your business because as you evolve and your clients evolve, your message and strategy must also evolve.
I also find that many people are still using the antiquated approach of pushing/poking at pain points which totally turns many consumers off… Let’s flip the script and look at how you can paint a picture of possibility with PASSION points (ahhh… just reading that feels better, doesn’t it?)
Here’s to communicating better on all levels.

Do you have questions about branding, copywriting, and marketing? Submit your questions here.

When was the last time you reviewed your website? Perhaps we should talk. A Manyon Marketing Web Makeover can help you streamline strategy, revenue streams, and messaging to get better results. Explore your options here(it’s best to book now as my schedule fills quickly).

Lisa Manyon is "The Business Marketing Architect," a content strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog.

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