There are three main ways;
- Emphasize your website content
- Be more than just visually appealing
- Implement "Book Now" Buttons
In today's world, information is more accessible than ever, and when a potential client decides to look for a new service provider, their search typically starts online.
While referrals have traditionally been effective, it's becoming increasingly common for clients to research businesses online before making any purchasing decisions. It's estimated that 67% of a buyer’s journey is now done digitally. As such, when clients search for new services online, you want to ensure you're at the top of that list.
We've assembled three simple tips to help make sure that both your existing and potential customers can easily find you online.
1. Emphasize Your Website Content
Remember, your website isn't just a visual masterpiece for you, but it's a dynamic, online information portal and purchasing tool for your customers.
Clients It's crucial to remember that your website is not for you, but for your client. Think about your ideal potential client and what information they need to glean from your website. Why have they visited your website? What are they seeking? Is the most vital information upfront and easy to find? Is your main message highly visible? What's the primary thing you want them to know before they navigate away? Is that the first thing they'll see?
Pricing Ensure that your pricing is easy to find and written in language your customers can understand. Price is a factor in your customers' buying decision process. If this isn't clear, they will move on with limited information about your services.
Staff Keep your staff profiles updated and engaging, complete with photos – people like to see who they're booking with. Staff profiles are among the most visited pages on a business's website, so take the time to perfect them.
Contacts Finally, take care of the basics! Make sure your physical address, phone number, and map are up-to-date and accurate.
Updating your website regularly with fresh and intriguing content is extremely valuable for getting in front of prospective clients. Google tends to pick up fresh content more easily, and outdated information can tarnish your business’s brand.
2. Be More Than Just Visually Appealing
While we all want our websites to look visually stunning and demonstrate our creativity, it's important to also consider the purpose of your website.
Responsive Is your website responsive? A 'responsive' website means that it can be viewed on any device, be it a desktop or laptop computer, tablet, or mobile phone. A skilled designer or developer will ensure your site looks great on any device.
Searchable While visual elements and design are undeniably important, the text content is even more critical as it conveys your message to your customer and is one of the primary ways Google finds, and ranks, your site. Google regularly scans your site for new and unique content, and regular updates will ensure Google continues to rank you favourably.
Keywords Finally, check that your content is rich with keywords. The goal is to land on the first page of Google search results, as users rarely move to the second page or look beyond the top 3 or 4 results.
Identify the most important keywords for your business and incorporate them into your website copy regularly. For example, 'Brunswick Hairdresser' or 'laser treatment Sydney' might be phrases you use frequently and also terms you'd expect your customers to use when they search for services. Using these keywords consistently will help your website get noticed by Google.
3. Implement "Book Now" Buttons
After customers have explored your site, what will they do next? Call and book with you instantly? Come back later? Or will they have moved on by then? Make sure you make it easy for your customers to commit to you, right then and there!
The internet is about convenience. People easily get frustrated and feel inconvenienced if they hit a dead end. Make sure they can book with you on the spot, online, and at any time!
Ensure you have an online booking button on your website and Facebook page. Here’s a quick checklist to consider:
Mobile Optimisation: Can your clients use it without having to squeeze and pinch? A booking page should respond to the device it’s being viewed on. Remember, more than 60% of people who are on the web are on a mobile device, so make it easy for them. Flexibility: Can your clients book, reschedule, and cancel? Providing your clients with the flexibility to manage their own time is key. You'll also save yourself interruptions and administrative tasks with fewer incoming re-scheduling phone calls. Ease of use: Is it simple and easy to navigate for your clients? Visibility: Do you have a "Book Now" button visible on your site? An increasing number of people spend time online after 8 pm – if you don’t have an online booking mechanism, you're missing out.
Your website doesn't have to be flashy to ensure you a steady flow of bookings and sales; it simply needs to cater to your unique audience. Think about what kind of experience your customers want. Reflect on the purpose of your website and why people visit it, and then design (or re-design) it to ensure your customers can find you online.