Constant re-evaluation, inherent flexibility and the willingness to evolve are a pretty solid recipe for the foundations of a strong business model, propelling you toward longevity.
This model can be applied to each aspect of your business to boost both productivity and effectiveness.
In this case, apply the model to the masthead of your online presence - your website.
Breaking it down - what are the three main goals of a website? Generate new business, cultivate reputation and promote brand awareness. We could start there. How do you go about doing those things? CLICKS.
Think about how people might be landing on your site - mostly likely through three portals - external links from other sites, generated search results or organically typing your web address into the browser.
All of these portals then require clicks, in order for the website to become ultimately effective.
So how you get these elusive clicks??
Clean - This goes for everything. The cleaner and more precise all aspects of your website are, the better. Clean up the look, clean up the content, clean up the layout - streamline, simplify, and modernise. It is a proven fact that clutter and confusion are a deterrent to the human psyche when navigating the waters of the web. People will feel more at ease and are more likely to continue their browsing experience when not being hounded by pop-up’s, moving images, sounds, flashes, etc.
Targeted - This is where your constant research and efforts come into play. Your messages must be targeted - catered to call directly to your ideal customer - which may change over time or by product. Cultivate new messages and headlines regularly, be laser-focused when sending out the call and you will bypass the casual, uninterested browser.
Fast - Speed is the name of the game these days. When it comes to the consumer, they are web-savvy and have high expectations. When their search ends on a site that cannot load properly, takes more than 3 seconds to convert or constantly slows their roll, it’s simple: they move on. This ties in to keeping it clean - debug, remove old or irrelevant content, be wary of image size, resolution and load times.
Quality - In a nutshell, consumers have become web-snobs, and rightly so. With access to the internet, options have become infinite. If your option does not produce the highest quality content, it will fall to the wayside in favour of something more relevant, snappier, and more alive. Web presence is not stagnant. Quality over quantity always applies when it comes to clicks.
Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.