Ask yourself these questions:

• Is my website generating leads?
• Is my website reinforcing my brand?
• Am I getting the results I expected?

If you do not know the answers to these questions or you answer them without much optimism then read on…

Some businesses will fail and some will succeed. This is not only true for bricks & mortar shops but also for online ventures. Sadly, some online websites do not make it to the level of success that was initially expected. The good news is that you can do something about it.

The 5 most delusional theories for online success

1. My site will automatically rank well in Google!

After launch, your site floats through the enormous vastness of the Internet. A grain of sand in the desert. People find your website through Google. So the first thing you need to do is let Google know you exist. Then, let Google know you have something interesting to offer.

So get ranked in Google and get ranked high on the first page of search results; easy right? Well, no… There are a couple of approaches here:

Option 1 – employ a professional. Search Engine Optimisation (SEO) is a profession. If there is something wrong with your health you see a health professional; if there is something wrong with your website’s Google ranking you see an SEO specialist.

Well, that costs money I hear you say. Well, so does putting an advert in the Yellow Pages or the local rag. Remember that the Internet is a competitive playground where businesses tussle for position. It is all about your return on investment…

Option 2 – apply simple techniques that will enhance your website’s SEO “health”.

• Always use unique content – never-ever copy & paste content from other sites. Google will punish you with a lack of empathy not seen since the Lindy Chamberlain trials (a Google stole my ranking…).
• Create links to your site from other relevant high-ranking websites.
• Write like a journo. Talk succinctly about relevant issues and equally important, don’t talk about irrelevant stuff.
• In the Google world, big is beautiful. The more relevant content you have, the more Google licks its lips…
• Did anyone miss the importance of relevant content?

Action to take: Talk to an SEO professional. 

2. After I launch my site, I’m clearly done…

People like interesting and unique content. This is also why Google likes interesting and unique content. So perhaps it is a good idea to create interesting and unique content (just a thought)… So keep adding good stuff regularly. Google will analyse your site constantly and stale sites will eventually fail. To stay fresh:

• Post articles on your site talking about your products or services. But also invite comments on these articles.
• Link your website to your social media like Twitter and Facebook. OK, create a Twitter and/or Facebook account for those trying to catch up…
• Use new images generously and make sure you name them appropriately. Use the “Alt” tag so Google and visually impaired people can understand what the image is all about.
• Post industry-specific news on your site that can inform your customers about broader issues relating to your products and services.

Action to take: Update your site to include a Content Management System that is dynamic and super easy to use. 

3. I paid the developer, and now I’m done…

You just purchased the latest phone and a few months later there is a newer model with bells and whistles you could only have dreamed about. Website technology is no different.

Over 85% of web browsers are now using mobile devices (smartphones or tablets). You can’t ignore this any longer!

Responsive design websites recognise the size of the screen they are displayed on and adjust their layout accordingly. This makes shopping on a phone as easy as on your PC.

Action to take: Update your site to a responsive design. 

4. I’m sitting back letting the money roll in…

There are a lot of similarities between launching a website and opening another store location. So, there are some similarities in terms of success too…

• Your customers must be able to find your website so an integrated marketing strategy is extremely important.
• Your website must look inviting and have appeal just like a normal shop.
• You are not physically there on your website so you do not have an opportunity to “close” any sales. Your web design must therefore be 100% focused on conversion (getting your customers to do something). Conversion may be pressing the “buy” button, filling out an inquiry form, or picking up the phone and calling you.

Action to take: Talk to your developer about conversion, SEO, functionality and aesthetics (in that order).

5. I’ve been in sales for 30 years; I know how to sell online…

Buyer behaviour is very different online compared to your normal business. Potential customers feel that your shop is in their world rather than coming into your world as happens in conventional shopping.

There are no niceties or polite gestures from online customers if they are not 100% convinced about you or your products and services. One-click and you are gone… So, apply online buyer behavioural techniques:

• Your customers don’t like to read – so keep anything you write short and to the point.
• Instruct customers by providing easy-to-understand “calls to action” to convert visitors into customers. “Buy now” and “Add to cart” stuff.
• Create urgency – you are not there to close the deal so your website needs to do it for you. Specials and limited offers are great for creating urgency. If they don’t buy now they probably will find another better/cheaper product somewhere else…
• Simplify the purchasing process – if your customer doesn’t own the product in 30 seconds and within 3 clicks then they will most likely disengage and move on to your competitor.
• Cut out any nasty surprises during the purchasing process.
  • Don’t dump a $14 delivery charge on a $20 item halfway through purchasing. ($34 including delivery is perceived as much better value for money).
  • Don’t add a 2.5% VISA charge if customers want to pay with their credit card. ($34.85 – no more to pay is perceived as much better value for money)
• Show your product – so use pictures from different angles. Show pictures of your product in use so customers can relate to the features and benefits of the products.
• Use videos to showcase your goods or services – a 2-minute video with a great big “ENQUIRE NOW” button is to the point and without distraction.
• Don’t interrupt the buying process – so do not side-track your customer after they are in “purchase mode”. After the call to action you do not show links like “more information” or “read more”. At that stage “read more” means “buy less”.

Action to take: Invest in shopping cart software that will enhance the buying experience.