Throughout all of your marketing efforts, your business must present consistent messages, offers, and calls to action to your prospects and customers. This includes your website.
Someone in the company, whether owner, manager, marketing department, or sales team, needs to determine a basic sales approach that all of your promotional material will adhere to and support. Some companies have newspaper ads that say one thing, salespeople saying other things, and a website with yet another focus. Coherence is the name of the game.
Your print advertising, emails, business cards, website, and other marketing material should work together toward the same underlying outcome. Don't just lay a heap of information on people then offer no direction about what to do with it or how to benefit from it.
What is your broadest, most basic marketing goal? To get people into your store, get people to call or email, buy products through your website, or something else?
Now, considering this, does your website have a clear and obvious call to action on every page? Does your website ask people to pick up the phone and call? To come to your store or office? To subscribe to a newsletter? To participate in a poll? To leave a comment? To sign up for a free sample or demo? To click and buy now? If you came to this page about online security guard training would it be apparent what action to take?
Does your website clearly ask visitors to do something simple, specific, and logical? And have you made it incredibly easy for them to?
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