Imagine this. You are a proud owner of a large furniture store in the city you are living in. Since the location is strategic and no competitors to be seen within the next 10km radius, you believe that everything is going to turn out perfectly well as per the business plan crafted. The confident level is never this high as you believe that the combination of the goods’ reasonably priced and top notch quality are pretty much unbeatable. These will give minimum excuse to customers to purchase the furnitures.
This new store will surely be a hit, you whisper to yourself.
Fast forward 6 months later. Nothing significant progress happens. The incoming revenues are too embarrassing to be shared and the profit is worst than pathetic. The sales are almost non-existent. The visitors are also low in quantity and those who did come into the store left after just a few minutes they’re inside.
What the heck is going on? Everything seems not working at all. Then you found out a few important things that contribute to the situation.
The furnitures are everywhere with no clear path for visitors to make their rounds. The store isn’t comfortable for visitors to roam long. They find it too stuffy. They can’t breathe when inside. They are confused with too many products being showcased right before their eyes. The displayed furnitures aren’t being organised well, and the visitors find it hard to find. No proper path for the visitors to walk through. Your store is too confused for them as they are struggling to decide where to begin the journey from, which way to go next and they just do not know how to find specific goods they’re after.
There is no payment counter. You don’t have a payment counter. None.
There’s hardly any signboard directing people to your store. The visitors are all from the regular passer-by. They’re already familiar with your store location. The only signboard that you have is the one at the shop entrance, that is it. Yes, the size is big and well designed but that’s the one and only signboard available.
Now let’s get back to our real situation with the website.
Similar to the above scenario, relate that physical store just now with your website. It is a place where you entice visitors to come in, convince them to stay for as long as possible and convert them into paid customers when they’re inside. But when these three fundamental things aren’t in place, it will be very difficult for you to do so.
Hard to navigate. Your website isn’t clean enough and this makes visitors hard to navigate. They feel confuse where should they go first. They can’t breathe while in it as too much information being displayed. You’re trying too hard to sell, trying too hard to share every single information in those limited space. In less than 5 minutes, people will just leave.
There is no call-to-action button. Payment counter in the physical store is similar to the Call-To-Action or CTA button on your website. The visitors will click at it when they’re convinced that you’re the one who can help them out. With the button, you can allow them to subscribe to your newsletter, submit inquiries, place an order or maybe book an appointment.
You aren’t writing enough to be discoverable. Writing articles or blogs that are friendly to SEO is pretty similar to erecting signboards everywhere out there directing people to your shop. And those signboards must have precise information on the store location so that the store can easily found. In SEO, precise information means the blogs must have relevant keywords in place that relate back to furnitures. You can write about your opinion, insights and share some how-to to the readers. Something beneficial would be an added advantage. Then, when there are huge number of keywords being indexed by the search engines like Google, the chances of your website to be found will be higher.