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What’s Your Website Doing?

Every business has a website, right? But what is the purpose of your website? Most business websites are simply glorified business brochures. This is who we are and this is what we do. Look at us! Yet you wonder why your website isn’t bringing you any leads. You probably aren’t even tracking the leads that come from your website.

So how do you turn your company’s website into a lead-generation machine that works 24 hours a day? You redesign your website to attract your customer and solve their problem.

Yeah, it’s that simple!

Stop Talking About Yourself

No one who visits your site really cares about you. They don’t want to know how cool you are they only care about themselves. If they visit your site, it is already assumed that the buyer knows they have a problem. Today’s buyers want to know that you understand them and their problems. That you’ve helped others with their problem. Stop talking about you, talk about your buyer, their problem, and how you solve it for them.

Information Shoppers

A significant number of visitors to your site are just shopping. They’re looking for information to help with their decisions. Maybe they are looking for solutions, looking for reasons to buy or not buy, or they are looking for who to buy from. It’s called the buyer’s journey and there are many phases of that journey. Your site should be answering enough questions to keep your company on your buyer's shortlist. You should have a hook that grabs their attention, provide the solution they are looking for, give them the information they are looking for, and finally make them an offer that they can’t refuse.

Get Them On Your List

Since they probably aren’t ready to buy just yet, get their email address and nurture them. So many websites’ call to action is to “call us”. This is the hardest action for today’s buyers to take. No one wants to call unless they are totally ready to buy. The best call to action is to ask them for their email address. The only way to grab their email address is to provide something of great value. Maybe it’s a discount coupon or a special report with information that they really want. It could even be a M.I.F.G.E. “Most Irresistible Free Gift Ever” if you remember the free football phone from the 80’s sport illustrated. That free gift turned the failing company around. Once you have their email, then build a frequent nurturing email campaign to move your prospects into buyers over time.

Understanding your buyer’s journey and what your call to action is, is exactly how to get more engagement from your site visitors. The best call to action is to get their email address not to make the sale. More sales occur later than will ever occur on the first visit. Go and redesign your website that talks about your prospects and their problems and ask for their email address.

Marcia Riner is a business growth strategist and the CEO of Trajectory Consulting. She helps small business owners to increase profits, drive growth, and to be in a great position to sell it someday. Together, she helps you create your roadmap to increase revenue, drive growth, and maximize the value of your company. Check out her website

Marcia hosts a weekly podcast with videos on YouTube @ audio @ She also shares business growth tips on her YouTube Channel @Marcia Riner

In her book The Profit Accelerator, she provides 12 Ways To Dramatically Increase

Your Revenue, Profit, And Value. Download her book for FREE at


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