I just did the ‘Is your website fit for purpose’ webinar for Enterprise Nation and received a whole heap of questions coming back from the attendees who were experiencing all kinds of problems setting up, growing or handling tricky web designer relationships. So I’ve decided to put all the Qs and As here.

QUESTION 1: Web Designer Management

“We pay a monthly fee to the guys who built our website so most updates are done within this, and I can add blogs, change copy, etc myself. Yoast is a whole  new world which I’m trying to get my head around, get so confused with all the SEO terms!  The main issue I have is that our website guys often say because we don’t have loads of visitors many of the tools are not worth paying too much attention to, which frustrates me as how else are we to learn and improve?!  We can’t afford to change companies though it desperately needs an overhaul, so having to make do for the time-being. Any tips much appreciated! If only how to respond to their somewhat apathetic comments ;-)”

ANSWER 1: Protocols and Standoffs

Lol, I know the frustration. I’ve heard it too many times. That’s why I’ve stepped into this space rather than let the web designers get away with murder … and worse, apathy.

A lot of these tools are free, like Yoast, and it defo keeps you straight about whether each blog / page is properly optimised with their fab traffic light system (red = not enough keywords, amber = could do with more, green = good to go!)

I’d recommend you set up a series of protocols for all suppliers to sign. If they don’t respond within 24 / 48 working hours with some kind of answer rather than a ‘kick it into the long grass’ answer. 

Otherwise, I’d take a ‘BT / Virgin negotiation stance’ – let them know you’ve got better offers if they don’t improve their customer service / deal. And make sure you do. Don’t fake it and leave yourself short.

Sometimes, to be honest, I find it’s often blokes “mansplaining” what they make out as really complicated tech. It’s actually them masking their ignorance.

QUESTION 2: Securing Emails

I am starting out, right now just a homepage, about us and blogging – specifically branding. Once I get more products then will expand to e-commerce. Its a webflow site. Sign ups is key for me, but using blogs alone for sign ups is not enough, is there any recommendations you have?

ANSWER 2: Lead Magnet / Call to Action

Great question. It’s important to have some kind of immediate Call to Action or Lead Magnet that gets them to hand over their email without any friction. That could be a pop-up ‘sign up’ box or definitely integrated as part of the website ‘above the fold’ ie nobody needs to scroll down before they sign up.

However NOBODY is going to hand over their email unless they are sure to get something valuable for it. Most folks I know have ‘inbox overload’ so don’t want another stream of marketing emails clogging up their system. Therefore, just saying “sign up” or “newsletter” or “regular updates” is not exactly appealing for anyone.

Borrow from the retail industry where they say “20% discount off first purchase.” Offer something that would be definitely worth paying for. These are called Lead Magnets which means you ‘magnetise someone to handover their email and become a lead in your sales funnel with an extraordinary offer.’

Lead magnets could be anything like

  • Text content: How-to, Guides, Reports, Whitepapers, Cheat sheets, Case Studies, Checklists, etc.
  • Video content: Video guides and courses
  • Visuals: Infographics
  • Surveys
  • Quizzes
  • Online demos
  • Webinars
  • Podcasts
  • Events
  • Free trials
  • Contests
  • Special Offers
  • Live Chats
  • Free Consultations

Whatever your special offer / lead magnet or irresistible Call to Action, the landing page needs to be super simple. If you HAVE to, use the home page, but remember that if they land on a page with lots of distractions, they may click away somewhere else.

It’s far better to have a dedicated landing page for sign ups. Either a popup or a specific landing page with only the bare minimum information on what they’ll get in return for their email.

QUESTION 3: How can I speed up my website?

Use Google to help you there. Use their developer tool called Test My Site and Page Speed Insights. They will give you the exact results of the website speed on both desktop and mobile plus a whole load of pointers on what you can do to improve the website page speed. You can take that list and give it to your website developer to do, or try and get on with it yourself.

Sometimes though, there will be too many things to do to improve the page speed. Sometimes, the website is just too old or got too much coding to resuscitate. In that case, it’s better to start from scratch.

Whatever you do though, don’t change the domain. Google doesn’t look at any new domains that are less than 6 months old. That’s because there are so many new websites coming on stream that their system won’t rank a new website for at least six months.

QUESTIONS 4: Ecommerce website recommendations

WordPress and Shopify are the easiest for people to use once they’ve been built plus they have all the functionality and design options to grow with your business.

QUESTION 5: What is a Facebook Pixel?

It’s a piece of code you get from Facebook when you set up ads that take people to your website. You’ll only find the code snippet when you create the Facebook, Pinterest, etc ads. It’s essential for creating retargeting ads to nurture sales. A lot of the DIY sites won’t allow them

QUESTIONS 6: Pop up box irritation

What’s your view on pop up sign up box? I find them irritating at times when I go to other websites!

True that. Find the non-irritating pop-ups that don’t pop up every time you land on the website. You’ll have to pay a bit more. Alternatively, use a self-standing page with only the pop up information on it. Or you could also use Facebook Messenger pop ups. They do not depend on whether or not the end user is a Facebook fan or not any more.

QUESTION 7: Bounce rate

“I have google analytics and it shows a bounce rate that is quite high is that something i should be worried about? or is that because my text is quick to read. My website is on squarespace”

Bounce rates under 50% are fine. 60% are ok. But anything over 60% are worrying and anything over 70% defo needs fixed.

Bounce rate means how quickly do they leave the website after they’ve arrived. If it’s low, it means that people arrive and stay for a while looking around the site and checking out a few pages. If it’s high, there are a number of factors can be at play:

  • People don’t see what they expect (branding? product? style?)
  • Landing page is too complicated to understand quickly
  • It takes too long for the website page to load so they bounce away
  • Misleading expectations: The website / email or social media that took them there led them to believe they would find something but they found something else
  • Asking for too much: The Call to Action isn’t clear or too difficult to fill in when on a mobile phone.

Over to You

Any more questions? Just scroll down and add them below so I can dive in to answer. I think I covered them all.

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  • Copywriting techniques and tricks
  • Web design
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