Online marketing can be painfully expensive for most SME owners. This expense is further worsened when the marketing strategy does not show results, which means that the sum of money spent is for naught. 

Many people think that websites have to be piled with lots of detailed information about their products and services. But in truth, how many people really read all that text? Majority of us will skim through the text and see if anything important jumps out at us. Often times, what you think is important for your visitors to know, is not important enough for them to focus on. 

Aside from an overload of information, there are other factors that contribute significantly to how a person will react on your website. Check out some of the factors here: 

#1 Mobile Friendly Websites are very important

Have you ever tried to google a brand on your phone and gone to their website, only to get annoyed as the website is not mobile friendly? The rapid growth of mobile usage has led to it becoming one of the top channels of communication and engagement with your customers. Hence, mobile traffic should definitely not be neglected when planning your marketing campaigns. Most importantly, you need to ensure that your website is mobile-friendly. 

Without a mobile-friendly website, you are missing out on potential leads and prospective clients. These potential leads and prospective clients could even shift over to your competitors’ websites if their websites are mobile-friendly. What all this means is that as a business owner, if you are trying the online marketing strategy, you have to ensure that you keep the interests of your mobile users in mind, and provide the best user experience to visitors. 

#2 Cultivating Trust and Credibility is Crucial

Put yourself in your customers’ shoes, if you were to visit a website that had no testimonials from previous users, and the overall look of the website looked shady, would you decide to patronise that particular company? 

It is in our human nature to not patronize companies that do not build trust within us, an example being why many of us prefer brand-names over unknown names when we decide to invest a substantial sum of money. When there is trust and credibility, your prospective clients would be more willing to patronise your company as other people are willing to publicly endorse it. 

#3 The Path to your Marketing Goal should not tire visitors

You may have visited websites that put you through a whole circus routine before you are able to get what you were trying to look for. Many websites make this mistake, in which visitors are required to go through at least 5 steps or more before they are able to get to the end goal, which usually consists of providing their email to get something. Of course, there are those who have the patience to go through the steps, but in this hectic world, how many of us are willing to do that all for the sake of one item?

Do your best and shorten this path as much as possible. Ideally, when people first land on your website, they should be able to reach your marketing goal with 3 clicks at most. If they are unable to do that, there is a very high chance that people will leave the page and not return, which results in them not completing YOUR marketing goal. If you make the path to your marketing goals simple for visitors, there will be a higher percentage of them that will reach that goal.

At the end, always put yourself in the shoes of your potential customers and try to tailor your website to hook them in. With just the right hook, you will be on the road to getting more clientele and generating more revenue!

Article contributed by Richard Tan, a Senior Digital Consultant with a wealth of experience in understanding how different businesses and industries work.

A series of workshops available at stjobs.sg/seminar!