0:00

Welcome back to Behind The Madness. I know it's been a while,

0:02

but in between Paul being far too busy to

0:04

edit the podcast and Jamie who's actually

0:06

left the company and is travelling

0:08

around the Arctic, we've been

0:10

struggling to get a co host, but He's

0:12

popped in to say hello. So I have got

0:15

the wires back out, got the mics dusted off, and

0:17

we are here to go for another episode.

0:19

So for those who don't know, this is Behind the

0:21

Madness, where we talk about business growth,

0:24

ways to work smarter, and the fundamentals

0:26

of business, all geared to unlocking

0:28

your brand's peak performance. I'm

0:30

your host, James Roberts. I'm the owner and founder

0:33

of Method, and today, luckily,

0:35

because he popped in for a cup of tea, I'm

0:37

joined by Jamie, who I'm

0:39

going to call the co host so

0:41

he can't go on his travels too far away

0:43

again. But before we jump into this

0:46

weeks, hopefully episode,

0:48

I wanted to let you know about ways you can contact the show.

0:50

We have a dedicated email address [email protected]

0:55

where you can give any feedback, ask any questions,

0:57

and we will try and answer them on future

0:59

episodes or catch up with us across

1:01

all of your favorite social platforms where we

1:03

publish content helping our

1:05

listeners grow your business.

1:08

So today we are going to be

1:10

talking about how to get more

1:12

conversions from your website. Is

1:14

that what we're talking about?

1:15

That's what we're going to talk about. That's exactly what we're

1:17

going to talk about.

1:17

Well, let's get right into it. So

1:24

firstly, Jamie, how was your travels? It's nice to have you back.

1:26

Yeah, it was really good, thanks. It's, uh, warmer here

1:29

than in the Arctic. So, uh,

1:31

the shorts are back on and the big coat's

1:33

back in the wardrobe.

1:37

Antarctic has

1:38

penguins the guys in the tuxedos the

1:40

happy feet down south big

1:42

guys up north

1:43

There you go. You learned something, learned something

1:46

new?

1:46

That's why it's called Antarctic means

1:49

no bears

1:50

Did not know that.

1:51

Yeah, there you go fun fact today. But you

1:53

didn't think you're gonna learn that when you clicked

1:56

on that button to go I want to learn more

1:58

about conversions.

1:58

Now is that how they're going to get more conversions? Is it

2:01

by understanding the difference between

2:03

the uh, the north and the south?

2:04

Well, technically, it is understanding the

2:06

journey. That is a big key

2:08

to it. So you could say, in a roundabout

2:10

way, yes, it is.

2:12

Amazing considering this is unscripted

2:14

Nailed it. Nailed it. Absolutely nailed

2:16

it.

2:16

Come back next week. So websites, as

2:19

we all know, are probably

2:21

your shop front for most businesses

2:23

now they are the prime focus

2:26

for bringing in customers, leads,

2:28

whatever we're going to call them and giving

2:30

them enough information that

2:33

they are going to get

2:35

in contact. We don't know who these people are who land on our website,

2:37

and what we're wanting to do, in essence, is

2:40

work out who they are as quickly as possible.

2:42

Give them the right information so they will get in contact.

2:44

Fun fact, there is a high proportion

2:47

of people who land on your website that will

2:49

never contact you. You think about all

2:51

the websites you visit every day and how

2:53

many of those you will actually

2:56

get in contact with the, with that company

2:59

is very, very few. The

3:01

ones that you do, if you just think about even just

3:03

today, who you've contacted will make it super

3:05

easy or be focusing

3:07

on what you want to do that. So

3:09

really, in essence, we are going

3:11

to hopefully try and give you some tips

3:14

and some takeaways that you

3:16

can apply to your website, or

3:18

certainly, I guess, analyze your

3:20

website, what's going wrong, to

3:23

turn a nobody into a somebody.

3:25

And I think the key thing there is,

3:28

ideally, if your website works well,

3:31

they don't need to contact you. When was

3:33

the last time you spoke to Amazon?

3:35

Because you go on, you buy, it gets

3:37

delivered, and hopefully all is well. Even

3:39

when you need to return, you go onto the website,

3:41

everything's signposted well. And

3:44

it does the job. There's been

3:46

a big switch, websites used

3:48

to be a vehicle, it used to be one

3:50

of the things that people could have for a business.

3:52

But like you said, it's become the shop front, it's

3:55

become almost the business.

3:58

The other things that feed in social

4:00

medias, blogs, whether you leaflet,

4:02

whatever. They're the added now,

4:05

and a website's out on its own. So you've got to treat it

4:07

like that, you've got to treat it and put the importance on

4:09

of, kind of, If you're opening up a shop,

4:12

you wouldn't make it look crap. You wouldn't

4:14

go, oh, well, people can't even get

4:16

through the front door, they don't

4:18

know where the changing rooms are. We've all been

4:20

in the shops where you look, yeah, you look, you

4:22

go into a shop, And you pick something up, and then you're

4:24

looking, well, where are the fitting rooms? How

4:26

do I pay for this? And you think,

4:29

I won't bother so you leave we've

4:31

all done it, we've all done it on the high street.

4:33

We can talk about the high street on another day. So

4:36

why do it on a website? Someone's in the comfort

4:38

of their own home, make life easy. Remove

4:40

every bit of friction you can.

4:42

Yep, and there's so many things

4:44

that websites grow over time as well,

4:46

and it's so easy and we come across this every

4:49

day of people wanting to add

4:51

some more up to date information. We've got this now

4:53

and we do this now and let's add it, and before

4:56

anything's actually been thought about, it's added onto that

4:58

top navigation, which is again, making

5:00

it harder for people to get to actually what they want.

5:03

Obviously some things have their place on that

5:05

top nav. But everything

5:07

has a place and needs to be thought about, and websites can

5:09

grow and grow and grow and grow and grow,

5:12

and become so difficult

5:14

to navigate. Imagine just doing that with a shop and just

5:17

adding absolutely everything into your shop.

5:18

Sure, sure.

5:19

You probably wouldn't even bother going in through the front door because you could just

5:21

see it being so busy.

5:23

Well, a lot of good websites adopt a minimalistic,

5:25

you think of Apple. Yep. Like, uh,

5:28

everyone I think will agree their website's decent.

5:31

They've got a few pennies to put towards it.

5:34

Um question. Go on. What's

5:36

your favourite websites?

5:37

Oooohh Which

5:38

ones do you go on? You go, do you know what this was seamless.

5:41

Like I'm a big Amazon fan because it's,

5:43

it does what I want it to do.

5:44

It comes through my doorstep without me even realising

5:46

I've bought it.

5:47

Yeah.

5:48

Which is great.

5:49

Well, that's it. It, it completes the customer

5:51

dream. The dream outcome is

5:54

I want this book, I go

5:56

on, I search the book, I pay for the book, the

5:58

book arrives.

5:59

Interestingly, I've got a lot of websites that I will go

6:01

to on a daily basis that might not necessarily

6:04

be very good, but my need outweighs

6:06

how bad they are.

6:07

Have they got the sweet spot then?

6:10

No,

6:12

So go on for everyone who's listening.

6:14

So all five people, um

6:16

What

6:16

Hi Mum.

6:17

What websites

6:19

do you love using and guys if you have

6:21

ones chuck them down in the comments, that'd be great Bit

6:23

of a loaded question, because everyone's website

6:26

does need work because our customers

6:28

are always evolving brings

6:30

us nicely on to kind of buyer personas

6:33

understanding who you are. So James, talk to

6:35

us a bit about that importance about

6:37

understanding the customer before

6:39

you've done a website, but also after when you've got

6:41

a bit of analytics, because when you go in beforehand,

6:44

you do have to go a bit broad to learn who

6:46

they are. So people who are

6:48

maybe trying to get it right first time, Talk

6:51

to us about the importance of kind of going broad

6:53

and then narrowing over time.

6:54

Everybody setting up a business will have a rough idea

6:56

of who they're selling to. That grows

6:59

over time, exactly as you said, as you learn more about them

7:01

you're going to get highly tuned into

7:03

it and start to know more about their pain points,

7:05

but you've got to start somewhere. So

7:07

becoming broad is easier,

7:10

um, especially when you're starting off a business, you'll almost take

7:12

anything, and then you can filter it down.

7:15

If you take it back to the analogy of having a shop,

7:17

I don't know, you're selling female clothing,

7:20

for example, for gym goers. You

7:24

are not going to expect

7:26

a load of middle aged men to come through

7:28

the door, for example. So understanding,

7:30

having a rough understanding of who's coming

7:33

in through the door is going to help massively

7:35

and then why you should,

7:38

even just your tone of voice, everything that's going

7:40

on the website should feel comfortable to them.

7:42

So what kind of things are, I'm going to jump in there, and this

7:44

is going into the kind of UX,

7:47

UI side of how a website looks, feels.

7:49

You mentioned tone. Yeah. What are the kind

7:51

of key elements? I imagine colours.

7:54

Colors, imagery, uh, your tone

7:56

of voice. If you land on a page and

7:59

you know when it's right for you.

8:01

We always kind of talk about the the

8:03

messaging and the actual text That's

8:06

there that is huge.

8:08

Um But also there's so

8:10

much if you see somebody who's familiar to you

8:12

or is wearing the clothes that you want to

8:14

wear and has the same kind of colors that you

8:16

like and isn't off putting and the

8:18

font even the choice of font matches

8:21

exactly. You feel at home, you

8:23

feel comfortable, or you aspire

8:25

to be that. Do you see what

8:27

I mean, so, you know, you, you never see

8:29

a certain type of there's a certain type of person

8:31

you see on fitness websites are who you generally

8:34

want to look like or become.and it's

8:36

it's very, very much that.

8:39

Still really wish I was David Beckham from

8:41

2005, from the Adidas adverts.

8:43

Was it the hair?

8:44

Yeah, the cornrows.

8:46

It's feeling comfortable around that website,

8:48

with also trust comes into it

8:50

massively. Um,

8:53

and again price points of businesses. So

8:55

if it's a big purchase item, then

8:58

trust is obviously a sliding scale.

9:00

If it's a five pound purchase you might take

9:02

a punt. If it's a thousand

9:04

pounds, you're going to want to know about that company. You want to make

9:06

sure you're going to get the product. So there's, there's trust factor in

9:08

there, now that trust can be instilled with

9:11

knowing that you're in with the right crowd that feel

9:13

that quality. We've all been onto a

9:15

terrible website that has

9:17

been awful to navigate.

9:19

It's felt clunky and

9:22

your trust element of when you're buying

9:24

that product, whether it's even going to turn up

9:26

is reduced. So there's

9:28

so many factors that go into it, but

9:31

around tone of voice, imagery,

9:33

colors, and again, a lot of it people

9:36

say, well, yeah, but is this going to be attract the person

9:38

that I want to attract as long

9:40

as you're not doing anything

9:42

that is so different

9:44

that's going to put them off. You're not going

9:46

to be too far wrong getting something started and

9:49

then as I said over time as soon as you know

9:51

well, actually our buyer persona now is this

9:53

person who almost shops

9:55

here, who is this age who is interested

9:57

in these type of things, who has these challenges,

10:00

you can refine it and improve

10:03

it. I think you've always got to come

10:05

back to a sense of quality,

10:07

for example, you wouldn't open up, you know, you

10:09

wouldn't open up your shop when you're

10:11

still having work done to it or there's,

10:13

you know, there's things lying around. Um,

10:16

the same thing comes there, it's down to that quality

10:18

and that pride and sometimes that's forgotten.

10:20

So, a big thing we talk about in the kind of

10:22

the digital sphere is attention. And

10:25

you got my attention because I've clicked on your link.

10:27

I've come to your website, gone through the things

10:29

you've spoken about in terms of starting to build

10:31

that trust elements, and how you

10:33

build that when someone lands on the website, we've spoken

10:36

about them finding their own crowd

10:38

talking in the right tone imagery

10:40

colors all of these things that you have a good

10:42

broad idea about. How do

10:45

we then go from a trust

10:47

element and build that journey into

10:49

a buying element. Because, I imagine

10:51

a lot of people listening will have looked at their website traffic

10:54

and they'll say, I've got a thousand people

10:56

a day coming on and I'm getting three

10:59

sales. So where are all the 997

11:02

Firstly, the hardest point is getting people to your website.

11:05

There's so many websites that are built by

11:07

companies and then handed over and go good luck, off you

11:09

go, and they think, well we've got the best

11:11

website in the world, nobody knows it's there,

11:13

and it's, yeah, we've all heard it.

11:15

Before we do that, because I think,

11:17

I reckon if we put some stuff in at the end,

11:19

some tips in at the end, on

11:22

how you can drive the traffic, as

11:24

well as the conversion, I think that'll be

11:26

it, so stay around.

11:27

So we've got, we've got the thousand people coming in,

11:29

which is amazing. That is sometimes

11:31

the hardest bit, okay? So, but

11:33

for this, I'm landing on the website.

11:36

Why? And I would go the other way. Why aren't

11:38

we getting more people? if you're getting a thousand

11:40

people and you're getting three sales, something

11:43

is wrong.

11:44

How do I find out what's wrong though?

11:47

So you've gotta understand where people are coming from to start

11:49

off with, I think with this. So for

11:52

argument's sake, we put a Facebook ad out, right?

11:55

Facebook ad is flying. We're getting a thousand

11:57

clicks a day that are coming to our website,

11:59

and they're all landing on the website and

12:01

they're not converting. My first

12:04

thought then would be to go back to the ad and

12:06

review the content on it, review who I'm targeting

12:09

and work it out, and, and start there. There's

12:11

no point in almost refining the website.

12:14

Because what you might be doing is having the

12:17

wrong people come to your website in the first place.

12:19

So you're just going to change your whole website based

12:21

on the people coming in who may be the wrong

12:23

people in the first place. So all of those thousand

12:25

people might be the wrong people

12:27

who you've targeted to start off with. Yeah. And

12:30

the three people just found you.

12:31

Okay, so you're looking at things, something

12:33

like call to actions there, where on your,

12:36

like your input, where the traffic's coming

12:38

from, could be something like,

12:40

check out our new website, rather than

12:42

buy here. So they're not coming to

12:44

buy.

12:45

They don't understand why they're going, it's more of an interest thing.

12:47

Then when they get there, they understand why they're there, and it's

12:49

not for them. Yeah,

12:50

But they weren't in the headspace to buy anyway. So

12:52

you haven't... Those leads haven't

12:54

been primed, they haven't been kind of qualified. kind of

12:56

qualified.

12:57

Because the chances are, when you're setting

12:59

you've probably got a... If we're talking

13:01

generically, starting off... You know your website,

13:03

you're going to have quite an open reach,

13:06

so your ads are going to be quite open,

13:08

and again over time you want to tailor that

13:11

into who you're actually targeting, and

13:13

make it more specific. Um,

13:15

and you are when you're talking more generic about

13:17

ads, you are going to get a lot of people who are

13:20

falling just outside your target

13:22

audience, so so they're naturally

13:25

just going to do it out of interest. Probably

13:27

is not going to do any harm in terms of brand awareness,

13:29

but you're going to get enough, maybe

13:31

80 90 percent of people who are clicking on the

13:34

ad who should be targeted, but they

13:36

might, it's exactly as you said, the wording might be wrong.

13:38

So in that journey from going okay,

13:40

conversions low to conversion high, which

13:43

what we're trying to help you guys with at the end

13:45

of the day is tilting that balance

13:47

in your favour.

13:48

Yep.

13:49

Yeah. Also one thing here, is be

13:51

realistic a thousand people landing on your

13:53

website a thousand people aren't going to convert

13:56

um, you've got to like have an idea

13:58

about your percentage for your industry

14:00

what that conversion is.

14:02

Yep.

14:02

Because If you have unrealistic

14:04

expectations, you are setting yourself up to fail

14:06

and when you're doing a great job, you may

14:08

be thinking you're doing a poor job.

14:10

Yeah, yeah, yeah, completely. Those three out of

14:12

a thousand might be amazing.

14:13

Yeah, exactly.

14:14

If each sale was two hundred and fifty

14:16

thousand pounds ads

14:17

Then let me, let me in on your business if you need

14:19

a podcast

14:20

Exactly. So it is, it is kind

14:22

of, you know, we, we worked with a client before who

14:24

would only need a couple of sales a year,

14:27

depending on the high value. They were very, very high

14:29

value products. Um,

14:31

so they would get an enormous amount of

14:33

hits with little sales, but

14:36

understand that. So we were generating

14:38

a huge amount of hits

14:40

on the website, but very low

14:42

conversion rates. But understanding the business, we

14:44

knew that was going to be the case.

14:45

So understand your traffic

14:48

input, and what's on the other

14:50

end. What's getting people to your website to start with.

14:53

I'm on the website, I'm looking around,

14:55

what should I be looking at? You mentioned navigation

14:57

before. Talk to me what

14:59

that means in terms of what

15:02

does navigation mean? Like where buttons

15:04

are, how menus, buy button, call

15:06

to actions I've heard about. How

15:08

important is that and how can I

15:11

audit it? If I'm going away from this podcast and

15:13

going, okay, James has said navigation. What

15:16

do I look at?

15:16

So, if we're taking

15:19

the ad, we don't want to send somebody

15:21

from an ad to a homepage. Right?

15:24

The whole point in your homepage is generally,

15:27

you will offer a number of services, a number of products.

15:29

Every business kind of does and

15:31

the homepage, the whole job in the homepage

15:34

is to get that person as quickly as possible

15:36

to the area of the website that they're interested in.

15:39

Right? So as a consequence of

15:41

that, you've got to put a hell of a lot of information

15:43

on that page, to try and capture

15:46

as quickly what they are. So you do the high level stuff

15:48

first. These are the products we sell. Are you interested?

15:50

Boom. They've gone off to the products. Fine. Following

15:52

on from that, it might be, Well actually, these

15:54

are the services we offer, are they interested in services? So

15:56

products, no. Services, yes.

15:59

But failing that, you might then go in with,

16:01

maybe it's some news from the website or something,

16:04

or some helpful advice. And you kind of

16:06

tier it, there's a hierarchy, so

16:08

the most important thing that you're trying to sell

16:10

is first, and then if they're not interested in that, you

16:12

try and capture them down and down and

16:14

Yeah, because you're already seeing about us, or our

16:16

story,

16:16

Yeah, yeah. you don't know, you don't

16:19

know. That person who's landing on the website may not know anything

16:21

about you, but Steve down the road

16:23

has said, oh, you've got to go on this website. It's great. Trust,

16:25

I wonder what I wonder about, wonder what they're doing. Yeah. Yeah.

16:28

So got to have that background. So again,

16:30

this is why we throw everything onto the homepage,

16:32

little snippets of the rest of the website. So

16:35

that is obviously the one stage, if they're coming at it

16:37

from, from kind of cold. If you're

16:39

taking them from an ad, and we'll carry that journey on,

16:41

because I think it works quite nicely. So I've come from an ad, um,

16:44

I've landed on the website. I would then target

16:46

them with a page. If we're trying to push a product, you land

16:48

straight on that page. Because it makes sense.

16:51

Do you want these glasses? Yes I do. There's

16:53

no point in sending them to, to something

16:55

else which is selling them shoes or selling them something else.

16:57

I want to go directly to relating

17:00

to that ad. But in terms of the navigation when

17:02

you're there, again, there's, there's this two phase

17:04

thing. If you're sending it from an ad, you probably just

17:06

want to be talking about this thing that, that

17:08

engages them. I just want to see about those sunglasses

17:11

or those shoes or whatever I'm going to. And the

17:13

rest of the navigation should almost die back a bit because

17:15

I don't want to send them off and get them confused.

17:18

But, in terms of a navigation, again,

17:20

keep it simple. People

17:22

will also, and this is James top tip,

17:25

people will also try and come up with cool names

17:27

for stuff. So rather than about us,

17:30

they'll try and say, well, this is our,

17:32

this is our incentives. And, and, and it's words

17:34

that we don't associate with it. Aren't

17:37

familiar, like yeah, so you're like, what the hell is that?

17:39

And then the other one, another one of my pet hates is

17:41

people have a news and a blog. And

17:43

they'll have a reason for having both, which

17:45

tends to be the news is about

17:47

company news, and the blog is helpful

17:49

information, or resources, or things like that.

17:51

And I think that's really important. They'll

17:54

understand what they're talking about. How

17:56

many times do people build a website

17:59

for them versus building it

18:01

for their customer?

18:02

Exactly, so combine them into two.

18:05

Nobody's going to be upset going to news and

18:07

finding useful information. And

18:08

And that's where you put the unique

18:09

stuff Exactly. 100%. Yeah, so you

18:12

got all that in. Another tip with the news is

18:14

I wouldn't necessarily, or the blog, I wouldn't necessarily

18:16

put it in the top navigation. Because

18:18

we're trying to push, and this is where you can

18:20

start to focus down on what's in that navigation.

18:23

You really want to focus on

18:25

stuff that you're trying to sell or stuff that you're helping people

18:28

with, right? So, I

18:30

come onto a website, for Apple for example, you go straight into the

18:32

products and I think it will lead you into what type of product.

18:34

Maybe it's a Mac or it's a phone or it's, right?

18:37

And then it's probably next up, and I'm

18:39

not looking at it, it's probably support or something along those

18:41

lines. If you want to know about Apple, it's

18:43

probably not up there. If you want to contact Apple, it's probably

18:46

not up there. Because what they want to do is

18:48

drive you into what they're trying to sell or what

18:50

they're trying to offer. So everything else

18:52

can be there. Home, don't have home

18:54

in your navigation. Because you'll land on

18:56

home and then you're going to go to interesting areas

18:59

after that. I don't want home,

19:02

I don't want somebody who's not going to go back to home,

19:05

do you see what I mean? To then have everything thrown

19:07

at them again use the logo.

19:09

I think that's really key and I'm

19:11

just going to kind of see if

19:13

I can summarize that just to, so

19:16

I understand, but also so that people can take

19:18

away from. Is, you're building

19:20

your website for your customers, not

19:22

for you, but you have to be intentional

19:26

for what you want them to do. So,

19:29

for example, I'm building it for John

19:31

and Barbara, but what I want John

19:33

and Barbara to do is buy

19:35

a photo album. So albums

19:37

would be there on that navigation. Happy

19:40

days.

19:40

Yeah, exactly that, and then the other thing is,

19:43

if we go back to the original... You know,

19:45

people aren't going to contact you if they're buying

19:47

a product, they don't need to. We need to know who they are,

19:49

be that if you're a service led business and

19:51

you're selling a service, we need them to contact

19:54

or to find out more if

19:56

they are a product led business, we might want them to buy

19:59

or get a demo in of the product. And

20:01

that is another fact, the contact page

20:04

is very, very rarely used,

20:06

um, for transactional

20:10

stuff, right? It's usually,

20:13

if we take our contact page, for example, we have to have

20:15

it on there.

20:15

Something's buggered up and I need help.

20:17

It's actually usually people selling services

20:19

to us, not people who we're

20:21

targeting.

20:22

So hide it..

20:22

If you notice on many, many websites certainly the

20:24

bigger websites now trying to get in contact with most companies

20:26

is a nightmare because they have they've taken it off. Because

20:29

they want to drive you into what their main focus is,

20:31

which is selling a product or getting you interested. And

20:33

again, if you come back to that, if you're trying to sell a service,

20:36

somebody isn't going to go, oh, I'm really interested

20:38

in your service tell me more and go to the contact

20:40

page to fill that out. But if you give them a reason

20:43

saying, you know, uh, if

20:45

you, do you want us to tell you more about

20:47

this? Um, here's a download,

20:49

here's a something. So we can get that person's information.

20:52

They're more likely to do that than go to a contact

20:54

page and fill in a form saying, I'm really interested

20:56

in XML. Um, products

20:59

slightly different again, because obviously you're going to go,

21:01

have you got it in this size? Does it work with this? And you might have

21:03

questions about that product. If

21:05

somebody does do that, and this, this

21:07

comes into, I'm kind of going off the subject a little

21:09

bit, but sales and marketing sales

21:11

are going to be at the front line of knowing what's wrong with

21:14

your people buying. Right? I've

21:16

got a problem that people keep asking me this as

21:18

a sales agent, as a, as a sales

21:20

guy, uh, everybody's asking, does

21:22

it do this? Can it fit this? If,

21:24

in marketing, if you speak to the sales and go, well,

21:26

what are you being asked? Why are sales falling down?

21:29

They'll go, oh, everybody's asking about, can we have it in

21:31

blue? And you go, yeah, of course you can have it in blue. We'll put

21:33

that on the website, get that there. So that question is

21:35

being, yeah, being removed. There's no blockers

21:37

to sale.

21:38

As you can all probably tell, James

21:41

is very passionate about this subject.

21:44

We'll put him on the clock to

21:46

bring down, make it more

21:49

concise.

21:49

Yeah.

21:50

I wanna know three and I'm gonna give

21:52

you 15 seconds for

21:54

each, of the biggest friction points

21:57

that you see on websites, and

21:59

in that 15 seconds, how

22:01

they can fix them. So, friction point,

22:04

how they can fix it.

22:05

15 seconds for each.

22:06

15 seconds for each. Okay,

22:09

first one, starting now.

22:12

Don't put your social media on your website.

22:14

What's the fix?

22:15

Uh, basically everybody has social media on their website,

22:18

and then you will click it and go to Facebook and learn out what Aunty Sally's

22:20

just been up to, and you'll never go back to the website. But

22:22

we always put it in to try and get that news across, so

22:24

remove it. Don't put that in there.

22:26

Number two.

22:27

Uh, number two is

22:29

simplify your navigation, don't put everything

22:32

in the navigation. Just put your

22:35

target points of what you want

22:37

to achieve or where you want to push people on your navigation.

22:39

How many rough in a navigation?

22:42

Five Okay. Last one.

22:45

Uh, last one, keep

22:48

it simple to start off with,

22:50

so clear messages with clear

22:52

outcomes. People like to add a load

22:55

of content, so much content that people

22:57

generally don't want to read. But you can put

22:59

that further down the sitemap.

23:01

Brill. I think, I think they're super

23:03

useful, super actionable. And like

23:05

looking at this, kind of thinking about how we can kind

23:07

of wrap this. That user journey,

23:10

super, super important. Be intentional

23:12

as a company, from a customer

23:14

point of view, whether you're gonna lead with empathy there

23:17

with that persona with that kind of idea

23:19

of who you're who you're targeting. Obviously,

23:22

over time, your data will show you who you should

23:24

be targeting, working with sales and marketing,

23:26

like James says, getting blue

23:28

at the front of the product page

23:30

if that's the color people are after. And

23:32

then literally just making sure you are

23:35

spending time kind of maybe once

23:37

a quarter going through your website

23:39

and doing an audit. Looking at it and

23:41

kind of going what's changed in the market,

23:43

our video is more prominent. Look at TikTok,

23:46

look at Reels All

23:48

of those elements just to make sure you're up

23:50

to date are really key as well. I

23:52

mentioned a bit earlier that if you got to the end of this podcast

23:55

that we would throw in some stuff about

23:57

sources. So how to get people

23:59

to it traffic wise. I

24:01

imagine we'll probably do a podcast about this because it's

24:03

a big topic. So I'm gonna ask James

24:05

for his five top ways

24:08

to get traffic to a website to

24:10

increase your traffic. Conversion we've

24:12

looked at. Traffic. James,

24:14

wrap us up with how we can do that.

24:17

Traffic can come from a number of different places. And as

24:19

I said, to start off with people get a website

24:21

built and then forget

24:24

about it and hope if you build it, they will come. Doesn't

24:27

happen. I

24:28

Oh, damn.

24:28

I know. It'd be lovely if it

24:30

did. Well, we'd be out of a job if it did. Um,

24:33

so firstly, again,

24:36

we say this a lot and I know we sound like a

24:38

broken record, but understand who they are, then

24:40

you know where they are. So if you know who they are,

24:42

you know where they're hanging out, right?

24:44

Attention.

24:45

Exactly. So. we can all

24:47

jump into SEO, right? SEO is brilliant,

24:50

and it has a massive place.

24:51

Which a lot of people forget about as a source.

24:53

Yep, yep. But SEO is

24:56

key because Google is winning

24:58

outright.

24:59

Google, never heard of it..

25:01

No, I know right? Uh, forget about

25:03

being an Ask Jeeves. Um,

25:06

think about Google winning out. And, and...

25:08

For our younger listeners. I know, we

25:10

now go into a question. So, we

25:12

don't go... If you remember when you used to do a search...

25:15

And I'm not going to spend too long on this. We'll probably do a whole podcast.

25:17

But you used to say, red iPhone, right

25:19

now we go, what is the best iPhone? Kind

25:22

of asking, asking the questions because we're getting better

25:24

results back.

25:25

Yeah.

25:26

So think about that in terms

25:28

of your, your blog and the content you're putting out.

25:30

So what are the best iPhones? If you're selling

25:32

phones. Do a post about what are the

25:34

best phones.

25:34

Sure.

25:35

So SEO is key and getting that content

25:37

going is huge. The problem with

25:39

SEO is it can take a bit of time to kind

25:41

of get it enforced. So

25:43

a quick win is to get

25:46

ads running, right? Ads are a quick way,

25:48

Google ads, um, are a quick way

25:51

of, of cheating really. Costs

25:53

a bit of money, there's no point in doing a huge

25:56

SEO spend on some keywords that you

25:58

think might be right. Why don't you put a bit of money

26:00

behind it and target them. And you're going to get that traffic

26:02

coming through. If they work, again this comes back

26:04

to the ROI, if you're putting £100

26:06

into an ad and you're making £1000 out

26:08

of it, what happens if you put £200 in? You're going to make £2000,

26:12

SEO, ads.

26:13

So I'm really sorry. I've clearly set them off. So clearly

26:15

we need another podcast on this well. We're

26:17

two out of five. We're two, we're two

26:20

out five. If you agree, maybe

26:22

like the podcast or something. If you want a traffic

26:24

thing. Three, rattle through.

26:27

Social media, there's so many people on it

26:29

and we can target who they are.

26:30

Perfect attention know where they are.

26:32

Exactly, social media, get the right content out

26:34

to them. Um, again, it might be the blogs

26:36

that might be bringing them in, uh, education.

26:38

I think we've done a few podcasts on that. Uh,

26:41

but get the content out onto them on social media. Um,

26:44

in a similar way that obviously you could use that with ads with

26:46

social media, use groups. Right,

26:49

LinkedIn groups, Facebook groups, there

26:51

will be your target audience sat there all

26:53

chatting away. Be that helpful

26:55

person within there.

26:57

Yeah, yeah. And then they already feel good

26:59

when they come into it because they're finding that tribe we spoke

27:01

about earlier.

27:01

Exactly, that, uh, is that four. Oh,

27:04

you want one more? Uh, link

27:06

building. People will be out there

27:09

already, hopefully, if you've got a business, you're

27:11

solving a problem. Right? Um,

27:13

Hopefully. Yeah. Um, people

27:16

will be asking about solutions. How

27:18

do I do this? How can I get

27:20

this done? What is the best product? Do

27:23

that search yourself, see what comes up, and if people

27:26

are asking it in public domains, or forums,

27:28

or places like that, go in being that

27:30

helpful resource and saying, do you know we

27:32

do this? Um, we've

27:34

just had this done, let me know what you think. The

27:36

best thing about that is you're not only helping that one person who's

27:38

asked the question. If you've done that search

27:40

and found it, other people are going to

27:42

do that search and find well, and you're going to be out there

27:44

and that's going to be good. That ties back into the

27:46

SEO.

27:47

I was going to say, that SEO familiarisation,

27:50

keywords, all of that ties in nicely

27:52

to that point, so I think wraps that up nicely.

27:54

Yep. I think that's my five. And took

27:56

me less than half an hour.

27:57

I know, I'm quite impressed, as in those

27:59

five not the whole podcast.

28:01

podcast. Right, I think, Jamie, I

28:03

will let you pack your bags, get your suitcase

28:05

packed so you can go on another trip for about five days

28:07

and I'll see if I can get you on the phone to do another

28:09

one. Uh, the whole

28:12

idea is we want to keep this going, but we

28:14

want to give you more kind of insightful information.

28:16

Some actionable, points that you can

28:18

use within your website. Um, so

28:20

if you are struggling with anything to do with

28:23

your business that you just want Jamie

28:25

and I to bash out and

28:27

hopefully come up with some answers for you, then

28:29

just drop it in the comments or drop it onto our website.

28:32

We want to know how

28:34

you're feeling about your business. We want to know how

28:36

we can help, okay. And if we're generally helping

28:38

you, we can help more people, that's the whole point in this podcast

28:40

we want to help as many people as possible. So

28:43

make sure you subscribe for more tips,

28:45

more insights on growing your business. Uh, again,

28:48

thanks for tuning in and until next time, happy

28:50

marketing. And remember, you can always

28:52

drop any comments directly to us

28:54

on our email podcast at hellomethod.co.uk