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Is Your Website Costing You Sales?

Is Your Website Costing You Sales?

Every website, in one way or another, is a recruiting website: You could be recruiting for job seekers, or consumers and shoppers, or for those seeking knowledge and information.

Organizations pour immense resources of time, effort, and money into their websites, because this is a digital world where the internet is now the main highway for every imaginable activity. But just like a physical highway, consumers choose stops along the way based on their first impressions, and if a website doesn’t impress them quickly, or repels them right away, they move on quickly.

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You need to ask yourself, “How appealing is my website?” Then study the analytics to find out how much traffic your website generates and what the bounce rate is. Otherwise it’s likely that you’ll under-leverage and undervalue your website traffic.

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    Sarah Yanning, an independent web consultant, says, “The appearance of your website is crucial in driving traffic to it. It doesn’t have to be an amazing bells and whistles type of thing, but it should look like it was designed by experts, have easy-to-grasp information clearly displayed, and a coherent call-to-action button that engages the viewer immediately. Then with the use of Google analytics and other tools you can evaluate the traffic flow and abandons to start tweaking for maximum effect.”

    Learn From Your Competition

    Yanning continues: “One of the biggest mistakes a company can make is to ignore or denigrate their competition’s website efforts. It’s the equivalent of cutting off your nose to spite your face. When you study a competitor’s site you get the benefit of all their research and work without having to spend a dime yourself. You see things that are clearly not working, so you can avoid them yourself. But more importantly, you’ll pick up bits and pieces of their strategy and process that would make a great contribution to your website — and these you adapt to your own needs without any costly R&D.”

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    Don’t Confuse Your Viewer

    According to Jon Fenwick, creative director at Website Solutions Inc., “We often work with businesses that are so anxious to get their complete sales pitch across on one screen that they wind up defeating their own purpose by creating a crazy quilt of chaotic and confusing graphics that explain everything but tell nothing. And then they come to us wondering why their website’s abandon rate is so high! I try to teach each and every client that a simple and elegant landing page will draw in the viewer and encourage him or her to click to the next level, where the real call to action and/or marketing can begin.”

      Keep It Fresh and Original

      Flowers don’t stay fresh in a bowl of water forever. They turn brown and wilt, becoming unattractive. The same holds true for your website content. Don’t be satisfied to leave your content the same for months at a time — otherwise it too will turn brown and wilt, at least to your viewers who’ve grown tired of seeing the same old thing for such a long time.

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      Instead, keep your copy fresh and updated; be especially aware of any time-sensitive material you’ve included on your website. Nothing says “We don’t care” like a website with expired offers on it. You also need to make sure that your website is up-to-date with any industry certifications or compliance guidelines. For instance, when you prevent PCI compliance issues you can assure your customers that your website is safe and secure because you have kept up with industry safety changes.

      Customers who are confused or are met with stale content or security issues are not likely to return to your website. If your competitors are getting certifications or displaying safety certificates or using a virtual shopping care that is better than yours, it’s time to take notice and get your website back in the game.

      Featured photo credit: shutterstock via shutterstock.com

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      Published on March 20, 2019

      How to Write a Powerful Mission Statement for Your Business

      How to Write a Powerful Mission Statement for Your Business

      Have you ever felt lost in the minutia of your job?

      As a business owner, I can relate to getting bogged down in the day to day operations of my business. Things like inventory, payroll, scheduling, purchasing and employee management take up the bulk of my day.

      While these things are important and need to get done, focusing too much on the details can make you lose sight of the big picture. This is why having a good mission statement comes in handy.

      What is a Mission Statement?

      Put simply, a mission statement is an internal document that provides a clear purpose for the organization. It provides a common reference point for everyone in the organization to start from.

      In other words, after reading your company’s mission statement, managers and employees should be able to answer the question “What are company’s main objectives?” For example, Southwest Airlines mission statement reads:[1]

      “Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit. We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth.”

      In this single statement, Southwest conveys the company’s goals of providing the highest level of customer service as well as providing a good working environment for their employees.

      Mission Statement VS. Vision Statement

      While the mission and vision statements are related, there are subtle but distinct differences the you should be aware of.

      First of all, a mission statement is designed primarily as an internal company document. It provides clarity and direction for managers and employees.

      While there’s nothing wrong with sharing your company’s mission statement with the outside world, its intended audience is within the company.

      While a mission statement provides a general framework for the organization, the vision statement is usually a more inspirational statement designed to motivate employees and inspire customers. Going back to Southwest Airlines, their vision statement reads:[2]

      “To become the world’s most loved, most flown, and most profitable airline.”

      This statement inspires good feeling from the customer while motivating the employees to achieve that vision.

      What Does a Good Mission Statement Look Like?

      When coming up with a mission statement, it’s important to take your time and do it right. Too often, people (especially entrepreneurs) just write down the first thing that comes to mind and they end up with worthless or (worse yet) a generic mission statement that is utterly useless.

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      Remember, a mission statement should provide a common framework for everyone in your organization.

      When writing a mission statement, you should always try to incorporate the following;

      • What we do?
      • How we do it?
      • Whom do we do it for?
      • What value are we bringing?

      Now, you can see how tempting it is to just come up with something generic that ticks off those four boxes. Something like “We provide the best widgets available online for the consumer.”

      After all, that did check off all the boxes:

      What we do? Provide widgets.

      How we do it? Online.

      Who do we do it for? The consumer.

      What value we bring? The best widgets.

      The problem with this mission statement is that it could apply to any number of companies producing the same widget. There is nothing to distinguish your company or its widgets from any of your competitors widgets.

      Compare that mission statement to this one:

      “We provide the highest quality widgets directly to the consumer at an affordable price backed up with a 100% satisfaction guarantee. If our clients aren’t 100% satisfied, we’ll make it right.”

      What’s the difference?

      Both mission statements answer all the same questions of what, how, whom and value. But in the second statement, they are differentiating their company from all other competitors by answering the question “what makes us unique”.

      Another way to read that is, “Why you should buy from us.” In this example, it’s because our widgets are of the highest quality and we stand behind them 100%.

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      You might have noticed the statement didn’t say that we sell widgets at the lowest possible price. That’s because we are emphasizing quality and satisfaction over price.

      A different company’s mission statement may emphasize selling widgets at the lowest possible price with little to no mention of a guarantee.

      Hallmarks of a Good Mission Statement

      1. Keep It Brief

      Your mission statement should be no longer than three sentences. This is not your company’s magnum opus.

      You should be able to distill the what, how, who and why questions into a succinct message.

      2. Have a Purpose

      A company’s missions statement should include the reason it even exists.

      Make clear exactly what the company does with statements like “We strive to provide our customers with …….”

      3. Include a “How”

      Take this as an opportunity to differentiate your company from its competitors.

      How do you provide a product or service that’s different or better than how your competitor provides it?

      4. Talk About the Value You Bring to the Table

      This is where you can really set yourself apart from the competition. This is the “why” customers should buy from you.

      Do you offer the lowest prices? Fastest delivery? Exceptional customer service? Whatever it is that sets you apart and gives your particular products, services or company an advantage talk about it in the mission statement.

      5. Make Sure It’s Plausible

      It’s okay to shoot for the stars just to settle for the moon, but not in a mission statement.

      Being overly ambitious will only set you and your employees up for failure, hurt morale and make you lose credibility. You will also scare away potential investors if they think that you are not being realistic in your mission statement.

      6. Make It Unique and Distinctive

      Imagine if someone who knew nothing about your business walked in and saw how it was operating, then they read your mission statement. Would they be able to recognize that mission statement was attached to that business? If not re-work it.

      7. Think Long Term

      A mission statement should be narrow enough so that it provides a common framework for the existing business, but open enough to allow for longer term goals. It should be able to grow as the business grows.

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      8. Get Feedback

      This is very important, especially from managers and employees.

      Getting their input can clarify how they currently see the company and their role within the organization. It’s also a good way to get people “on-board,” as studies show that people are more likely to go along with an idea if they feel included in the decision making process beforehand.

      9. Review Often and Revise as Necessary

      You should review the missions statement often for two reasons.

      First, as a reminder of what the essence of the company is. It’s easy to forget when you are in the day to day grind of the business.

      And two, to make sure that the mission statement is still relevant. Things change, and not everything can be anticipated at the time a mission statement was written.

      For example, if a mission statement was written before the advent of the internet, a company that use to sell things door to door now probably has a website that people order from. You should always update the mission statement to reflect these changes.

      The Value of Mission Statements: Why Go Through All of These in the First Place?

      It may seem like a lot of work just for a few sentences that describe a company, but the value of a well written mission statement should not be discounted.

      First of all, if you are an entrepreneur, crystallizing the what, how, whom and value questions will keep you focused on the core business and its values.

      If you are a manager or other employee, knowing the company’s basic tenants will help inform your interactions with both customers and colleagues alike.

      Strategic Planning

      A relevant mission statement acts as a framework for strategic planning. It provides guidance and parameters for making strategic decisions for the future of the company.

      Measuring Performance

      By having the company’s mission in a concrete form, it also allows for an objective measurement of how well the organization is meeting its stated goals at any one time.

      Management can identify strengths and weaknesses in the organization based on the criteria set forth in the mission statement and make decisions accordingly.

      Solidifying the Company’s Goals and Values for Employees

      Part of a well run organization is nurturing happy and productive employees.

      As humans, we all have an innate need for both purpose and to be part of something larger than ourselves. Providing employees with a clearly defined mission statement helps to define their role in the larger organization. Thus, fulfilling both of these needs.

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      Now I’m not saying that a mission statement can overcome low pay and poor working conditions, but with everything else being equal, it can contribute to a happier and more productive workforce.

      To Hold Management Accountable

      By creating a mission statement, a company is publicly stating its highest values and goals for the world to see. By doing so, you are inviting both the public and your employees to to scrutinize how well the company lives up to its ideals.

      So if you state that you only provide the highest quality products, and then offer something less, it’s fair for both the public and the employees to question, and even call for a change in management.

      If management doesn’t take the mission statement seriously, no one else will either; and the legitimate authority that management rely’s on will be diminished.

      To Serve as an Example

      This is the opposite side of the coin from the previous statement. If the highest levels of management are seen taking the mission statement seriously and actively managing within the framework of the statement, that attitude filters down throughout the organization.

      After all, a good employee knows what’s important to their boss and will take the steps necessary to curry favor with them.

      Finally, use the company’s mission statement as a way to define roles within the company. You can do this by giving each division in the company a copy of the mission statement and challenge the head of each division to create a mission statement for their respective departments.

      Their individual mission statements should focus on how each department fits in and ultimately contributes to the success of the company’s overall mission statement. This serves as both a clarifying and a team building exercise for all parts of the organization.

      Final Thoughts

      Developing a mission statement is too often just an after-thought, especially for entrepreneurs. We tend to prioritize things that we perceive will give us the biggest “bang for our buck.”

      Somehow, taking the time and effort to sit down and think seriously about the what, whom, how and value of our business seems like a waste of time. After all, we got in the business to make money and become successful, isn’t that all we need to know?

      That mindset will probably get you started okay, but if you find yourself having any success at all, you’ll find that there really is such a thing as growing pains.

      By putting in the time and effort to create a mission statement, you are laying the groundwork that will give you a path to follow in your growth. And isn’t building long term success what we are really after?

      More Resources About Achieving Business Success

      Featured photo credit: Fab Lentz via unsplash.com

      Reference

      [1] Southwest Airlines: About Page
      [2] Fit Small Business: 10 Vision Statement Examples To Spark Your Imagination

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