In today’s digital world your website is the ‘window shop’ to your business and often the first opportunity your potential clients have of seeing your spa or salon, so you need to make a great impression. With many people not being overly tech-savvy, we’ve taken the stress out of how you can ensure you don’t miss out on this opportunity by giving you the tools to design a website that sells.
On average, 85% of your clients and potential clients use the internet to find products and services. This means that the majority of your potential customer base will decide on whether they book an appointment with you based on the look and feel of your website alone.
Thankfully, there are a number of ways to design a website that sells your business to visitors simply through manipulating the design and content.
Outline your goals
Like any part of your business, you need to implement a strategy and a plan to move forward with. Write down what it is that you want a visitor on your website to do once they click through to your homepage. For most, the desired action will be an appointment booking which can be easy to do with your Premier Salon or Premier Spa Appointment Booking and Marketing Software. This will be achieved through a ‘call to action’ (CTA) usually in the form of ‘Book Now’ button.
Your business revolves around the customer journey but that shouldn’t just stop inside your salon; your customer journey should flow online and on your website. Simply put, you need to think about who your customers are, how they will behave on your website, and what you want them to do whilst they are on there.
Understand your client
Knowing who your target audience is will be a massive step in being able to design a website that sells. You really need to work out who they are and what they want. Consider their age, their gender and what devices they may be using to view your website. Use your insights into the clients you already have to form the basis for your target audience; what are there likes and dislikes? What is their lifestyle like? Write everything down.
Monitor your website’s users
With tools such as Google Analytics, there is now no better way of understanding the visitors on your website and collating data from this to help inform you of how they behave. A good example would be the traffic on one of your pages suddenly drops. Why has this happened? It could be that the page isn’t loading as quickly as others or the information clients are looking for just isn’t visible enough. Consider the reasons why you would leave a website as it could be the same reason why this is happening on your own website.
Convert your visitors to customers
While the majority of us want to make the website as aesthetically pleasing as possible, you need to consider that the conversion path far outweighs how your website should look. Your website needs to have a clear and defined path that will channel visitors to your desired action for them. Consider featuring brightly coloured CTA buttons in key places to drive traffic to different parts of your website.
Ideally it should take no more than ‘three clicks’ for your visitors to reach your CTA. So for example, if you want your clients to book an appointment on your website the first click would be landing on your homepage, the second click would be through your services/treatments button in the navigation menu at the top of the homepage, and the third click would be on the booking form. There is nothing stopping you however from having your booking form on the homepage.
Use slider banners
When trying to keep your website looking easy-on-the-eye but still maintaining a simple conversion path, it may become overcrowded when you realise you want to start promoting different messages. This is where slider banners come in. These are a rotating banner that is usually positioned at the top of a homepage that will automatically rotate to show your visitors your chosen communications. Look to have no more than 3 different messages in your slider as your visitors will get disinterested sitting through them all.
Once you have implemented all of these things to your website, you might think that you can now leave your website alone. However, it is worth revisiting your website regularly to make sure it continues to meet the needs of your clients and potential clients. Do you have any tips for designing a website that sells? Leave a comment below!