The small business that needs a new website, and hasn’t upgraded, is already paying for it.
Your business website is customer's first impression.
In under 5 seconds, your customers are making a decision about your business.
How much money is your website costing you?
Do visitors take one look and decide to move on?
It’s a good question and something we track closely for our clients. This metric is known as the ‘bounce rate’. The lower the bounce rate on your website the better you’re doing connecting with customers.
Tracking this number can provide a ton of insight as to how effective your website is in communicating with your customers. It is in essence, showing you what type of first impression you’re making with your website visitors.
Do you know the bounce rate on your website?
If you don’t, you should. You can start tracking it by adding the Google Analytics code snippet to your website. This code will track your bounce rate as well as a bunch of other important metrics. You’ll discover how many people are visiting your site, what pages they’re viewing, how long they stick around and where they’re coming from.
Remember, a high bounce rate is not the actual problem, it’s only pointing to the problem. Once you know what the bounce rate on your website is, you can take steps to improve the underlying problems.
We’ll start here because this is usually the culprit. A high bounce rate is telling you that your website is not “sticky” enough. The content on your pages is not resonating with the visitors who arrive on your site. You’re not quickly communicating why your offering is better than the competition
The underlying issue could be a list of things … outdated styling, old content, poor copywriting, slow loading or an overall “bad” feeling visitors get. This initial feeling is also known as the first impression and it’s a real thing.
A modern, updated and well-designed website can correct these issues and reassure visitors that your business can solve their problem. Having fresh and relevant content on your website is huge. It’s like letting people know the store is open and the lights are on.
Sometimes, a high bounce rate is simply a matter of people visiting your website for the wrong reasons. Your website may be inadvertently ranking high in search engine results for keywords that have very little to do with your product or service. When people click these links and arrive at your site, they realize pretty quickly that your business it is not what they are looking for.
So they “bounce” – they leave as quickly as they came.
This type of bounce rate can be assessed and corrected with proper site structure, building a clear XML site map and keeping close tabs on Google Analytics and Google Search Console.
Another fix for this is to start focusing in on more long-tail keywords. Shift your content to start ranking and attracting traffic for keywords that are more specific and more focused on your business niche.
Don’t have time for this? We get it. Our website maintenance and SEO plans are a great way to ensure this happens without even having to think about it.
The goal for a website that generates leads and sales is to attract the right people, not the most people.
If you don’t know your bounce rate, it’s difficult to know how much money your website is costing your business.
Example: Consider a dental practice
Most dentist websites are not selling products or services directly online to consumers, so it’s easy to think that a dentist website cannot actually generate sales. However, let’s dig a little deeper.
According to FireGang dental marketing, the average dental patient spends about $800 per year on x-rays, maintenance, fillings, and other various dental work. The average patient stays with a dentist for 10 years. So, the lifetime value of the average dental patient is $8000 – that’s not taking into account the potential value represented by the friends and family they may refer. Let’s just stick with the $8000 for this example.
We’re going to get into some simple math here.
Stick with me, it’ll be worth it 🙂
Imagine that as a local dentist your website receives 1000 visitors each month. That’s a reasonable number to expect. Of those 1000 website visitors, let’s imagine that 75% ‘bounce’ (75% is a poor but pretty typical bounce rate).
This means that 750 potential customers arrive and leave without doing anything on the dental website. No additional page visits, no appointments booked, no lead capture, nothing. That is a lot of potential value leaving your website every month.
Now, imagine that same dental website with an optimized lead capture funnel, beautiful and effective design, as well as targeted copywriting with strong and clear calls to action. With these updates, the bounce rate could easily drop to 50% or lower.
In that case, we have 250 more people who are sticking around to hear how you can help them. 250 more people who land on your website and have a ‘good’ feeling about your business. 250 people who have a great first impression of you and your small business.
250 More Leads
You can start to see the incredible value a well-designed website strategy can have for a small business.
Let’s go one step further. Imagine that just 10% of those 250 people take some sort of action on the website. Maybe it’s filling out a form or requesting more information or subscribing to a newsletter. That’s 25 new leads each month. 25 warm leads with a good possibility of turning into a real paying customer.
Okay, here is where it gets really exciting...
Imagine that of those 25 leads, only 10% become actual paying customers. That’s 2.5 new customers generated from your new and improved website every month or 30 per year.
Monthly, the math on that is: 2.5 x $800 = $2000. $2000 generated from your optimized website every month. Over the course of one year, that dentist website is generating $24,000 in services from new clients.
Lifetime Value = $240,000
If we calculate the lifetime value of those patients, the total income generated climbs to $240,000! ($24,000 x 10 years).
To wrap it up, in this example, the dental website that has been updated, optimized and designed to capture leads generates an additional $240,000 per year for the dentist. That’s a big deal.
You can see, this example makes it clear to see how investing in a smart small business website can have huge returns for your business. Your website should be the hardest working part of your marketing team.