Google Analytics and other tools can tell you a lot about what viewers do once they reach your Box’s website, including which pages they click, the flow from one page to another, conversions, etc. But what do buyers actually want from your website?
What pieces of information are most important to potential customers when they visit a CrossFit Gym’s website? And what content is lacking on our websites that will cause potential customers to leave our websites without enquiring?
In 2015, a B2B Web Usability Report by Huff Industrial Marketing, KoMarketing, & BuyerZone looked into some of these questions. They surveyed thousands of web users and asked: “When you get to a vendor’s website, which section of the site do you look at first?” The users were allowed to tick several elements and here are the results.
86% of people look for services/products – By far the most ticked element was services and products. People need to be able to quickly identify exactly what your service is and how it can help them. This means the highest priority real estate on your website is the area “above the fold” (meaning the first part of your website that users see on a desktop or browser when they land on your homepage) and it must explain your services in jargon-free terms and highlight your key benefits quickly and clearly.
My Advice: Your homepage written copy (particularly the main headline) should clearly express what you do and your core benefit so that people can quickly obtain this information the moment they reach your website. If you don’t have a video of your box which highlights your service with a mashup of some client reviews then get one made. Then put that ‘above the fold’. It must be immediately clear exactly what you’re offering and how it’s better or different compared to everyone else’s. Here are a couple of examples of how you could make that top section look: