#3 BUSINESS BREAKDOWNS: A Bad Website Vs. Great Website And Why It Really Matters!

Today’s physical store is your online website.

And just how you’d care for in-store operations such as:

• How clean and accessible the shop floor is

  
  

• Arrangement of items

  
  

• The flow of customers and what direction they normally go when they enter

  
  

• What they see when they first come on

  
  

• Who greets them 

You should take the same principles and apply them to your online store.

And that’s what I’m going to show you in an easy and quick way today.

To make this lesson as powerful as possible, I’m going to show you two chiropractic websites, and reveal what one is doing right, and what the other is lacking…

And why these missing factors definitely harm sales and therefore your growth!

Ok.

Let’s start with the bad one. Are you ready?

Before you scroll down, try and see how many improvements you could make.

1.Not So Great Website:

Page 1 (Hero section)

Bottom of page 1

About us section

Now before we continue, these guys are clearly great at what they do…

But let’s just see why they could be doing even better and why even when you have a great product/service...

You can accidentally be shadowing its potential.

1. One for design: They are a “state of the art” facility in Canterbury, but does this website look anything like that claim?

   
   

   Or does it kind of throw you off, maybe leaves you asking questions internally.

   
   

   We do not want the visitor to come across this mismatch in what you say vs how you look because that immediately creates skepticism and lack of trust. Big no no’s.

2. As soon as I come onto the website and see their hero section (anything I see before I scroll down), there’s nothing that stands out, and calls out my pain or discomfort that I’ll be feeling.

   
   

   The main reason someone goes into a chiropractic website is that they are in pain. Price isn’t top of mind, but quality of service and the speed in which you can take them out of their painful state is. So does anything jump out at you like that here? No, not really.

   
   

   There’s a small section at the bottom but that only really talks about them. Their product, why they’re so great. That’s only good when the visitor has felt heard, understood and now wants to justify choosing you, over the other websites he’s visited in his area.

3. When I scroll to the bottom, a great video is hidden. It talks about why they are different, and has past clients on video speaking about what a wonderful experience they’ve had.

   
   

   I mean if I’m quickly scrolling and looking around, not fully focusing... one I may not notice the video... second, why should I click it? There’s no reason to click it.

   
   

   I know now I’ve watched it (because it’s my job) that it’s a powerful video but if I’m in pain and can’t really focus, this doesn’t have a great chance of being watched.

4. I go onto the about us section. Good information, but come on. This doesn’t look nice to read. It’s just a chunk of words smashed together, this feels like a chore to read.

   
   

   But, maybe I glance at the “12,500 People Can’t Be Wrong” and it stops me! Ok... but where are the testimonials? I saw 2 scattered and hidden in different parts of the website, but this is not a treasure hunt, I shouldn’t have to work to find 2.

   
   

   Let alone believe they have 12,500. Where? (Now they probably do have this figure but I’m a skeptical visitor, where can I see this!) 

5. Where are the CTA’s to schedule calls?!!

   
   

   They aren’t clearly visible and they need to be littered on your website, so at any point of reading I feel like I want to go with them, I can quickly act and not get lost or distracted while trying to find the button.

   
   

   (We must understand visitors may be older and struggle to find these buttons and would much prefer a phone call to an email)

6. Summary: I could go on but this final point should change a lot if you’re noticing the same patterns on this website as with yours.

   
   

   The website shouldn’t be about “Me, me, me, me… ME”. It needs to be about them! The visitor. You can’t change human nature. People are selfish and only care about what someone or something can do for them! So tell them.

   
   

   Lean into this and trust me you are going to get better response and people are going to feel listened to and end up trusting you.

Ok, now let me show you the same sections on this top website, to really highlight the difference.

High-Performing Website

Page 1 (Hero section)

Middle of page 1

Near bottom of page 1

Bottom of page 1

About us section

Before I say what they did well...

I don’t like this about us section for the same reason I didn’t like the old website. Make this more visually appealing.

This feels like a chore to read.

Ok, but what did they do well?

1. One for design. It’s just great. Clean, modern and the pictures relate to what they are talking about. I can clearly understand technical jargon while feeling like they are experts. Trust is through the roof and I feel I’ll be in good hands (pardon the pun)

2. I can clearly see a CTA in orange at the top of my screen and in sections throughout the website. Again, a call in my opinion for this service is better to have for reasons I mentioned before.

3. I can see they are trusted by google, and it doesn’t take me long to scroll and see all the amazing 5 star reviews from their clients. (Remember: visual cues like having 5 golden stars seems small, but so powerful)

4. They have what we call a lead magnet. An ethical “bribe” or gift to entice you to subscribe to their email newsletter.

   
   

   Why do we want them on our newsletter? Simple, we can speak to more targeted and qualified prospects for free, straight to their inbox.

   
   

   This is where real profits are made because you are not constantly spending on advertising to communicate your message, like you would on Facebook or Instagram or Google Ad Words.

5. It’s all about “You, you, you, you… YOU” and satisfies our desire to be spoken to about our problems. Remember this catch phrase in marketing and business. What’s In It For Me? Or WIIFM.

6. Finally... there’s always a little representative in the bottom right of the screen I can speak to if I am confused or need help. Brilliant!

Ok that’s it.

I hope you’ve learned a fair few things and saw that there is probably "low hanging fruit" on your website.

Remember: these are two top businesses in the service they provide. But, one shows it better than the other. And perception in marketing and business is everything. 

If a consumer can’t easily see this, what chance are you really giving yourself?

And if you feel these changes are great or need help with ads or more of the messaging side to your business…

Book a call or drop us a line on the contact form on our website!

All the best!

Max

P.S. As of today, we are taking new bookings so you can hop on a free 30 minute call or email.

And checkout the “Why Choose Us” section on our website.

You might just learn a thing or two about why we’re different…