‘Tis the season for online shopping. During the holidays, I avoid physical stores like the plague. Generally, I stick to trusted sites like Target and Amazon, but sometimes I’m looking for a really specific item and my search takes me to the website of a small business.
On countless occasions, I’ve run into websites that look like my 2006 Myspace page. If you weren’t a Myspace user back in the early 2000s, you missed out on an overload of moving graphics, neon-colored fonts on black backgrounds and auto-play music. Would I give my trust and credit card information to a website like that? Absolutely not. It might as well advertise free identity theft with each purchase.
Business websites that look professional and secure increase the likelihood of earning my business. Why? Because my first impression of the site would have been positive.
It takes the average consumer two-tenths of a second to form an opinion of a website once they reach it. According to the NBA’s rules, two-tenths of a second is so short that it isn’t possible to catch and shoot a basketball in that amount of time during a game. So, what can you do to make sure your funeral home website makes a good first impression? Here are three easy changes you can make to your website to help earn the trust of potential client families.
1. Make Your Call-to-Action Clearly Visible
When a prospective client family visits your funeral home website, you want them to complete some sort of action that turns them into a customer or a lead. That action could be calling your firm or filling out a “contact us” form. Unfortunately, if a website visitor doesn’t see an obvious indication of what they need to do next, they’ll leave – often without doing anything at all. Check your homepage and make sure that it’s very clear what a users’s next step should be after finding you.
2. Check Your Links
Broken links aren’t only bad for customer experience, they’re also bad for search engine optimization. If a prospective client family is looking for information on your celebration of life services, but the link to that page doesn’t work, they might move on to another firm’s website that has the information they need. You may end up losing that client and possibly others looking for funeral services online. Google suggests regularly checking your website for broken links. “Regularly” can mean different things to different people, but it’s probably a good idea to check for broken links at least once a quarter.
3. Avoid Auto-Play Material
“Auto-play material” means media on your site that starts an action on its own. This could be moving graphics, music or videos. Aside from the typical photo slideshow that’s popular on homepages, funeral home websites should avoid auto-play music, videos and graphics. If you notice any of that material on your website, connect with your web developer to have it removed or the auto-play turned off.
First impressions are important, and your website could be one of the first places that prospective client families learn about your firm. Making these simple website changes could help your funeral home business find additional success.