Do you want to grow your business? Is your business currently stuck? Or are you just starting out? To get visible online and grow your business fast, you need both websites and funnels for your online business presence.
We all know how important having a website is for any business if you want an online presence. If your business doesn’t have a website it is unlikely it will get found online.
But, what about marketing funnels? They are just as important for all businesses who want to generate more leads, create more sales and automate their marketing.
What ‘s the difference between a website and a funnel?
What Is a Website?
A website is a piece of digital property on the internet. They have their own domain name and URL. This is the address of a web page on the World Wide Web.
Websites usually consist of different web pages. The most common pages found on a site are a homepage, about page, contact page, services page and/or shop. Depending on the business and industry, some websites contain a lot of content with many pages.
They are created for all types of reasons, whether it’s business-related – services or products, personal, blogging or article writing, the list goes on.
A good website will consist of easy navigation and be very user-friendly while also being appealing to the eye. With various other elements needed to create a great site.
What Is a Funnel?
A Funnel, which is commonly known as sales funnel or marketing funnel, is made up of series of web pages, emails and traffic. Marketing Funnels are used to guide a potential prospect through the buying experience.
A marketing or sales funnel takes a potential customer or client through the process of discovering your business to purchasing your products or services. It’s a step-by-step path visitors are lead through to get to your products or services. This system is highly automated which is tracked throughout their journey. I go into more detail here…
What’s The Biggest Difference?
If you want more conversions for your business, then only having a website won’t be enough. Even when a website is optimised for the best conversion outcome, they unlikely to have the same conversion rate as a funnel.
Why? As explained before, a website needs good navigation which takes the visitor to many different options. In fact, the menu itself usually has at least four or five links. So that’s at least four or five options to choose from.
And don’t forget all the call to actions on a website (which, of course, a website needs). A good website will have at least two or more call to actions on each page to try to encourage the visitor to take the next step. Although multiple call-to-actions are recommended on a website, THIS CAN LEAD TO MORE CONFUSION…
“A Confused Mind Will Always Say NO…”
A funnel, on the other hand, gives the prospective customer or client one option to choose from at a time. The potential customer is guided through the buying process that you set up.
There is only one link, there is no confusing navigation or options to choose from. The link will give them one option, – this could be to sign up to something or purchase something. Whatever the page is designed for, a product, a sign-up, opt-in or registration.
Once the customer clicks on that one option, they will be then directed to purchase an up-sell, down-sell, core offer, one-time-offer and so on.
What Happens If They Don’t Purchase
Not all prospects in the funnel will continue through and purchase the products. In fact, only a small percentage will continue on to buy everything in the funnel.
If they decide not to purchase after signing up to the first opt-in and supplying their email details in exchange for the free offer (this is usually the first page of a funnel), you then send out welcome and/or nurture emails.
Once you have them on your email list, you will put them on your first email sequence. This is usually a series of emails, welcoming and nurturing the subscriber. People love to be given value when they are interested in your service or product. But, until they get to know, like and trust you, they are less likely to purchase from you.
This is where the nurturing emails come in. Introduce yourself and tell them what you do. Send them value, blog posts, case studies, tips, anything this is relatable.
Once they get to know, like and trust you, they are more likely to purchase your services and products. And also, keep buying from you in the future.
How Do Funnels Convert Better Than Websites?
If you had trouble following my explanation, or even if you want to know more, this video and webinar will give you a better explanation. Death of a Website by Clickfunnels
5 Reasons Why You Need A Website
Did you watch the linked video and/or webinar by Russel Brunson, owner of Click Funnels?
Russel is a firm believer that the website is no longer needed and funnels have taken over websites.
As much as I believe in funnels and how powerful they are for any business, I also believe that a website still has its place as an essential online asset for businesses.
1. What’s a Business Without A Website?
After all, what’s a business without a website? Technology is only getting more advanced every year. There are more and more people using the internet for business, searching for information and products and much more.
2. Having a searchable online presence
If your business doesn’t have an online presence, it will have a much less chance of scalable growth. Other than social media, a website is usually the first thing people search for online.
3. People Expect It
All the millions of people searching everyday online will expect to find what they are looking for on a website. I know it’s the first thing I do when I’m researching for anything. Whether it’s troubleshooting for a client, learn new skills, finding information or shopping.
What if they hear about your business from a friend or see it on social media and want to find out more? They will either type your business name into Google or look for a direct website link on your social media.
If they can’t find you online, chances are they will go to another business and buy their product or service.
4. Every Business Needs A Home Base
Your business needs a home base online. For all the reasons above, you need a place where people can go online to:
- check out your products or services
- read your articles
- find your contact details
- find out about your business and what you do
- read product reviews
- and much more
Convenience for customers – Your customers want the convenience of getting online with their mobiles wherever they are at any given time. If your business doesn’t have a website, the likelihood of people not even finding out about your business is strong.
Convenience for you – A website is a place you can keep all your product or other images, documents. You can supply value to your visitors by writing informational articles in a blog form. You can keep track of your visitors and conversions through analytics.
5 Reasons Why You Need Funnels
Yes, your business needs a website for all the reasons above and more. But your business also needs at least one funnel. If you want to generate leads and grow your business fast, sales funnels are by far the best marketing system there is.
1. Generate Leads and Grow Your Email List
While your website should definitely have opt-in forms to gain subscribers, having a funnel is one of the best ways to grow your list fast. Instead of having a complete form on your website, have a button that clicks to your squeeze page or opt-in page (the first web page of your funnel).
You can run other traffic to your opt-in page, including ads, social media, blog posts, banners, etc. The list goes on.
2. Grow Your Sales
Customers are more likely to buy through a funnel as there are fewer options to choose from, therefore, less confusion. A confused person will always say no…
A funnel creates a sales experience in a way that they are more likely to buy your products.
Marketing funnels are the best form of marketing your business to get found by people who need your products or service to solve their problems.
This is a big reason. Who doesn’t want to have their marketing automated? Once a funnel is built, besides a little bit of tweaking and keeping it updated, it is working and selling for you on automation 24 hours a day, every day.
4. Keeping Track
You can keep track of your customers journey through the funnel. If you use Click Funnels to build your funnels (it’s the only funnel software I recommend and use), you can see reports and statistics of all your visitors, opt-ins, conversions and so on. This allows you to know how to improve your funnel.
5. Know, Like & Trust
Don’t forget the Know, Like and Trust factor for any business. Customers prefer to buy from someone who they get to know, start to like and inevitably trust enough to purchase from you.
When you nurture your followers who have signed up through a lead magnet/free offer, they learn all about you and your products. They can see that other people are doing the same and are more likely to buy and become a loyal customer.
The Essential Elements Needed
If you’ve read up to here, good on you. It means you are ready to invest in your business with a website and funnels. You should now understand what the differences are and why you need both to scale your business growth and to get visible online.
But what are the essential elements you need for each asset to help with conversions?
Essential Elements You Need For A Good Website
When visitors come to your website, it’s imperative that the site’s navigation is set up so they can find their way around easily. With links to pages and subpages in the menu that make sense. And call-to-action buttons, links in the text copy and another page menu in the footer. If your visitor gets lost on your site, can’t find what they are after or where to go next, say bye-bye.
There should be at least one or more on each page. Especially above the fold (the first part of the part before scrolling). They encourage the visitor to take the next step while on your site. These could consist of linked buttons with ‘buy now’, ‘contact us’, ‘find out more’, ‘see our services’, ‘book now’, etc.
Have call-to-actions to subscribe to your list by offering free resources or newsletter subscription is a great way to build your email list.
Search Engine Optimisation
Everyone wants their website and business to be at the top of Google search. All good websites need to be optimised for SEO to do this. Earning backlinks or off-page SEO is a very good way for Google to see you as an authority in your industry.
Creating really good content, guest blogging, getting known by your followers enough that they are happy to share your links are just a few of the ways to gain backlinks.
SEO on-page is also very important to gaining rank in search engines. Using relevant keywords throughout your site pages and posts are only part of an SEO strategy. The more long-tail keywords you use the better as these keywords won’t have as much competition. These are phrases instead of one or two words.
For instance, if I’m looking for a web designer in Toowoomba for service-based business, typing ‘web designer’ in Google search will bring up about 2,070,000,000 results (yes, I tested it). But if I type in ‘Toowoomba web designer for service-based businesses’, this is what I get – About 1,530,000 results.
You also need to be careful as to creating long-tail-keywords that nobody would likely use. You can use tools to research the best keywords for your industry, including Google Keywords Tool and Keywords Everywhere.
There is so much more you can do to help rank in search engines. For example, internal links, alt tags on images, using Header tags, readability, meta descriptions, SEO titles, even just writing great content that is shareable. Make sure you write your content, especially blog posts, for humans and not for search engines. In other words, write like you are in a conversation.
Don’t do these – Keyword stuffing (trying to overuse the keyword where ever you can), buying backlinks, duplicated content. Google will penalise your website as it can pick up these no-nos.
An XML Sitemap is a listing of all your pages and posts. When submitted to Google Search Engine, it will use their crawlers to find and index all your webpages.
You can find your website Sitemap if you have the Yoast plugin installed on your WordPress website. This is the easiest way to find and submit the Sitemap. If you don’t use Yoast or WordPress, you can search for a Sitemap Generator.
An Opt-in Form or Button to an Opt-in Page
Growing your email list for your business is one of the best marketing plans to have. It is the only type of traffic you own. Your subscribers get to know you better and are more likely to buy from you.
Opt-in or sign up forms should be placed throughout your site. Including, above the fold or in the menu, in the footer, on blog posts and sidebars. A lot of sites also have them as popups or slide-ins. Many people do complain about popups on sites, but it has been proven that they work.
Ideally, these should be buttons linked to your opt-in landing pages to drive more prospects through your funnels.
Visible Appeal & Good Design
I love designing good websites. I hate going to a website that is ugly. Whether you agree or not, good design sells. This includes consistent branding – colours, fonts, style, etc. Enough white space so it doesn’t look crowded or confusing. Also, images that are of high quality and relevant.
The design layout should also be consistent throughout the site. Having completely different layouts on different pages (especially inner pages) that don’t match or are not consistent will cause your visitors to feel lost.
When people come to your site they want to know if the site and your business is:
Immediate Noticeable Purpose
When a visitor comes to your site, they want to know if they are in the right place. They must be able to see exactly what your site is about within seconds of them jumping on. There’s nothing worse than going to a website and not know what purpose it serves, what products it sells. The bounce rate will be high.
Responsive & Accessible
With more people accessing the internet via their mobile devices than on their laptop or PC, it’s imperative to have your site designed so it’s viewable no matter what device they are using.
Loading time is also very important. If a page takes too long to load, people will get sick of waiting and leave without seeing any of the content.
Contact Forms/Information and/or Booking Schedule
You need to be contactable for your website visitors. If they can’t find a way to contact you easily, you will lose prospects quickly. Have the contact page tab at the end to the right in the menu/navigation bar, this is commonly where it is found and that is usually the first place people expect to find it.
If you have a service where you book appointments, have a booking button that leads to a calendar schedule works wonders in creating leads. A live chat or chatbot is also a great form of customer service and can also increase leads.
Relevant And Easy To Read Content
Text copy on your website should be relevant and informative to your visitors. Make clear, easy to understand and full of value. Provide content to that is targeted and specific to your audience It should also be easy to read with short paragraphs and sentences. Bullet points are great as well.
The header, footer and content should all be distinguishable from one another. Not all mashed together.
Having a blog on your website is one of the best forms of content marketing. If you want to establish yourself as an authority in your industry, you should be publishing some form of content regularly and consistently. If you prefer to write over speaking on podcasts or doing video, writing value-packed articles if a must.
It helps attract more traffic and leads to your site as it is one of the best forms of SEO when optimised correctly.
It creates fresh content on your site, continuously, which Google loves. It’s also a great way to engage with your audience. And don’t forget the backlinks it can generate for your site.
Having social media icons that link to your social platforms is a great way to attract more followers. But be careful, if they all over your site or at the top, people can get distracted easily. Which means, they may click away from your site and follow the never-ending social media rabbit hole.
It’s good practice to put them in your footer, under blog posts and maybe in the sidebar of your blog. Also, include social share buttons, especially if you have a blog.
An about page should be used as a sales page, not just about you. Include why they should buy your products or work with you. And outline the benefits for them, not just the features. What’s in it for them.
Other Things To Consider
There are other elements to consider for your website. Including different types of content, e.g. videos, audio and photo gallery.
Customer or clients testimonials and portfolios gives your visitors the social proof they need that your business is legit and professional.
Elements Used In Funnels
It takes more than just a few components to build a good funnel. You have to strategise
and plan it out first. You need great copy and design. Plus the tech side of building it,
including integrations, setup, testing, etc. So, I’ve only included some of what can and
should go into building a funnel
A lead magnet is a free offer that people can download in exchange for an email address. The offer has to be valuable and relevant to your targeted market. Although it’s free, it still has to be amazing. It’s harder to turn traffic into prospects without a free offer.
The free offer needs to be something that people would buy. The point of the lead magnet is to attract people into your funnel and it’s getting harder and harder for people to be willing to give out their email addresses. So they are only likely to subscribe if they think the free thing is worth it.
Once they have opted-in to the free offer, they become your new lead. Even if they don’t go on to purchase your products in the funnel, they can be nurtured until they become a loyal customer.
Entry Offer or Trip Wire
The Entry Offer or Trip Wire as some people call them is usually the next offer in the funnel after the prospect as subscribed and downloaded or ordered the free offer.
It gives the customer an idea of your products but at a low enough cost that they are happy to pull out their credit cards. The entry offer is usually between $7 and $37, depending on the product. They are also designed to solve an immediate problem but doesn’t give too much away that is related to the core offer.
Sales Page/Main Core Offer
A designed full sales page is usually used for your main or core offer. Include bonuses full of value where possible so the perceived value is high to the customer. This can then lead on to more offers, like upsells, one-time-offers, etc. It is essential to have great sales copy & design – good copy & design sells.
The hook is what gets people to click with a really good, scroll-stopping title.
Your story or the story surrounding the offer is the biggest seller. The story you tell can be about what you did to overcome a problem that other people might be encountering and how did you solve it with the product you are selling. Learn more about Hook, Story, Offer here…
These are a series of emails you send out to your subscribers after they have opted-in to your free offer. You use this sequence to earn the know, like and trust factor in your followers by giving value first.
These pages are for webinar funnels. They encourage people to register for your live or evergreen webinar or online workshop.
Order Form & Order Confirmation Pages
No explanation needed. But you can also include an order bump on the order form to grow your sales.
Thank You Page
Thank you pages are designed to say thank you for downloading the free thing, buying your product, registering for your webinar, etc. Make use of this valuable real estate by offering an order bump – up-sell or one-time-offer. Or invite them to follow your social media and joining your group.
Every funnel needs traffic running to the top of it (the first page/offer). Facebook & Instagram ads, Google ads, blog, social media, Pinterest, Youtube, banners, networking, etc.
Conclusion To Websites And Funnels
So by this stage, you realise why you need websites and funnels for your business. You also know what essential elements you need for each to make them work for your business.
A website is an essential online business asset. Giving a place for people to go to find out more about your business and what you do.
A funnel is an essential online business asset which guides potential customers and clients through the buying process. Creating more sales and the Know, Like and Trust Factor, turning leads into loyal customers.
Are you ready to grow your business – Automate, Generate, Create.
Websites Vs Funnels E-Book
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