Hi
@Mystro
You may have a 60% bounce rate for a number of reasons. These could be technical or marketing related.
Firstly, I would look to see if the bounce rate is highest on mobile or desktop. Both should be addressed but you may alienate people on a mobile (when they are researching) before they even get to the point of picking up the phone.
Your analytics can give you a breakdown on time on the site, bounce rate, no. of pages viewed, actual pages that have been viewed and exit pages. This will tell you what is really going on.
You should also
sign up for Hotjar for a 14 day trial. Hotjar records user sessions so you can actually see how people interact with your website and how far down the page they actually navigate.
OK, my thoughts:
I think your messaging is far too weak from the start. You have 2-3 seconds to capture someone's attention and breed confidence with your elevator pitch. If you don't stand out and WOW them in that time, they will leave.
As a buyer, you're not selling me your credibility or addressing my pain enough. I'm also not sure if you are selling to businesses or residential customers?
You can sell to both but it's difficult to use the same messaging for both audiences. You really need to break them out.
- Expert SSAIB-regulated Security Specialists - Kind of ok, but I have no idea what SSAIB is.
- Approved by insurers and trusted by businesses and homes throughout the UK - It's ok but kinda wishy-washy.
- The latest technology in security systems - That's a foregone conclusion. I would expect this as standard. Not selling it to me.
- CCTV Leasing and maintenance for peace of mind - This statement is hardly delivering the wow factor is it?
I'll be honest, your content is weak and waffly. It's not punchy and doesn't exude confidence. Your images are also uninspiring. They look like stock shots.
I would have a bet that this is the main reason because I can't see anything obviously wrong with your site.
You need to think about your buyer (who probably knows absolutely nothing about security systems). You say you do lots of stuff, but they don't really care what you sell. They care about the problem you are solving for them.
You need to know:
- What makes them tick?
- What is their key driver for buying?
- What are the bad experiences they've had or heard about?
- What are the risks if they make a bad choice?
- What do they need to protect?
- What boxes do they need to tick to commit to a phone call or lead?
- If they are just browsing, what do they want as a takeaway?
For example, CCTV. I can get a CCTV system anywhere. I have no idea what is the best system or what isn't. As a buyer (probably the facilities manager of an office) I am not going to research the market to find the best brand.
I am going to research the market to find the
BEST COMPANY who will give me the
BEST SERVICE and
SUPPORT for my business needs. The tech is secondary.
So, you need to tailor the messages towards my pains, the boxes I need to tick and to make me trust you.
So, that would probably be:
- 25 years of business security expertise - This shows you know what you're doing
- 10-year warranty on all alarms - This show their investment is safe
- 24/7 technical support team - This tells them you will hold their hand when they need it
- Family run business (if you are) - It tells them your reputation is at stake
- Highest rated burglar alarms in the UK - It tells them you only sell quality
- Insurance-approved - This validates that you are the company they should be talking to
- Over 5,000 happy customers - Are these business and residential?
You do mention some of this but it's all hidden away down the bottom. You have a huge header to use!
I'd stick the brands you've served in the header as well as 14 years expertise and the 1000+ alarms installed.
This should also be seen as soon as people land on your site. They already know you sell CCTV and alarms because they searched for you and click on your organic listing or paid ad.
Think of it like booking a restaurant. You would probably search for a Thai Restaurant and then check out the reviews before you take a detailed look at the menu.
The key part is to make sure you are the site that they choose to spend time on. Deliver confidence and they will do that.
Another point I'd make is that you look like 'a company'. People buy into people so I'd make a point of featuring yourself or your team on the homepage.
Customers want to be able to trust a company from the moment they are introduced to them. By adding a personal touch it shows you're will to put your face in the shop window.
(I do this on my own site. No, they probably don't want to see my ugly mug BUT it helps them see who I am, see I am not a cheesy salesman who is going to hassle them and it starts a relationship immediately. I also use a direct tone of voice and language that I speak in so they already know what they will get when they talk to me.)
In short, you need to stand out from your competitors and boring 'the corporate' facade. We live in a busy world and we need to be different. A '
Purple Cow in a field of Holsteins' as Seth Godin says.
Finally, 95 people in every 100 will leave without enquiring or buying anything. That means you've lost the opportunity to keep the conversation going.
So, you should be encouraging people to give you an email address so you can build a relationship with them. I don't mean an enquiry either because some people may not be ready to buy for 6 months but are researching.
My advice would be to create something of value that they can get for FREE and they will give you an email address in return.
For example:
- The Ultimate guide to office Premises Security
- 50 Ways to protect you home from burglars
- 10 Ways thieves break into your business
- 20 Anti-theft products for your home
In short, don't try to sell. Just be useful, add value, be transparent and trustworthy.
I hope all that makes sense and helps?
Matt
