Your website’s your most important asset…

Get it right and you’ll have a mechanism to deliver a consistent flow of leads 24/7…

But, get it wrong,

…and you’re going to find it hard to get a positive return on your marketing efforts.

When it comes to small business owners – This is something I constantly see the ‘horse put before the cart’…

OK, let me explain,

The #1 question I get when I meet a new client is – “how can I get my website to produce more leads

Now, this is a smart question and one all business owners should ask!


It’s a question you need to ask before you put time, money and effort into building a new website…

…The BIG PROBLEM is – most small business owners don’t ask this question, until after they’ve spent thousands of dollars on a “new website”!!!

So, you could imagine when I’m asked this question, and I reply – “we’ll have to pull your website apart and start again”. I get a very dejected look from my clients.

See, most “Website Developers” have no idea about website conversion or, to be frank – don’t care.

They justify their fees on how creative their work is – with no concern for form or function.

But, having a beautiful website – that doesn’t convert your site visitors into leads…

…is like buying new Porsche with all the bells and whistles – only to pop the hood to find there’s no engine…

Meaning – it’s useless!

And, regardless of how cheap it was – It was a waste of money.

So, how do you avoid making this mistake, with your new website?

– By doing research before you talk to a web developer. And, I don’t mean browsing websites to see what you like or don’t like…

Because your opinion is irrelevant!!!

A bit harsh, I know –But, none the less true.

I mean doing research to discover what YOUR MARKET likes…

Let me break it down for you…

The only opinion that matters is the opinion of your customer.

If they like your site they’ll buy. If they don’t they won’t…

It’s that simple!

So when I say your opinion is irrelevant –I mean in comparison to your customer’s opinion.

OK, so the million dollar question…

How can you build a website your customers like?

The answer – by following these steps…

Here are the steps for doing market research for your new website >>

First, grab a pad and pen…

This way you can write notes without having to jump from one browser to the other…


This process can take time and often I’ll do it across two or three sessions…

With that said, let’s jump in…

You’re going to use Google for your research. Why? Because Google’s strongest ranking factor is user experience (UX).

The long and the short of it is – Google wants to create a great experience for its users…

So, if your site’s not engaging – it won’t rank high in Googles search results.

This means you can assume any site ranking in the top 4 has a good UX and by extension a decent conversion rate.

What does Google look at when gauging a website UX?

Google looks at metrics such as…

…average time spent on site, pages viewed, and interaction with forms, buttons and video etc.

OK, now you understand what we’re looking for – let’s get started…


STEP 1) Find keywords

Regardless if you intend to do SEO or PPC in the future. Understanding keywords relevant to your niche is important.

This way, you’ll know which competitors your website is going to compete with (rank against).

You can use free tools such as the Google Ad Words keyword planner or

Find 10-20 keywords relevant to your business or niche. look for words with average monthly searches of over 1000.

Once you’ve got your list of keywords…


STEP 2) Google Search them

Say, you’re targeting the personal trainer niche – some of your keywords might…

1) “personal trainer Brisbane”

2) “personal trainer Sydney”

3) “Personal trainer near me”

4) “Personal trainer Perth”

5) “Personal trainer for men”

For each search only focus on the top 4 ranked websites.



STEP 3) Take notes

Take notes on each website…

Here are some of the things you’ll want to look for –

1) What are their primary colours?

I list their 3 primary colours used ie green, blue, grey. Most industries have consistent colour schemes.

2) What’s their primary message?

Look at their heading and subheading – what is their core message. Can you spot any obvious keywords?

3) What is their offer (click bait)?

Most websites will have some kind of ‘click bait’ – an offer they are using to try and lure you into engaging further. What’s their offer ie free consultation, discount price, free download etc

4) What is their call to action?

How’re they directing their visitors? What’s their call to action? ie a contact us link, a call now button, an opt-in form etc

5) What images do they use?

Are they using action images, images of people, images of the product etc

6) What social media do they use?

Which social platforms are on the page?

7) What is the about us page like?

The about us page is the most visited page on a site. Take notes on their about page i.e. is it a personal story, is it a professional piece, is it long or short etc.

8) What is their mobile site like?

Jump on your mobile and give the mobile version a look and take notes on its format. It may also be a good idea to take a screen shot for future reference.


STEP 4) Rate each site on their navigation, clarity and call to action.

Give each site a rating out of 5 for the following (total out of 15)

– NAVIGATION: how easy was the website to navigate your way around?

– CLARITY: Did the website convey their benefit to the customer?

– CALL TO ACTION: Did the website make it clear what to do next?

Any website with a rating of 11 or higher short list and they go through to the next round…


STEP 5) The Shortlist

Once I have my short list…I go back and repeat steps 3 and 4 again…

This time I only keep websites that have a revised rating of 13 or higher.



…by this stage you’ll start seeing obvious similarities between the shortlisted websites.

These are features and functions you’ll incorporate in your new website…

See, Your first goal it to match your competitor’s websites for form and function…



Improve on their websites by building in greater value for your visitors. This’ll give your site the competitive advantage…

And, in combination with…

Your Buyer Persona and your USP you’ll now have the tools that’ll help you create a high converting website.



There’s an old saying “prevention is better than a cure”. By following these steps to do research before you build your new website. You’ll save time and money, not to mention stress. What are some of your tactics you use for website research?



Marcus Jovanovich
Marcus Jovanovich

Marcus Jovanovich is a Marketing Coach and expert when it comes to online conversion and lead generation. Having run several successful traditional ‘bricks & mortar’ and e-Commerce businesses over the past 15 years, Marcus is now a sought after marketing coach and mentor for those wanting to grow their businesses by focus targeting all aspects of business marketing.

    2 replies to "Market Research"

    • Jacqueline Dwyer

      Hi Marcus,

      Your advice and clear expertise is easily understood for marketing amateurs like myself. Great post!

      Thank you,

      • Marcus Jovanovich

        Thanks, Jacqueline.
        Yeah is such an important part of your overall online strategy.
        …yet so many small business owners still get it wrong.

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