Attract & Convert Website Visitors into Customers
As most businesses soon learn, web traffic does not necessarily correlate with sales, yet many newer entrepreneurs often spend a disproportionate amount of time and resources focusing primarily on just that—getting views—without a conversion strategy. For a successful interaction, visitors must convert to leads and they should, ultimately, become customers.
So, how can a website maximize conversion rates? Easier than you may think… Read on…
Set the Groundwork
First, contemplate your site as if it were a real physical business. Is the storefront (home page) clear as to what type of product or service you’re selling, or need you’re addressing? Is your site easy to navigate, to help advise and direct visitors quickly to the solution they are seeking, as a salesperson on the floor might? And the icing on the cake: Does it build a relationship?
For instance, say your business sells health and beauty products. A person enters keywords into a search engine seeking treatment for dandruff. They will be presented with a myriad of matches, but mostly of products, which will likely overwhelm them. A way to gain an edge is to offer an article or blog entry addressing their concern—which also happens to sell a solution to their problem. An SEO-driven article will stand out and attract the person to your website (since all customers seek information in the early stages and a product in the later stages), and they can then be prompted to a related product or service that you are selling, or be given the opportunity to join your mailing list for future advice and information, and to a selection of your services or products. You’ve built a relationship—you’re not just an aisle of products anymore.
Be a Content King
Now that the groundwork is conceptualized, you can move on to the next step, which is brainstorming content ideas to which your audience is most likely to relate and seek. For instance, posting articles that incorporate well-researched keywords for optimum reach and search engine visibility. Ideally, the writing should be straightforward, captivating, and informative. Studies confirm that marketers who blog consistently see an increase in brand awareness. B2B marketers who make use of blogs are proven to generate up to two-thirds more leads than marketers who don’t. Again, it’s about search engine optimization and relationship building.
You see, adding a blog to your website means an additional page for search engines to index, which increases its visibility. Other than creating keyword-inclusive blogs, you also want to ensure that your website features new articles regularly. It can be helpful to work out a schedule and abide by it.
Establish Social Media Presence
In an age dominated by social media, it’s fair to say that a strong presence on the main platforms legitimizes a brand. You want to have an idea of which social media platform(s) your ideal customers spend the most time on. Then, chart a calendar for social media posts and stick to the schedule. Businesses that post regularly tend to garner more visitors than pages that post less frequently. Also, interacting with other businesses’ pages and sharing content from pages that are relevant to your industry are other ways to increase engagement on social platforms online.
All of this should drive traffic to your website, which at this stage we’ve made engaging, informative, and easy to navigate.