Building a professional website is a great start to grow your business online. But you need extra effort to ensure your website is constantly attracting and converting leads. This guide is designed to get you moving in the right direction to improve your business’s bottom line.
1. Increase Relevant Website Traffic
A website as it serves as your storefront online. It helps leave a positive lasting impression on potential customers, encouraging them to experience what you can offer. But how do you make sure that people who get to see your website belong to your target market?
Invest in SEO
Search engine optimisation (SEO) is the process of increasing the visibility of your website on search engines like Google when people are looking for the products/services you offer. A successful SEO campaign results in more relevant site traffic, which leads to more enquiries or sales.
Pay-per-click (PPC) advertising is one of the quickest ways to drive relevant traffic to your website. When users search for your product or any other topic related to it, your ad will appear on top of the search results. With PPC, you only need to pay each time the ad is clicked, making it a cost-effective strategy.
Do Content Marketing
With content marketing, prospects find you through your useful and informative content. This content can be a long-form blog or instructional video you’ve created and asked to be published on a third-party site.
2. Get to Know Your Website Visitors
High traffic isn’t enough – the right prospects need to be on the right page of your website at the right moment of their buyer’s journey. By analysing your audiences’ behaviour using Google Analytics and Google Search Console you can ensure this happens.
Tinker with Google Analytics
Google Analytics (GA) can tell you the demographics of users who landed on your web pages over a certain period. It also provides behaviour insights, showing you how visitors used your site: the page they land on, the pages they browse next and the last page they browse through before leaving your site.
Dig Deep with Google Search Console
Google Search Console can shed light on the common keywords/topics people use to find your website, the most popular pages on your site and the links where your visitors are coming from. Incorporating this data into your SEO, PPC or content marketing efforts can be a real game-changer.
3. Improve Your User Experience
A beautiful website is one thing, but it has to be easy to use as well. Optimise your website’s loading speed, catch all your 404 errors and make sure your website is responsive and mobile-friendly. Keeping the look of your web pages consistent and the content digestible is beneficial as well.
4. Keep the Branding Consistent
No matter what you create, your brand’s tone and personality should be consistent across pages and channels.
If your brand is fun and friendly on social media, it should have the same approach on your website. Your articles on LinkedIn may be more professional, but they shouldn’t sound like they are written by an entirely different brand. Never leave your branding open to interpretation. Every interaction with your brand should embody what your mission and values.
5. Convert More with Message Matching
Your website visitors are impatient. If they don’t see a solution to their query, or at least, a hint of that solution in 15 seconds, they will leave.
Match the messaging of your service or informational page to the possible search intent of people who will see that page as a search result. The same goes for PPC ads. Ad copies that talk about a promo or sale should direct to a landing page that explains that sale further, not a home or product page.
6. Use Proven Sales Tactics
It never hurts to use proven traditional sales tactics to win customers. For instance, providing customer testimonials work for online marketing as well as more traditional marketing. Giving freebies or offering your visitors something of value, such as a free evaluation, quote or product guide, in exchange for an email address. Though you won’t make a sale in that transaction, you get a quality lead to nurture.
7. Track and Optimise Conversions
Digital marketing campaigns require constant tweaks and adjustments. The behaviours of online consumers constantly change; tactics that trend today may not work next quarter.
In Google Analytics, you can set up goals to measure the performance of a page. When visitors accomplish that goal, you will see it in Google Analytics as a conversion. You can use your conversion rate to define your next steps. No matter the results, make sure to continue to optimise a particular page to improve its conversion rate.
8. Set Up CRM to Manage Leads
Not everyone who lands on your website will convert on their first visit. Many of these leads could still be in the research or awareness phase of their buyer’s journey. By capturing, managing and nurturing them, you can nudge them forward in their decision-making process.
A good customer relationship management (CRM) program ensures that every lead captured from different channels, such as website, ads and social media, is automatically fed into the system. It can categorises each lead using specific metrics. It constantly nurtures each lead through targeted email or remarketing campaigns.
9. Invest in Trusted Professional Service
Be it for CRM software or PPC ad management, trusted professional services can make a huge difference. Digital marketing experts are there to guide you in increasing your website traffic and converting more leads. While you can manage your PPC campaigns and track Google Analytics on your own, remember that these strategies require constant monitoring and careful tweaks. Leaving all your digital marketing needs to expert hands, you gain more time to focus on what you do best: growing your business.
10. Use Effective Landing Pages
Whether you have an in-house PPC professional or a third-party team to handle your campaign, make sure they employ optimised landing pages for each of your ads.
The messaging of your ads should match the messaging of your landing page. Promises shown on the ad should be delivered on the landing page. They will exit if they feel that the landing page is confusing or doesn’t have the same topic as the ad.
Feel free to download our guide to supercharging a landing page’s conversion rate for more tips.
You’ve taken the first step; you’ve already built a website. It’s time to capitalise on it by optimising its capabilities to attract more leads, engage with such leads and finally, convert them into customers.
Don’t leave money on the table. Let’s talk more about making your website a well-oiled sales machine.