What are your current marketing goals? Sometimes this question can result in a vague answer: “to increase sales,” “to grow our business,” or “to create better brand awareness.” Depending on the strategy of a specific marketing tactic, the answer to the question could change.
In this week’s Baer Necessities blog, we are looking at how to improve, and hopefully increase, website conversions. When social media app scrollers, fact finding prospects and curious customers end up on your website, let’s make their visit educational and beneficial.
How Are People Reaching Your Website?
Within in your marketing campaigns, how are people finding your website? Are you using search engine marketing? Does your marketing strategy include some form of social media advertising? Or are you leaving it up to chance and hoping people will find it organically?
If people are finding your website through Google with a simple keyword search, make sure the ad you are serving them is specific. Have the ads they are going to see with their search entice them to continue their exploration to your website. Consider developing landing pages for more specific content related to the service or product they are researching.
For social media advertising, you have more of an opportunity to tell a story than you would during a search engine query. Most service and sales related social media posts should include a URL that will help ensure a user will end up on your website. Use the graphic to gain their attention, allow the written text to tell a story or give an example, make your call to action desirable, and have the URL available for the user to learn more on your website.
Someone Found Your Website… Now What?
In the distracted abyss of cellphone scrolling and web browsing, you were actually able to gain someone’s attention for more than five seconds! They’ve clicked on a link used in a Google search or a Facebook post and are now on your website. How do you get them to stay and continue on the journey? Hopefully, your website has engaging visuals such as video or professional photography. Additionally, the information they were seeking needs to be near the top of the page in an organized format. This can be achieved with an infographic, bullet points or a brief paragraph discussing your company, product or service.
Let Them Tell You What They Want
After a few minutes of clicking through your website, the consumer has reached a decision that you are a legitimate option for the service or product they desire. Make it easy for them to contact you. A contact form should be linked within the navigation of the website. Also make sure they can click a “Contact Us” link in the footer of the website. You can even hyperlink “Contact Us Now!” within pages’ content.
A concise contact form is absolutely vital to achieve success. Someone, at the very least, should be able to type in their name, phone number, email and describe what they are looking for. Above that, clickable boxes for certain services might be an option. Depending how many leads and inquiries your company deals with, it might also make sense to send certain selections specific departments or employees.
Analytics and Trackability
Does your website allow you to track web traffic? While there are many types of software available to track time on a webpage, how a user got there, and the links clicked during a visit, adding Google Analytics tracking is a great place to start!
No matter how marketing evolves and changes, your website is one of the best ways to generate leads and teach people about your business. Make sure their experience is memorable and allows them to easily connect with you.
If you feel your website isn’t converting visitors as much as it should, reach out to us at baerpm.com. We would love to have a conversation to better understand your business, website goals and challenges.
