So, you have a website. You’re getting plenty of traffic since you’ve done a fabulous job with SEO, but you aren’t getting much business directly from your website. Or, maybe you are, but you don’t have any system set in place to keep track of the business you get from your website.
Your website is a powerful tool. If created and used correctly, it should be the #1 sales person on your team, eliminating a large percentage of marketing costs. So, how do you convert all of that traffic you get from your website into sales?
1) A Resonating Design
The purpose of design is to cause people to take action (hence the term “Call To Action”). The design of your website must visually communicate the goals, values, and purpose of your company. In order for your target audience to buy in to your brand, they must identify with your visual identity.
Something that they see or read must hit them so close to home that they feel as though they cannot live one more second without your product or service. You must also have a Call to Action button on every single page. This will cause them to contact you directly, taking a lot of work off of your plate.
How do you know if you website design resonates with your target audience? Ask them. Figure out exactly who you want to do business with, go find them, and ask “what do you think of my website”? What does it make them feel? Does it make them want to do business with you?
Note: If someone isn’t your ideal customer or client, don’t ask them. Even if the general population thinks your website design is the worst thing since parachute pants, yet it still resonates with your target audience, it is a successful design.
2) Landing Pages
A landing page is any page on your website that contains a form to capture the information of a visitor. These can be Contact pages or Request for Information pages, but the most successful pages are usually those that have some sort of offering on them. The Call to Action buttons just mentioned should lead to these landing pages.
What To Offer:
- White Papers
- Coupons, Discounts, or Specials
- Sign-Up, Join, or Free Trial
3) Social Media Links
Have links to your social media accounts in the header of your website so that they are visible from every single page. This will incline people to click on them and see what value you have to offer through becoming a Fan, Follower, or Connection
By connecting with potential customers via social media, your social media strategy will keep you at Top of Mind. So, even if they don’t have a need for your product or service right now, they might in the future. The expertise you have displayed, or the tribe that you have created around your product, will help to keep a continuous stream of inbound leads.