If you have a business, you know you need a website. It needs to be more than a brochure. It needs to be a tool that will help drive leads and sales for you. You want your website to work just as hard for your business as you do. Is your current website hitting it out of the park in these four key areas?
A great website isn’t so great if no one can find it online. Search is the top of your sales funnel and you can’t convert those potential leads if your site is languishing in obscurity on page two of search results. You know what they say about the second page of search results – it’s a great place to hide a body since no one ever goes there.
Search Engine Optimization (SEO) is an absolute must-have to any website strategy, but it takes hard work and consistency when aiming for the top spot. There are a combination of off-page and on-page strategies you can implement but one key is to be consistent in your approach.
Make sure that each page is optimized for one particular keyword or phrase. If you try to optimize for multiple phrases, your efforts will be diluted and you won’t see the results you’re hoping for. Ensure that your chosen phrase is used naturally in your page content as well as in the page URL and title. Above all though, write for humans, not for search engines.
Design & Usability
You’ve done a good job at getting your site found and traffic is starting to flow in. The next thing you want to do is make sure that visitors find what they’re looking for and stick around. It’s more common than you’d think for someone to visit a website and leave again without visiting a second page. We want you to be that exception.
You don’t have long to grab your visitor and confirm for them that they make the right decision to click on your site. If anything goes wrong, they may bounce. At first blush, your site needs to load fast and convey trustworthiness and professionalism. It needs to look modern and not abandoned. It needs to be usable, no matter what device someone is using.
Make sure that the design of your site is consistent from page to page. This doesn’t mean that every page needs to look identical but you don’t want to suddenly start using different fonts or move your navigation, for instance. If a visitors thinks they’ve landed on a different site you may lose them for good.
You’ve got the search traffic and your site looks good and is usable, but you know what they say. Content is king. If your site doesn’t provide value to your visitor then they won’t be back. Content is why people visit, why they come back, and what turns prospects into leads. You want to make sure that there’s fresh content on a regular basis and that it’s something that provides value to your visitor. Help them solve a problem. Educate them. Entertain them.
Use your brand’s voice and talk to your visitors like a human. You know your company better than anyone. If your brand was a person, what would they sound like? Use this voice whenever you’re creating content for your website. Avoid jargon or flowery businesspeak whenever possible.
The last step in creating that killer website that generates more business for your company is converting those site visitors into leads and potential customers. You don’t want them to leave until they’ve reached out and provided you a way to contact them in the future.
You want to make sure that your site is using forms and landing pages effectively to make it super simple for visitors to take that next step. If the process is too complicated or the value isn’t clear, a visitor may just leave. While you might be tempted to ask for all kinds of information from your visitor, keep it simple and only ask for the bare minimum. If they’re a good lead, you’ll have opportunity to collect more information in the future after you’ve nurtured that relationship.
Ensure that every page has an effective call to action. Don’t let a visitor make it to the end of a page on your site without telling them exactly what you want them to do next? Buy now? Book an appointment? Download a resource? Contact you for more details? Be sure to clearly state what it is you want.
Cover these four bases: Search, Design, Content, and Conversion, and before you know it you’ll start driving more traffic, leads, and sales from your website.
Tip for Sales Funnels & Landing Pages
Too often, marketers go “straight for the kill” and try to convert prospects far too quickly with a decision making offer such as: “Buy now” or “Call for a free consultation”. That worked in 2005 but not now. 90% of buyers are researching online, so this strategy means you’re targeting the few prospects that are interested and are soon ready to buy. Your website needs to attract and capture every prospect, no matter where they are in the buying cycle.
An inbound website has balance and includes the fundamentals of Inbound Marketing. It’s focused with content at every stage within the buying cycle:
- Top of the Funnel offers (TOFU)
- Middle of the Funnel offers (MOFU)
- Bottom of the Funnel offers (BOFU)