Smart marketers put a lot of effort into driving traffic to their website through a variety of channels. On social media channels, they may provide a tidbit of helpful info, then direct the reader to their website to learn more. Blogging, of course, is another excellent way to drive traffic to your site, as are webinars, checklists, videos, and other helpful content. Writing guest articles can get your name out there and lure visitors into learning more about you. Now that you’re getting all this traffic to your site, you need to convert it to a sale. Here are a few tips on getting more conversions out of your website traffic.
People will bounce off your site if they can’t quickly find what they’re looking for. Have a search bar that allows them to search for their topic and get easily pointed to relevant pages.
Searchers will intuitively look to the main navigation menu to find what they need. Make sure your pages are organized well so visitors can quickly find the content they want.
Chances are you have more than one resource on your page with the information searchers want. Create internal links within your website to relevant content so they can get the most out of the content you have and can lead to better conversions on your site.
Content should be easy to read on your website, broken down into sections, bullets, and lists, so it’s easily skimmed for relevant information. Use readable fonts; now is not the time to get creative with your fonts. Here’s a helpful list of user-friendly website fonts.
“Take me to my coupon.”
“Show me my credit score.”
“Click here to save on my carwash.”
“Schedule my free webinar.”
“Shop now to find more deals.”
Remember, if someone is on your site, you’ve already won by getting their attention. Good CTAs keep their attention and increase your chance of converting them from tire-kickers to a qualified lead.
Obtaining a visitor’s name and email address often goes together with CTAs, especially if that call to action is to download a coupon, ebook, or checklist. They may not be interested in working with your small business now, but that doesn’t mean they can’t be nurtured through email blasts or other forms of communication. Of course, always get their permission to add them to your list!
Most likely, visitors will come back more than once to your site if they’re remotely interested in what you have to offer. Make sure you have content that aligns with where they are in the buying cycle. First-time visitors will want to have an overview of who you are and what you do. As they move through the decision process, they may need more robust content such as case studies. And don’t forget to vary your content; people consume information in different ways to have articles, videos, infographics, and checklists to meet different styles of content consumption. This will help with conversions!
Not everyone is willing to take the next step when they visit your site, but that doesn’t mean your opportunity is lost. Here are a few ideas to keep those exiting visitors engaged:
Focusing on website conversion is an often overlooked component of a small business marketing strategy. These are several tactics that you can utilize to turn your website traffic into qualified leads. Try some of the suggestions above to see how to increase your lead flow.
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