Creating engaging content to promote your business is important, but it’s by no means the ultimate step to securing leads and sales. Just as important, if not more so, is making sure that once prospects gets to your site, they can easily navigate and there are clear call to actions with a view to converting browsers into genuine prospects or customers.
Getting website traffic is important as without it, you will really struggle to make sales and build an online fan base. Businesses should be aware though that getting people onto your website and building the traffic you receive is not the end of your activities. It is important to convert this traffic into customers or people who take action on your site.
Content is crucial in driving traffic towards your site but it is also crucial in persuading people to take action. This means that the content on your site has to be aimed at people, as well as search engines. Businesses should also look beyond just content for making sales and persuading customers to take action. Your business site needs to be attractive, easy to navigate and there has to calls to action points throughout to give you a chance to convert traffic into sales.
When it comes to converting traffic into sales, there are a number of things you need to consider:
• Your landing page
• The design and feel of your site
• The links through your site
• The content of your site
• What you offer to customers
Many businesses will believe that price or quality of a product will be the deciding factor in convincing people to make a purchase. These elements are important factors but they are not the only factors. Websites can play a massive role in converting guests into buyers.
If there is a particular page that customers arrive at your page, it needs to be attractive and it needs to reach out to them. You don’t want to overwhelm a guest when they just arrive, but equally, you need to grab their attention. This means you need to immediately tell them how you can be of benefit to them. You also want to be able to usher them around your site.
The home page of your site should also allow easy navigation to the different parts of your site. This means that structure is crucial for your website and if you don’t have a clear or well defined structure, guests may not be able to find what they are looking for. If guests become frustrated, lost or bored looking for a product or service, they will likely log off and try a competitors site.
If you are looking to convert traffic into sales, the following steps are all worth considering:
• Trying out different landing pages
• Hiring a designer to style your site
• Improve the loading time of your site
• Offer a mobile version of your site
• Provide clear calls to action
• Analyse what people do on your site
• Create simple contact forms
These different steps can all have an impact on converting traffic into sales. One of the most important things to do for a business is to try out different landing pages and then analyse the results. There is no set template for success and an approach that works for one business may fail for another. This is why carrying out testing of landing pages and sales pages will help you to know which works best for you. After you analyse, stick with the option that is best for you.
A great looking website will always be of benefit in providing a professional approach for clients. There are many website designers around to hire but there are also clear and sleek WordPress design templates if you are looking to save money. Like all aspects in business, you need to weigh up the value of outsourcing certain work or hiring professionals. Boosting traffic to your business website doesn’t need to take a lot of outlay but there are some tasks that will bring a greater return when left to the professionals.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.