Have you got a website that just isn’t bringing in the leads? You are not alone. Here are 10 of the fastest ways to improve the performance of what is essentially your greatest sales tool.
1. Know your numbers
98% of all websites we are asked to work on do not have their data collection set up properly. If the ‘view’ you look at in Google Analytics is All Data then you are including spam traffic and traffic from irrelevant people.
If your business only sells to people in the UK you need a UK only traffic view to give you the real picture of potential customers on your website. Ensure you are tracking goals on your website, which includes people filling out contact forms and clicking on phone numbers. You need the correct information to understand how many real potential customers are on your website and how well your website converts.
2. Make your content current
Up to date blogs are essential. Get your staff to write blogs, from sales to customer service, to production and delivery. Incentivise them and report on the amount of traffic that different blogs generate, as this creates healthy competition amongst your employees to make sure they are writing quality content that will be read and shared. It is particularly important for sales people, so that they project a position of thought leadership in your industry.
3. Improve your search visibility
If you want more relevant traffic fast then make sure you’re being found through advertising on relevant search terms using Google AdWords and Bing adCenter.
You only pay for people that actually click on your ads; this is by far the fastest way to drive relevant prospects to your website. But beware; by not having carefully targeted campaigns, you can spend a lot of money very quickly without achieving any results.
4. Provide information for buyers at different points of their journey
Websites often assume that the people on them are just about to buy X and all it needs to do is convince the visitor to buy their product or service over a competitor.
Websites are used for research and investigation. Defining whether they have a need at all is the start of the buying journey and then they will progress through a series of stages to define their requirements, consider the alternatives and evaluate what is best. If you provide information for visitors at all stages of their buying journey you can engage with them sooner and start influencing their decision.
5. Get your website found long term
64% of ALL website visits start at a search engine, so aim to improve your website so it’s found naturally on search engines:
• Make sure you have what you want to be found for in your main headings
• Ensure that your meta titles and descriptions are well written and again contain the phrases you want to be found for
• Change generic titles like ‘Services’ to specific titles, for example ‘what we do’
• Ask your suppliers and customers for links from their website
• Make sure that your Yell, Thompson and Google Business Page all link to your website.
There are more than 1000 things that Google takes into account when it determines what pages rank for any specific search. That means that there are lots of things that will help, but also lots of things to do. Buy a good book that was published in the last 12 months or engage an expert to help you. Things move quick in search engine optimisation.
6. Ensure it is HTTPS
From the 17th October this year, Google started alerting people when a website isn’t over HTTPS, which is the encrypted standard for websites. This means Google will be putting people off visiting your website if its not over HTTPS. It also has a significant impact on your position in the search rankings – your SEO.
7. Ensure your website is fully mobile friendly
Check your website by using Google’s mobile website checker (Google it!) to ensure it is. Like the HTTPS issue this isn’t something that you can fix without professional help, but it is essential as now more than 50% of all UK website traffic is from mobile and once again mobile optimisation will affect your Google rankings.
8. Help, don’t sell
Create content that helps, not sells. Think about what questions your customers might have along the buying process, from defining whether they have a need all the way through to the final product comparisons. This is equally applicable to consumer websites, as it is to business-to-business. The more you set out to help your visitors in a non-sales way, the more you will sell.
9. Include calls to action
Having a ‘get a demo’ call to action on the home page isn’t going to work well as people have just arrived at your website. However, you need to have calls to actions at the bottom and also in the middle of your interesting blog posts. Go through your website and look at every page – Do you give the visitor a definitive call to action on every page? – Is the call to action appropriate to the page it is on?
10. Keep working on your website
Your website will never be ‘finished’. Use the data you have to see where people are coming from; what pages they are looking at, what forms they are completing and what articles they are reading.
Use this information to guide your actions when it comes to deciding what blogs to write, which calls to action work best and what traffic sources convert into leads. Make sure you’re setting time aside for this every week, and if you cannot, then engage with experts that can do it for you.
By following the ten tips above you can ensure you’re getting the best from your website – and it is working hard for you 24/7.
ABOUT THE AUTHOR
Tim Butler is founder of Innovation Visual, a digital marketing consultancy specialising in digital effectiveness. Recognised by Google as one of the top 30 digital agencies in the UK, Innovation Visual uses the latest techniques in SEO, PPC and online content creation, and is an award-winning Google, Bing and Hubspot Partner. Innovation Visual works to increase website visibility, lead generation, customer acquisition and developing competitive advantage digitally.