April 21, 2020
In this day and age, it’s almost unheard of for a business to not have a website. I mean come on, can you think of one?
We know that, for the most part, potential customers find businesses online before going to a brick-and-mortar location nowadays. But really, as the technologically advanced humanoids that we are in 2020, every day we are looking for social proof on anything and everything before we use that product or service.
“Alexa, what is the best small business tax accountant near me?”
Increasingly, businesses may only be online! So it goes without saying, a website is pretty important these days.
If you want to get the most from your website, there are 3 main components that you’ll want to keep in mind: traffic, user experience (UX), and conversions.
You can get traffic from a variety of different methods: Search engine results pages, email marketing, directories, social media, and direct search.
If you’ve checked out our website before, you may have picked up on the importance of SEO and Content Marketing (this includes blogging) when it comes to getting noticed on the web and bringing in more traffic to your website.
After all, the three main reasons for having a website are 1) to get more exposure 2) provide value to your potential client and customer base, and 3) sell your product or service.
Getting noticed online, whether that be ranking high in Google searches or giving your audience a good enough reason to click on your social media post with a link to your blog, is a challenge in itself.
Nowadays with businesses leveraging social media and digital marketing as one of their main lead generation tactics, getting recognized on the web has been more difficult than ever. The competition is fierce. But getting traffic alone will not make your business money, you need your visitors to trust you and convert. (We will talk about this more later.)
According to SWOER, “It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.”
This means that, regardless of how a potential customer or client got to your website, they will make the choice to pursue using your services or not within 0.05 seconds of visiting your home page. That is insane, is it not?! That means you have 0.05 seconds to make a good impression before this prospect bounces from your site.
The next time you see a website design that is super innovative and fun, with crazy abstractions that gets you playing around with the features and you think to yourself, “hey this would be totally cool to do with my business website,” I want you to do one thing first before pressing the go button with your developer. Think to yourself, from the perspective of the consumer, is the action I want my customers to take clear or do they have to spend a few minutes on the page to find my call to action?
You may really want a cool design feature or color scheme on your website, however, your website visitor’s experience should be your main focus when cultivating your website design.
If your homepage is bombarded with ads or too many options that really don’t satisfy their needs, your audience may get confused or lost and turn to another website where the information they are looking for is easier to locate.
You want your website to be helpful to your customers. Using a simple design with a clear message can help increase visitor satisfaction by making information easy to find and actions easy to perform. If you’re taking the time to create content to provide value to your customers, you want them to be able to easily find and read your content!
A website conversion occurs at the point in which someone completes an expected action on your website. This could be signing up for your email list, downloading giveaway resources, clicking to call you, or simply making a purchase.
On average, “96% of visitors that come to your website are not ready to buy,” as stated by Digital Marketing expert Niel Patel. This means that even after making efforts to increase traffic and engagement, you may still encounter difficulty converting prospects into paying customers or clients.
Figure out what purpose you serve and what value you bring to the table and make it obvious that you can help.
Consider how you can cultivate a win/win experience for both you and your customer. If you can provide value to your customers during their first impression of you (possibly the first time they land on your website), you can create warm relationships that will result in increased conversion.
This process will take time and may include a bit of trial and error. In the marketing world, we often call this A/B testing.
You’d be surprised how little tweaks to verbiage, colors, form placement, and button styles can make in your overall conversion rate.
It is difficult to know exactly how your customers will interact with certain web designs, color schemes, or content topics – so don’t get discouraged if you don’t see immediate results.
While working on these 3 components, be sure to track your results including what changes work and what doesn’t really work to increase actions made on your site.
Remember increased actions = more leads into your pipeline.
Have any questions about how to create a successful lead generating website? Drop your question below in the comments and we will get back to you!
By: The Mug Creative