As I have shared previously, having a business website that caters to desktop, tablet and smartphone users (responsive design) is crucial as Google is giving more weight to sites that offer a great experience to all of its visitors. So, let’s say you’ve invested in your company website to do just that – what’s the next step?
Obviously, you want people to find your website and pay it a visit. You do this by having a good SEO/content strategy in place; and you can also bring more traffic to the website through paid advertising, social media posting and email marketing.
So let’s say you have good traffic coming to your site. What are you doing with it? Is your website generating leads? Is it creating sales for your company? If not, then you need to look at what’s called “conversion optimization.” ‘Conversions,’ for the purpose of this article, is a fancy word meaning leads and sales – how someone makes contact with your business. If you have traffic, but you are not receiving leads or sales, then there is a disconnect somewhere – and you need to find it.
Leads and Sales
There are three primary ways to generate leads from your website: phone calls, form submissions, and live chat. Phone numbers should be prominently placed and easy to find by site visitors. Forms should be simple and quick to fill out so users can send you contact you. And chat is icing on the cake – a simple way to get instant gratification if you are a website visitor with questions. We have found that people like to reach out to our clients in different ways, meaning each person has their preference. Why not cater to all three?
Let’s say you have an e-commerce website; you don’t want leads, you want sales. Make the experience smart, easy and intuitive. Does your current e-commerce website offer features such as the ability to order from the product listing page? Can I set-up an account and save my past orders? Is the checkout process simple and painless? Can I get free shipping or a discount on larger orders? Are you offering as many products as possible to potentially expand order size? Does your e-commerce website convey the feeling of trust by offering a way to contact your company, a return policy, testimonials, product reviews, etc.? And do you offer live chat to help buyers overcome any ordering challenges or questions?
Challenge yourself to objectively review your website. Determine whether or not you need help with traffic or conversions; then, take the necessary steps to improve its performance. You may be able to make some changes on your own or you may need some help from a web development/web marketing company. Whatever the case, DO something. The internet is not going away, and I can almost guarantee your competitors will be looking at this, too. Why not beat them to the punch?