There are two ways to improve your marketing on your website and both are extremely important for growing your business through increased clients and sales.
1) Review how you use your website to attract clients (to get leads)
2) Review how you actually market your website (to get traffic)
You may be wondering why I focus on the website itself first when it is further down the marketing funnel than marketing your website (it is about creating leads from the traffic you already have). However, you cannot get quality traffic to your website without first having the right content on your website.
Websites can have many different purposes, they can be purely informational, they can be a lead gathering source, they can position you as an expert in your field, they can be educational, they can build trust, they can sell your products and services, and many more opportunities!
The first thing you must do is know why you are creating a website. What is the goal for your website?
If it is purely informational, then all you need is to ensure you have the right content to share what your sales team or customers need to know.
If it is a lead generating source, you need to have the right content on there to magnetically attract clients. You also need to have a marketing system in place on how you will attract clients to your website (Search Engine Optimization).
If you are selling on your website, you must ensure that you have a smooth, user-friendly buying process. Is it easy for customers to find what they want? Is the payment process simple, secure and trustworthy to your customers?
Once you know your website goal, you can then build a plan to create that.
Success! You have potential clients coming to your website (strangers, networking contacts & referrals, etc.). Now you must check that your message speaks to them. If you have content on your website that is unclear either in what you do, or what action your visitor should take, you will lose business opportunities.
The reason I consider you website content marketing more important is that you must have a website that serves it’s purposes and converts the traffic you are receiving. If you focus on marketing your website to get more traffic and then can’t convert them, it was all a waste of effort and money.
You convert traffic on your website by understanding your ideal client persona to create messaging that addresses their paint points and offers a solution that compels them to sign up with you. (No you aren’t brainwashing them, you are just letting them know that you understand them and CAN help them.) Understanding and creating magnetic content for your ideal client leads to a more qualified lead and a higher closing rate in sales.
The next step to improving your website marketing is to get it to show higher on the correct search terms for your business. The art to this is understanding the phrases that your ideal clients are using, and optimizing their use throughout your website in order to be found for those search terms.
These terms are called long-tail keywords and a recommended for several reasons. The first is that there is so much content on the internet that you need to find a way to stand out. You have a higher chance of being found for “real estate attorney in Eugene” than you do for “real estate attorney” because it is more specific and localized. Another example is “smooth Italian olive oil” rather than just “olive oil”.
You want to be specific so that you are found by your ideal client, rather than everyone (everyone is less likely to close than your ideal client). You also have less competition the more specific your keywords are, and therefore are more likely to be found in the top results.
The most important thing to remember with SEO is that search engines want to show the right content that their customers are looking for. You improve search rankings by producing the results (information, products, etc.) that you promise so that your visitors stay on your website.
Have questions? Schedule your Get Acquainted session by contacting me. Can’t wait to hear more about your situation and see if I can help!