Have you noticed that your website isn't receiving significant traffic, converting leads or benefiting your business at all? If so, you may be in a position that many businesses are with their website. Quite often people pay for a website project with no plan, strategy, or goals for it to achieve. If you or your business is in this situation now, this article will teach you some of the various reasons why your website is a wasted investment, and how you can change that.
It's an online business card
In my experience, this is one of the most common flaws I've seen in business websites. They are missing the point of a website and what it is meant to achieve. This leads to the website having no strategy to drive traffic other than direct contact from the representatives of the business themselves. Oftentimes, this results in your domain name being passed around like a business card. If your website's traffic and conversion rates rely on your ability to market, drive traffic, and convert in person, there may be some huge flaws in your website strategy.
Now I am not saying that a website with a simple logo and contact information is a bad thing, however, you should have a plan in place to increase the stream of organic traffic with visitors that are actually looking for your type of services.
In this generation of the web, having just a website isn't enough. You need to have a strong SEO and social media strategy in place in order to compete with other sites on the web. Here are some great beginner articles on these subjects that I recommend:
Lack of content
If you are already generating traffic to your site, great! That's the first step, however, are these visitors returning to your site? This is where content comes in. If you are a business professional, then you have an expertise. People pay you to do the job that you do. You should have a content strategy for your site that keeps people returning to gain information on your expertise. Here are a few things you can do:
- Write blog posts related to your business or services
- Create an email newsletter
- Write an eBook
- Host a free webinar
Publishing content consistently and offering value to your visitors is huge for any business. If visitors aren't receiving any benefit from your site, they won't return. Providing value for your visitors will show you care about them, know what you're doing, and make them more inclined to click that "Contact Us" page you have set up.
No call to action
Another reason your website is a wasted investment is because it doesn’t provide any direction. Sure it may generate traffic, has plenty of premium content, but if it doesn’t tell people what to do once they get to the site, they are going to leave. Unless your site’s content is the holy grail of your market, the chances of that visitor returning are slim to none.
It is important that you integrate multiple ways for your visitors to interact with your site as needed. If you want to get visitors to sign up for your newsletter, purchase a subscription membership, or buy your product, you need to let them know where and how they can do that. Here’s a few ways you can accomplish this:
If you’re pushing out great content consistently, readers are going to want to see more of what you have to offer. The best way to make sure that they stay engaged and keep coming back is to provide a way for them to subscribe to your blog or newsletter. There are many different lead generation tools out there that you can use to integrate into your website. I recommend SumoMe.
SumoMe has so many great tools and plugins for lead generation, analytics, newsletters, etc. It’s a great way to keep track of your site traffic and turn your website into a lead generator.
Call to actions buttons can very effective if placed appropriately. These buttons should be in a section after some type of information that lets the visitor know what it is they have to look forward to. This should take them to a contact or sign up form, social media page, etc. Buttons can be used strategically to get the customer moving forward with sign up after your content has already captured them.
Graphics are another great way to capture your visitors attention. You can create feature images for your blog posts, banners, or infographics. Some statistics say that articles with images receive 94% more views, and 60% of consumers are more likely to contact a business when images show in search results.
Be sure to include various graphics that align with your business on your website, social media pages, and advertisements. Here are my recommended sites to easily create banners, featured blog images, and infographics:
Be mindful of your visitors
Although all of these tips are huge for your website strategy, you should always be mindful of your websites user experience. Make sure that your call to action elements are not overkill. You should not have pop-ups on every page, buttons after every paragraph or slide-in graphics over your content. It doesn't matter how beneficial your content is, if your call to action reminds your visitors of car salesmen they will leave.
I believe that these simple strategies are a necessity for any site on the web these days. If you have any questions or feedback, I would love to hear from you and how you plan to, or have already included some of these strategies in your website.
Please drop a comment below or contact me through any of my social media channels.