Added 12 months ago
Websites are not a one way street
What is the purpose of your website? Stop a moment and think about this question carefully. Thank carefully and you will realize that it has quickly become one of your primary marketing tools.
You may have any business and may be dealing in practically any service or product. But the internet is the first place that your customers and prospects will go to check you out. They may search for you by name or probably by the product or service that you may sell.
SEO is the only part one the story
Much business realized this a few years before and started competing for the top spots in the search engines, especially on Google and Bing. Some saw some good trends and were happy to serve new customers. Now convinced that SEO is the master key, they have been focussing on doing more of what they did to get here. The going was good for a while but the growth graph and the conversion rates started flatting out at some point. So what went wrong? Nothing, but one has to realize that SEO is only the beginning and there is more to do.
Life after SEO
Successful websites often take the time to plan and put together a SEO strategy that they can execute and monitor. This makes include various aspects such as onsite optimization, off site optimization and many other techniques. All of this will only help in more visibility since your website will probably come up at the top in search results and the chances that your prospective user will click and visit your website become high.
However your goal is not just to get people to “step inside” your website but to actually do business with you. It does not really count as success if your website has many visitors but no one does any business with you. Your website should engage your visitor and convince them to buy from you. It should provide all the information that the user is looking for as well as give them the confidence to take the dive and buy from you.
Improving customer engagement
When it comes to sales effectiveness, a website is not very different from your shop front. A well laid out website with easy for navigation will make it easy for people to find what they are looking for.
Organize the website information in such a way that they can review the information at the pace and depth at which that they wish to research. Provide the optimum amount of details about your product or service. Too much information might put off people and too little might not be sufficient. Keeping it in layers might serve both needs.
Use protected pages to generate leads
Many websites successfully use the concept of protected pages to generate leads. After reviewing some amount of useful details, many serious customers might wish to know more. Here is where you could request them to register on your website and start forming a lead list.
Interact, interact, and interact
The significance of interaction cannot be stressed enough. Remember that your website is only a tool and not an automated sales person. The chances that you have to interact with the customer is high most of the online e-commerce websites. Sometimes it might only be emails but it might even be necessary to close a sale by picking up the phone and speaking to them.
Ensure that your website has all the information that the customer needs to contact you. Having a website without contact information is like handing out a blank business card!
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