The new year brings a new sense of purpose and there will be lots of you out there with high expectations for your business in 2016.
Your website should be a key tool for generating more customers and more revenue.
Here are my 5 top tips to help you attract more visitors to your website and convert them into satisfied, and hopefully repeat, customers!
1. Use the data available to you in Google Analytics
You need to know the number of visitors, where they are coming from (eg social media, search engines), what keywords they are searching for and what pages they are looking at. If many of your visitors are using their mobile phones, then check that your website is optimised for them – many still aren’t.
By gaining an insight into who your visitors are and what they are looking for, you can review this data to make sure your email marketing, social media and website are focused on growing the right kind of visitors to turn into leads and customers.
Use the data available to you to make sure you are targeting the right kinds of visitors in the right way.
2. Check how friendly your website really is for your visitors
Put yourself in your customers’ shoes. Is your website’s navigation short, consistent, clear and easy to use? Is your checkout process as short and simple as it can be? Are your contact details clear and easy to find from every page? On some websites it can be very difficult to find address or telephone information if you have a query!
Take a look through your site and see if there are any tweaks and changes you can make to improve your visitors’ experience.
3. Review your website content
Is the content of your website exactly what your customers or potential leads are looking for? Does your website answer their questions at every stage of their buying journey?
How often have you decided not to make a purchase on a website because a vital piece of information was missing? Make sure all your potential customers’ questions are answered, and that it’s easy for them to contact you.
Or do you have too much information on your website so that what is important gets lost? Your website needs to stay relevant. You can spring clean and archive things that are out of date or no longer relevant, particularly if they have been replaced by more current and useful information.
Take a look at the content of your website to make sure it is all still meeting the needs of your potential customers and is answering their questions at every stage of their buying journey.
4. Review your calls to action
To be effective, every website needs to have calls to action. If you don’t give your visitors opportunities to take action, they will leave without taking any!
Some calls to action will lead directly to the sale (eg. ‘Book a table’ in a restaurant) but not every visitor is going to make a purchase or call you on their first visit. Don’t lose them because they are not yet at the ready to buy stage or don’t like to telephone.
Think about what you want your visitors to do depending on what stage they’re at in their buying journey. Offer them different calls to action that can work for them. Make your calls to action easy to see and follow. If you are able to tempt your visitors by offering them something such as money off vouchers, a free trial or useful resources, you can capture details so that you can target them in future through email marketing to help move them through the buying stages.
Check you have calls to action on every page, and that they give your visitor opportunities to do what you want them to do depending which stage of the buying journey they are at.
5. Build trust
There is a lot of competition out there so you need to reassure customers that they can trust your company. When making an online transaction, your customer may not have heard of you before. Are you telling them how great you are by making full use of case studies, testimonials, trade association logos, guarantees etc to reassure the customer that you are going to deliver a professional service and/or great products?
Make sure you are showing potential customers on your website how good you are by telling them about the experiences of others to build trust and credibility.