“I have been wondering how to get higher traction on my website.”
“Why aren’t my visitors filling the landing page forms?”
“How do I make people to take action on my website?”
If these are the kind of thoughts and questions playing in your mind, then worry no more. Just get down to these simple tricks for increasing the number of visits on your website and converting these visitors into leads. (Download – 5 incredibly useful Sales and Marketing tips for SMB’s)
1. Add Zing to Your Website Design
Your website is the first gateway for a customer to your capabilities. A professionally done meaningful website creates a long lasting impression. The design must be seamless to attract the undivided attention of a visitor.
- Ease of navigation is one of the key elements.
- A single, relevant, high resolution image at the top of your home page will speak a thousand words. No kidding….it does wonders in giving a direct first impression of your business. However, it doesn’t mean that you add too many shades and stuff up your home page with colossal content on all borders. That would at best be scary!
- Streamline your unique propositions under broader heads. The overall look must be accentuated with simplicity and clarity. Right amount of integration is pivotal to a good design.
- It is not compulsory that all corners should be packed with information. White space and empty junctions do look elegant. Let the content on the home page be minimum.
- Optimum information not only helps in concentrating on all heads and navigating quickly to what a visitor is looking for, but also saves the visitor from getting lost in the conundrum of text-heavy arrays.
In short, follow the thumb rule of Ease of Navigation, Identification, Validation and Operation (ENIVO) on your design and your target customers will love to keep coming back to you.
2. Quality of Content
Content is the sovereign ruler. You ought to second that…. if you want your incoming customers to subscribe to your blogs, newsletters, templates and white papers.
- Your content must be grounded in sound knowledge, reflect transparency of thoughts and be impactful enough for prompting action. Readers should be able to extract useful information in less time. High quality, easily understandable content scores high on winning eyeballs.
- The structure, construct, framework and flow of text must align closely with the nuances of engagement. Valuable content and simple language will deepen customer engagement with your website.
- Make sure there are no syntax errors in your blogs and write-ups, as it would mean compromising with quality, which in turn will be detrimental to your image and a huge turn-off. Steer clear of any unwanted or irrelevant information. Being to the point helps in building an instant connect and fosters longevity of engagement.
3. Create Effective Landing Pages
Your lead-capture pages popularly known as ‘landing pages’ are the pages that subscribe to a message intended for the customer.
A customer when interested in your offering will fill the landing page and that becomes your lead.
- Every new message or an offering should a landing page along with a brief detail about the offering.
- Any promotional material that you do not want to give away without capturing a lead, should be associated with a landing page.
- Create a form requiring email address for targeted email marketing.
- Use a robust website lead capture system to capture, track and score your leads through these landing pages.
In a nutshell, work towards having an integrated sales and marketing system (Download – Factors to consider while evaluating CRM) in place that can automatically attract leads.
4. Feature Keywords
Keywords are words which visitors usually type-in through Google search.
- Your website has to feature all the prominent keywords through which your potential leads can get to you. Starting from the icons, heads, titles and sub-heads on your website, to your content and overall text in your blog, article and/or white paper, you must invariably include all possible keywords.
- In order to stand out, be counted and retrieved among the top ten pages that appear on a Google search, your page, your title or your main headline must spell out and place the keyword(s) appropriately. The objective is first to appear, then to hold attention and finally to prompt action as shown in the diagram below.
- Efforts to optimize visitor searches require use of the most common words that show up frequently. This process is known as Search Engine Optimization (SEO).
- These words vary from business to business, activity to activity, task to task, campaign to campaign and event to event.
Therefore, it is imperative to chart-out a set of keywords for the task in hand.
5. Strong Visitor Analytics
A website monitoring tool helps in traffic analysis and gives a clear picture of visitor activity history. You should track some of the key metrics as below:
- “Anonymous visitors” trends on the website (Website Traffic)
- “Known visitor” trends (Leads Generated)
- Campaigns that generated highest “website traffic and leads”
- “Number of times” a visitor comes to the website before filling the form and becoming a lead.
- “Website Pages” that are visited most
Analysing the above website traffic will provide insights on what is working and what is not. Website creation is not a static process as many believe. Learning continuously and improving the website is a must to grow the traffic and leads.
6. Run, Manage and Evaluate Campaigns
Your website is perfect, content is out there, keywords are placed strategically. Now, you need to run campaigns to increase traction.
- Design and run customer-centric and customer-focussed campaigns from time to time. For example, deciding which campaigns are to be run for which visitors, anonymous visitors or known visitors; campaigns to convert anonymous visitors to known visitors.
- Evaluate the campaign in terms of actions performed like opened, read, deleted, etc. Also measure the effectiveness and ROI of your campaigns. For example, how many times have anonymous visitor come on a page. So also for known visitors. How many and which pages have received maximum visits from anonymous / known visitors, etc.
- Manage the timings of the campaign with respect to specific personal events like birthday, based on activity history of your customer.
- Running and re-running a campaign till an expected action is achieved or will eventually turn your customer into a lead.
- Managing these campaigns will also require close monitoring to keep a tab on each response. This is where micro-segmentation acts as an aid to help businesses segment their target customers based on their purchasing pattern and profile.
With these simple, tried and tested practices, you can be rest assured of increased and sustained visits to your website. Remember that all these points are intertwined. So, make sure that you implement and execute each of the 6 practices to reap the benefits of higher visits and eventual leads. Give it a try today!