How do you attract visitors to your website?
Your business website is the first real visual depiction of your company that a customer will see. It needs to look great, be easy to navigate and highlight all of your important products, information and services at one glance.
However, there is no point in having a stunning, professional website if no one is ever going to see it, which is why designing and creating your site needs to be a two-pronged attack which also includes getting visitors over to your site in the first place. You’ll want to build some of these elements right into the site, which is why it requires thinking about even during the earliest design stages.
Get SEO savvy
Think about how you use the internet to find information, online stores and make connections. Chances are you will usually start with a search engine, just like the majority of other internet users. There are, on average, 3.5 billion searches per day on Google alone, making for around 1.2 trillion searches per year. A 2014 study by BrightEdge found that more than half of all website traffic can be traced back to search engine enquiries, meaning that making yourself known to these search engines is key to your online success.
But how can any new business make themselves stand out from a crowd of other companies within the same industry? This is where SEO comes in. You need to build SEO-friendly content into your website from the outset so that it triggers the various algorithms Google uses to pull results from the web to put on a results page. Some of the most basic techniques you need to think about include:
Stating your main keyword frequently but naturally throughout your site. For example, if you sell air conditioning units, the words ‘air conditioning units’ will want to be placed all over your site. But you don’t want to overdo it. Search engines know the difference between natural content and keyword stuffing, and your page will pay the price for low quality, keyword-heavy copy.
Using low competition keywords. This is where you need to get clever. ‘Air conditioning units’ might be your main keyword, but you’ll get plenty of competition from established sites using just these popular keywords. Google’s keyword planner can help you to find words related to your business that have low competition on the site, and this will allow you to get more creative and target the specific terms you think your customers will search for, whilst simultaneously cutting out the competition.
Playing to the customer, not the algorithm. Above all, just impressing the search engine algorithm and ending up on the first page of results doesn’t guarantee visitors. Your page titles need to be engaging and interesting and compel the user to actually engage with your company.
Content is king!
Having a regularly updated blog is one of the best ways to get people interested in your website, and coming back for more. If you are a B2B company you can use a blog to interact with businesses in the same vein as yours and trade news, tips and information about what you do and how it can benefit them. For B2C businesses, a blog can help to establish you as a thought leader in your industry, and subtly sell to potential customers.
A great blog will:
You need to come up with blog ideas that use your specific knowledge to educate others. Not only will this bring potential customers in from search engines, it will be shareable on social media, and encourage people to return regularly so that they can find out more. Make sure that your blogs take advantage of the expertise that you have to make you stand out from other businesses in your area.
Ease pain points
Pain points are problems and concerns that prospective customers of your business might be having, that your blog can help to resolve. A blog not only helps to tackle these issues and make potential customers feel more comfortable with your business, but also helps to establish you as an authority in your industry.
You can ease pain points by using your blog to answer commonly asked questions on your social media or draw on issues that might be being flagged on your customer service end.
Think about how your blog will make people feel. Social sharing and connections with a brand often comes from triggering an emotional reaction, so using your blog to talk about issues which are noteworthy to your target audience is a fantastic way to garner more interest.
Don’t forget social media
Social media is very important when it comes to building your brand’s personality and interacting directly with your customers. No other channel offers you such direct access to your customer base and allows you to host discussions and resolve issues in a public space where anyone can join the conversation. When customers feel connected to you they are more likely to stay loyal to your brand, so set up your social media alongside your website and use them to cross-promote each other.
There are plenty of social media platforms out there and it isn’t necessary to use them all, so you should think about which channels best represent the needs of your customer base. You will most likely want to have a Facebook and a Pinterest account, as these are the sites that statistically drive the most traffic to online shops, Facebook with 55% and Pinterest with 25%.
For the other platforms it really depends on what you want from your social media, but top sites you might want to think about include:
Use email marketing for a more personal connection
Many businesses today neglect email marketing, thinking that now social media is so popular, email belongs in the past with physical mail outs. However, email marketing is a great way to connect with the customers that you already have, offering them a more personal way of staying in touch. According to a study by MarketingSherpa, 72% of consumers still prefer email over other forms of communication from businesses and services.
Send your customers regular newsletters and encourage them to engage by offering exclusive discounts, vouchers and priority access to sales and new products. Customers love feeling as though they are in a special club, and your email mailing list is a simple way to give them this feeling
Emails should be brief and scannable, with any special deals or exclusive offers instantly visible and not too much ‘selling’ language. You also want to optimise all of your email communications for mobile phones as people are far more likely to read personal emails if they can view them on their smartphone as well as on a computer.
If you are starting from a small or no subscriber base then you can purchase targeted data so that you can enjoy the benefits of email marketing without having to wait until you build an appreciable organic following. However, make sure any list you purchase is GDPR compliant and comes from a reputable supplier so that you don’t inadvertently breach the laws of the land when using it.
We can help
More Than Words is a specialist supplier of marketing services and is able to assist in all your lead generation and marketing needs.
We can provide copy writing and email marketing services, as well as B2B databases that will help to get your website off the ground and bringing in the right customers for you and your brand.