Want better Internet Marketing results?
Most businesses, especially small businesses, want more leads and sales.
And they’re usually disappointed when the phone doesn’t ring or orders don’t come in.
It should be simple, right? Get a website and promote it on the web. Maybe do some pay per click advertising on Google (Google AdWords) or SEO or social media.
The first challenge is getting qualified searchers to your website. An easy way to do that is by advertising on Google (Google AdWords). AdWords is easy to set up an account and get your ads running, However, it’s intricate, complex and competitive. Before you jump in, learn about how to properly structure and manage your PPC advertising. Here’s a video tutorial that will help, but you may want to hire an AdWords management company.
Getting qualified prospects to your site is just the first step. Getting them to convert (taking an action) is the key. Traffic (clicks) to your site is worthless (and can be expensive) if you don’t convert the clicks into leads and sales, which is what most small businesses want. Here’s some helpful information from Google on how to increase conversions, especially as it relates to PPC advertising.
Your first and most critical step is to insure your website or landing page is the best it can be. Remember, people are used to looking at high quality websites that look professional and are visually appealing. The also need to have relevant content.
It probably makes sense to hire a professional web designer, as the investment will more than pay for itself.
If you have the time and interest, learn WordPress web design (it least enough to make changes to your site. You can sign up for an online course at: https://premium.wpmudev.org/ , Lynda.com or OS Training
Here’s a brief checklist regarding your web site:
- Confidence factors are important. Remember, potential new customers searching on the web don’t know you or your business. They may be searching for a solution, product or service. They may be apprehensive or sceptical. You want to lower the barriers of entry and increase confidence. How? 1) Display real customer testimonials on your site 2) Display logos and links to professional organizations you belong to. Don’t belong to any associations? Join the Better Business Bureau or a professional, legitimate association. 3) Insure your site is transparent. Have contact information, photos of your business, yourself and your team. Tell your story in the “About Us” section.
- Have a call to action or an incentive offer such as a discount or a free consultation.
- Insure that your site is visually appealing and looks current. WordPress is great for this. It’s also relatively easy to learn how to change content and images.
- Make it easy for prospects to take an action, such as contacting you or making a purchase.
- Insure that your web site is mobile friendly. Currently, @ 60% of all internet searches are done from a mobile device. Here’s a free tool you can use to see if your site is mobile friendly. https://www.google.com/webmasters/tools/mobile-friendly/
- Make sure your site is clean and easy to navigate. Get a few “second opinions” from others you trust.
- Put a click to call button on your site, so it’s easy to contact you from a mobile device.
- Add a guarantee.
- Clearly state the benefit of your product or service
- Have individual pages, specific to each service or product. Your site needs to be granular.
- Pay attention to your sites headline. Test different headlines and offers.
- Keep important content and contact forms above the fold.
- Incorporate strong calls to action on every page of your site.
- Have a clear USP (unique selling proposition)
- Keep improving your site and adding fresh content
- Use high quality images that are royalty free, meaning you have the rights to use them. There’s a number of sites where you can purchase high quality images for use.
- Use a chat tool. Make it easy for people to ask a question.
- Include a headshot. People like to know who their dealing with. Personalize your site.
- Focus on the benefits and outcome. Sell the benefits.
- Use photos of happy people.
- Use Google Analytics to get a clearer idea of what users are doing once they get to your site, and how long they are staying on your site. Ask the ones who contact you, why they did, and what they liked / didn’t like about your site.
- Focus on the customer, not on your or your company. People care about themselves and how you can help them.
- Block out and filter out irrelevant clicks. There are several third party tools you can use to help with this, including Improvely
- Look at competitors sites, both in and out of market. Search for areas or ideas that you like, that are relevant to your business, without stealing. Look at their unique selling propositions and guarantees. Look for areas that you can improve your business. If you own a small company, look at the big boys and see how you can improve your business, products and services. Remember, you can get lots of people to your site, but if they don’t like your product or service, you probably won’t get results.
- Track and measure results. Use Google Analytics or if you’re running paid ads, set up conversion tracking. Also, track calls to your site. If a searcher clicks on your site and then calls, you may NOT know that it’s because of your paid advertising. There is a way to dynamically track those calls.
- Hire a marketing company.
- Schedule a free consultation with SCORE. SCORE provides no- or low-cost business training and education online and in your community.