Most small to midsize businesses fail to capture the full advantage of their web presence. Simply having a website alone isn’t sufficient in capturing today’s massive use of web traffic. But creating and capturing web traffic, which translate into solid leads for your business, doesn’t have to be complicated. Like a garden, it takes some time and effort to cultivate and grow consistent and relevant web traffic that blossoms into the fruiting lead generation machine you need it to be.
- Content, Content, Content
When I needed a new roof, my first question I asked myself (and Google) was “what’s the difference between different roofing material?”. Most of the roofers in the Louisville area didn’t have any substantial and informative content relating to their industry on their websites which seriously leaves a lot of missed opportunities on the table. Search engines love rich and informative content and consider these sites subject area experts, and typically display their content on the first page of search results. So in addition to making intriguing content, it’s important that the search engines considers the content relevant too. Another important factor to consider when creating your content is to focus on topics that are related to the keywords you’re targeting for your site. In our roofing example some of the keywords might be roofing estimate, roofing cost, et al. Content is a major factor in driving traffic and oftentimes overlooked due to time constraints and creative energy required. Fortunately, there are plenty of content creation services that develop affordable and relevant content for your industry. McKenzie & Co provides one such service with regularly scheduled intervals. Reach out to us for more info on our content creation services.
- A/B Testing
Having great content is useless if your users can’t find it. In today’s age of limited attention spans it’s crucial to have effective and simplistic user interfaces that help guide the user to where they want to go. A/B Testing is a method that evaluates how users navigate your site against two different UI/UX (User Interface, User Experience) patterns and allowing the more successful pattern be your guide. A successful design pattern will reduce bounce rate, increase Call To Action interactions, and increased time spent on your site and ultimately steer users towards your lead generation capture method like a sign up form or email subscription.
Creating these patterns require understanding that the user is interested in particular type of information, providing that information in simple and quick way, and a clear mode of action for the user to act upon. A landing page for example should have a simple message, benefits of your product, and list of features as well as a call to action button or sign up form for lead capturing. It’s not an exact science so A/B testing should be an ongoing strategy from time to time as your goals shift or change.
- Multiple Landing Pages
When you share your content over the web, whether it be via email or social media, it’s important to focus on a simple message. Most of the time the simple message is a particular product or service. With online attention spans short, it’s crucial to delivery beneficial, actionable information in a seamless manner. This is where landing pages come in handy. Landing pages are short, informative, and interactive. They inform the user of your product or service, provide key benefits and features, and provide a clear course of action through a call to action or sign up form. Landing pages are effective in focused marketing campaigns. Over time, you will be able to develop more tailored and developed landing page with your A/B testing. Learn more about landing pages.
It’s important to understand why you’re having success and failure. Sometimes your campaigns aren’t meeting your expectations, or maybe your site is experiencing growth in traffic. It’s incredibly crucial to understand the “why”. Setting up analytics for your site helps accomplish this. Measuring user behavior, setting up goals and evaluating traffic flow is one of the best things you can do for yourself. Next time when you’re building a landing page or conducing A/B testing, ensure you have metrics in place to measure behavior. Look for a blog post about how to set that up in the near future.
- Trust Factor
Humans are apprehensive creatures. Our trust needs to be earned. Your website is no different. Some ways you can convey that you are a trusted entity is sharing reviews, client logos, testimonials, and case studies all on your platform. Testimonials are reviews of previous customers that are hand picked to profile on your site or landing page. They convey trust and reliability on a personal level and if your users see the happiness in others, they’ll be more confident in you. Showcasing client logos on your site provide users with a sense of establishment and security in your brand and a very popular trend in today’s web space, because it works. It doesn’t have to be much, just a small handful of client logos is sufficient. In short, any method you can provide that conveys any sense of trust and rapport is a must.