When thinking of business assets, a website may not be the first thing to come to mind.
Being a business owner, Director or CEO your thoughts on assets may include things like; customers, reputation of the business, office building, computer equipment, employees, brand logo’s and name or any patents or trademarks you may own. But most people rarely name their website as an asset to their business.
More often than not, prospects and customers are accessing the internet on their desktop PC’s and mobile devices on various different browsers to educate themselves and learn more about ‘your’ company and industry. So if your website is ‘none responsive on devices’ or ‘outdated and full of old useless content’ then your website SHOULD be a part of that list.
Also “40% of users are more likely to leave your website if it does not load fast enough within 3 seconds”.**
A highly recommended site to use is https://testmysite.withgoogle.com to check your websites page speed and responsive scores.
Just having a “brochure style website” is no longer enough, you need a website that’s a valuable asset to your business that educates people and tells them ‘why’ they should use your services.
You need to think of your website as a “well-oiled machine”. It’s so important now to ensure that you have put all of the right tools and strategies into place to ensure your website is your most valuable asset.
There is an old saying “Your website is the heart and soul of your business, if built correctly it can promote your business 24/7. That is something an employee could never do”.
Ensure you have an SEO (Search Engine Optimisation) strategy in place, ensure you research your niche for those relevant ‘Keywords‘ and ‘Search Terms‘ that your potential customers will use to find you on Google. Many companies don’t even factor how important it is to be successful on a Search Engine, let alone having a good website.
For some fantastic hints and tips on SEO I would recommend visiting Neil Patel’s blogs, he is a professional online marketer who helps people in business succeed with their online marketing.
Just visit https://neilpatel.com/
Turning Your Website into Your Most Important Asset
Attract Traffic with a Content Strategy
Your content should be read and seen as the heart of your website, your customers and prospects need to read and engage with relevant content that will help their desire to make an informed buying decision.
Don’t just dump content here there and everywhere just to add more pages. You won’t be able to increase your website and blog traffic if your content strategy is either non-existent or poor. Your content should revolve around providing value.
Remember though, your effort in content writing and creating articles should always be the same whether it’s read by 50 people or 50,000 people.
It’s about knowing your buyer’s persona and creating content to fulfil their needs.
Whether you are writing an article, a video or infographic the content must support the overall buying persona. Content via video is now a thing of the future, it is said that more people are more likely to watch a 1-minute video on Social Media than read a post.
For more information on video content I would recommend speaking with Berel Solomon from Wealthy Commercials if you’re based in the U.S Canada Area by visiting https://www.wealthyco.com/
Quote: “Product videos can increase a purchase of a product by up to 144%”*
Going back a step to my previous statement, don’t follow in the footsteps of everyone else, we all know a sheep when we see one.
The content you write and deliver should be unique and different from everyone else and your competition.
I would suggest writing to educate rather than writing to sell. Engage with your article comments and build rapport with your client base.
Tip: attracting traffic to your website isn’t just about the copy within your content. Everyone has heard the saying, “Don’t judge a book by its cover.” Unfortunately, that doesn’t always apply to those reading your content. The headline could make or break you.
Having a strategy is key.
Lead Generation Enabled
Do you own a business that requires leads to continue with your business growth? Do you sell directly over the phone or convert customers through a checkout process online? Then landing pages are definitely at the centre of your lead generation efforts.
How else are you going to convert your website visitors into leads? You could say that blog content with call-to-actions will help convert visitors into customers, but neither are going to work unless you are positioning a relevant offer on a landing page. It is known on average that companies with 30 or more landing pages actually generate 7 times more leads than those fewer than 10.
The whole purpose of a landing page is to; educate, engage and convert your ideal prospects. Think of landing pages and good content as a gateway to lead generation. Give them the opportunity to convert from a website visitor to a lead.
You can create thousands of offers, but they won’t benefit your company if they aren’t placed on a landing page to get your visitors to convert on your landing pages.
Consider implementing these tips;
- Promoting your offers on social media to attract site traffic and potential prospects.
- Make your landing pages easy to find – create a resources tab on your navigation bar.
- Only ask for the information you need in fill forms, we all know a long fill form puts us off touching it.
- Keep your visitors on your landing page by removing the navigation bar if necessary.
- Landing page content should be written in second person. Tell them how you will help them.
Measurement is extremely important for your online successes, you should consistently be checking and analysing what worked and what didn’t.
You should always be making changes to your website. You can measure your success by using Google analytics to measure page views. Also see what social media platform is your best performer or which ad platform is generating the highest traffic click throughs and conversions.
You could go a step further and view your customers in action by using Session Replay tools to see ‘why’ customers are not converting or ‘why’ your customers are leaving the basket or ignoring forms. It could be because your form is way too far down the page and your customer actually didn’t scroll far enough to see it.
I would recommend crazyegg or SessionCam as they offer a FREE tool or 30 day trial that allows you to analyse your website page visits visually with the help of heat maps that will help pin point where on your website is receiving the most engagement.
If you don’t know the answer to any of these questions you may want to consider looking at the performance of your offers, blogs, and call to actions to see which ones are getting the most views, conversions and engagements.
It is a fact that many companies don’t update their websites in any way. You won’t be able to make any changes if you aren’t tracking and monitoring key performance indicators.
To measure your success, monitor these metrics;
- Traffic to lead ratio
- Lead to customer ratio
- Landing page conversion rates (visitor’s vs converted)
- Inbound links
- Blog views identify which blog posts have the most views. What types of posts are those? What topics are they covering? Also remember just because an article is from 3 years ago doesn’t mean that it will have more views than a current article.
- Social media reach and which one is the best performing platform.
If you notice that a blog article about a particular topic is your most viewed article of all time. You might want to consider creating content similar to that article to further engage and educate those individuals.
What To Do Next?
Well the answer is easy, contact us today and let us know how your site is working for you and tell us what you’re trying to achieve. It is that simple! Plus, each quote is tailored and FREE.