There are kernels of wisdom that always ring true, like it’s best to wait 30 minutes after eating before trying to swim, and never trust auto-renew. But there is another one that should be added to the mix—and that is that you can’t be truly successful as a small business until you convert your website visitors into solid leads. How do you do that, you ask? You can accomplish this goal with four easy tools.
They’ve got questions, you’ve got answers. Help your customers and prospects realize your business meets their needs by giving them the means to contact you quickly and easily. For your form, remember less is more; the less you ask of them, the more people will give.
“Out of sight, out of mind” is important to keep in mind when it comes to your customers. Go to where the people are. If you aren’t connected to Facebook®, Twitter®, LinkedIn®, Pinterest® or whatever other social networking site your target audience frequents, get connected with them now. You have the potential to exponentially expand your base with every “like,” “retweet,” and “share” between your customers. Make it easy for your customers and prospects to connect with you by adding social media widgets to your small business website.
??People visit your website because they’re interested in the products or services you offer. Nudge them toward the next step by using calls to action—short, compelling offers that request an action on the visitor’s part in exchange for something they want. Examples include:
Just like friends, new customers are great, but repeat customers are even better. Unlike friends, though, they don’t want to hear from you all the time. Target specific groups with distribution lists and customizable campaigns, and keep track of your open rates to discover what customers respond to. One important note: Always make sure recipients have opted in to your email campaigns so you don’t get tagged as “spam.” You can learn more about the ins and outs of email marketing here.
By utilizing these few simple tools, you could see a huge increase in your profits. Your customers want to buy your products, so make sure you are making it as easy and as enticing as possible for them to choose you as the business they give their hard-earned money to.
No business website can afford to stay static for very long. As technology and market conditions change, a company’s website must follow. Customers’ evolving needs demand that periodic redesigns take place. So it’s best to know what’s involved in the process and what you can do to produce an effective website redesign.
Identify your objectives. Many businesses are moved to redesign their websites in an effort to (a) increase lead conversion rates, (b) promote greater user engagement and (c) make the site more user-friendly. Whatever your goals, they should be clearly defined at the start so that both you and your website design team know precisely what you’re looking for. Every decision that’s made during the process should grow organically out of your original stated goals.
Build your design team. Long gone are the days where the same person designs the website, writes the copy and codes it. Your website is a foundational element in your marketing communications mix, so it’s critical all aspects of a redesign are considered. Here’s a list of critical members on a design team:
Understand the redesign process. Each design team works differently, but in general, the basic process includes these steps:
Your input in several critical areas is absolutely necessary for the design team to achieve your stated goals. This includes providing a list of “must-haves” for the site, a list of pages, branding and style requirements, and providing the necessary content (more on this below). As part of the process, the designer will do the following:
Deliver the best content possible. An effective website redesign is only as good as the content the design team has to work with. Work on generating content that compels visitors to read further—from the home page or landing page all the way to clicking on “Buy.” Most design teams can assist with optimizing the content with keywords best suited for your business which will help boost your standing in various search engines. Content for forms and calls-to-action are also needed, however you can rely on your design team to present these in the most effective way possible.
Assist in the testing phase. Once the new website is set up and approved, designers will want to test it before the official live-date. During this quality assurance phase, you can help by checking off the following items:
It’s a good idea to launch the new site during times of the least traffic – for B2B companies this means after normal business hours. This gives you and the design team the opportunity to pinpoint any kinks and make needed repairs when the fewest visitors will notice.
Use Google Analytics to measure user engagement. It’s not enough to unveil a flashy new website. You need to know whether your original goals are being met and how visitors are responding to the changes—in terms of increased traffic, reduced bounce rates and the degree of social media sharing that’s taking place.
Google Analytics is especially helpful in measuring customer engagement for B2B companies. Here are some key metrics covered by Google Analytics:
Understanding the data provided by Google Analytics will enable you to modify your strategy and tweak the newly designed site to be even more effective.
One further point to consider before embarking on a website redesign: Do your best to limit the amount of input provided to the design team. Generally speaking, “design by committee” involves a time-consuming approval process and risks having too many opinions dilute or permanently alter your original redesign objectives.