Converting Web Traffic

Blog by Jason Tipner - May 12, 2009

I am amazed at how many companies miss basic marketing principals when they create a website. It seems like they get so focused on SEO, and on the technical side of the internet that that they forget the ultimate goal of their website. Here are some basic things to think about for your site.

First, does the website explain why a visitor should do business with your company? Sometimes we are too close and don't take a moment to step back and look at the site with "new" eyes. If someone is coming to your site for the first time, will they grasp the benefits of using your company? Have you explained your unique selling proposition? This should not be buried three pages in, but should start on your home page.

Second, you need to think about what your offer is. What incentive have you put on your site to get a customer to take the next step? If you have properly taken step one, then what is prompting your customer to action and do business with you? This can be price driven (coupons or limited time offers), or you can take an emotional approach. How will your customer feel after they do business with you? Exploit that. If they will feel secure, use that. If what you sell is fashionable, let them know they are trend setting by making their purchase.

Finally, have you made it as easy and as comfortable as possible for a visitor to contact you? They should be able to easily find your contact name, phone number, e-mail, and your online contact form. Your forms should be short. Longer forms should be broken into steps so that the first step is simplified to basic information. You also need to comfort their fear of spam. Make sure you tell them on the form page that you will not give their information to anyone, and explain how you will limit your contact with them.

Although the internet is a relatively new form of marketing, the basics still apply. Getting people to your website, and impressing them with a tech-savy site is only part of the equation. Make sure you have done all you can to convert visitors to sales on your website.

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