WHAT CAN YOU DO WHEN YOUR WEBSITE DOESN'T DELIVER LEADS?
1. GO BACK TO BASICS
It may have been working for years but how often does your website get checked? You need to go back to basics. Forget you’ve ever seen your site or know about your business. Now open your site in a browser and check it out as a prospect. Is it easy to find what you’re looking for, quickly? Go to Google search and enter a search term, does your site come up at the top? You need to review key criteria like navigation, on-page SEO, anchor links, external links, old data, blog articles, product information. It’s to easy to ‘set it and forget’ and then wonder why nobody finds what they need and why nobody contacts you from your website.
2. IS IT REALLY THAT VALUABLE?
We all have very little time – pressure of work, less staff, more customers, so what makes you think that your website visitors are any different? Unless you’re distributing information that is secret or costs thousands to produce, don’t always block people downloading your content. It’s there to attract visitors, so attract them, don’t send them away by pushing a download form at them. OK sometimes when it’s new you might want to get some commitment. But if you want their details – no problem! There are many ways to find out who is downloading your content. Make it easy to find with good content and they will come back and promote your site to others.
3. ARE YOU STILL FLASHING?
Adobe® Flash was great – it was a powerful way to communicate with your audience with movement, animation and interaction. But the key word in that sentence? WAS. Adobe Flash is dead. It has been for several years. It is no longer (think Monty Python dead parrot sketch!). So why do you still have some flash elements on your website? If your audience is mobile – and Google says over 50% of searches are done on mobile so you must have mobile users – then you already lost most of them. Apple never supported Flash. So while they aren’t the only mobile provider, if 50+% of your users are mobile and 30+% are Apple – they’ve been frustrated by your site for years. STOP IT NOW!
4. NAVIGATION – KEEP IT CURRENT
Older web sites use drop-down menu displays with 1, 2, 3 or even 4 levels of drop-down selection to find the one piece of information that you are looking for. That’s no longer the norm and having instant, one-click navigation from the top level menu to go straight to the key section is what Google and Bing promote. Yes you can have and sometimes need multiple menu levels but top level menu items need to have the key focus with on-page links to easily move through your site. Your audience expects it so you need to ensure your website doesn’t look tired and that your visitors stay with you and on your site.
5. SOCIAL MEDIA CHANNELS
Unless you’ve been hibernating you can’t fail to know that social media is the new PR and has become a firm rankings favourite with Google & Bing. So let’s do it – get your company on all of these social channels: Twitter, Facebook, LinkedIn, FB Live, Instagram, Snapchat, Google+….. Right? No. Wrong. Wrong. Wrong! Yes, you need to embrace social media but focus on the channels your audience is involved with. Social media is essential but you need a core strategy, a communication strategy and a response strategy. Our clients have seen massive PR gains, increased web traffic and the holy grail: increased leads and sales with a proactive, focused and managed social media campaign.
6. GOING OUT? FRESHEN UP!
OK, humour me… shut your browser. Go and get a cup of coffee. Now, relax, sit back and think like one of your customers. Got it? Now start your browser and visit your website cold. How does it feel? Exciting? Invigorating? Does it feel all dressed up and fresh for a jolly with you? Communicating just with you? Is the content current? No? Well you’re not alone. 50% of business websites haven’t been updated in the past 6 months. So, actually you can relax again, because your site’s not so bad if you’re part of that 50%. No! Wrong again. Because the other 50% are being refreshed daily or weekly. Google & Bing see regular activity on these sites and promote your competitors to your target audience. You need to get regular fresh content to boost your rankings and more importantly, when your target audience reaches your site they should see something they want to stick around for, read about and buy! Get fresh or get off the Internet!
7. PRESS RELEASES ARE DEAD!
Who told you that? Paper press releases are definitely not ‘in’ but news announcements are still key in driving enquiries to your website. 64% of website managers focus on press release announcements to generate activity. Getting your news announcements on key publication sites that are relevant to your audience and that have a high domain authority will add value to your search ranking when you gain links back to your site.
8. HOUSTON, WE HAVE TOUCH-DOWN
Landing pages are another fix that you can make to raise your rankings. Landing pages, like the one you’re visiting now, contain specific information and are used as calls to action for campaigns. Landing pages are an often overlooked aspect of websites but one that can have a major effect on sales leads. When combined with backlinks to the landing pages you will see website traffic conversions increase dramatically. A recent survey discovered that increasing the number of landing pages by just 1/3, increases leads from the website by 55%.
9. SHOUT IT OUT - BLOG IT!
When you talk to your customers, you’re sharing your expertise on your company, products and services but also your extensive market knowledge. The main reason business relationships develop and flourish is because of trust and confidence between both parties. You can’t create that same level of confidence with everyone because you can’t spend the time talking to every customer and every prospect in detail. But you need to bridge that gap and spread the word. And the route to take is regular blogs. Blogging is proven to be in the top 5 most effective content triggers for lead generation and traffic sourcing. The reality of business also means that blogging is the top item that needs to be outsourced because of two key facts: pressure of business – you know about that! – and lack of writing expertise – you know what you want to say, you just can’t get it across succinctly in a blog.
10. LIGHTS. CAMERAS. ACTION.
We’d all like to have the resources and budget to make a video worthy of a Hollywood director. But today people want real videos – leave the corporate glitz to advertising campaigns and major product announcements. To attract your audience you need short, snappy videos that work and show the human face. We produce these using a range of different approaches that drive your website traffic and your business leads up and up. Remember, Google focuses on video as a key metric for good reason – you should too and when you post, you need to incorporate video meta data and video maps, this is as crucial as the video itself.
11. I KNOW, WE SAID TEN TIPS, BUT...
…hey, we’re in marketing so we can expand a bit. And Tip 11? Well it’s obvious, your website needs fixing to drive sales leads and it takes a lot of time and effort, needs to be sustained, managed, monitored and owned. It needs technical understanding as well as creative input and fresh minds. We’ve been doing this (this being online marketing, SEO, websites, social media, outsourced marketing support, blogging and PR) for over 20 years. We’ve achieved success for our clients throughout that period, as well as awards and accreditations. We’re trained to do this ‘stuff’ – and we enjoy it.
So tip 11: Use Insight Group Marketing.
Try us out – you have nothing to lose and everything to gain.
SALES LEADS FROM YOUR WEBSITE - IT DOESN'T STOP HERE!
You can download this guide as a PDF below or you can fill in the form and we’ll work with you to evaluate your site and implement the changes for you.
We manage our clients’ websites to make sure they keep delivering. We can do it for you. Just fill out the form and we’ll show you how: