Research shows that 97 percent of consumers learn more information about a local business from online search than anywhere else, according to SEO Tribunal. Because of this, it’s mission-critical for your website to perform at the highest level to meet the expectations and needs of your target audience and convert them into repeat customers.
When a website is optimized, “it works like a well-trained salesperson—attracting leads, inviting potential clients to see your products, conversing with them, setting appointments and closing sales,” says Luis Congdon, CEO of Thriving Launch. He cautions: “On the flip side, if your website isn’t optimized, you have an under-utilized selling machine.”
As a business owner, you must ensure when users find your website and enter the sales funnel, it’s convenient, accessible, user-friendly and ultimately leads to conversion. Use the below strategies to create a website that functions like a 24/7 salesperson, to increase revenue both during and after regular business hours.
Build a Cohesive Sales Funnel
Each channel in your marketing plan should flow together as a consistent, unified part of the overall sales chain. From social media posts and email campaigns to SEO-driven content, all touchpoints can (and should) direct customers to your website and move them through your funnel.
The four elements of a cohesive sales funnel, notes CrazyEgg, are awareness, interest, decision and action. If used correctly, these steps will turn the audience into leads instead of prospects. Additionally, you can market to offsite leads with external resources and tools that ultimately direct them to your website. Here’s an example customer journey from CrazyEgg:
- Awareness: create a Facebook ad to funnel prospects to your website;
- Interest: offer something of value in exchange for a lead capture:
- Decision: your content informs the audience and prepares them for a purchase;
- Action: offer a promotion your leads can’t resist, then remarket to them to boost retention.
Image source: CrazyEgg
Use Your Blog for Conversions
In terms of the most effective inbound marketing tactics, 55 percent of business leaders prioritize quality blog content as a medium to draw their visitors’ attention, according to HubSpot. What’s more, 84 percent of consumers expect brands to produce content that “entertains, tells stories, provides solutions, [and] create experiences or events,” adds Meaningful Brands.
When you curate blog posts that speak intentionally to your niche demographic, you can boost traffic, improve the click-through rate and potentially result in more conversions. If you write with your target audience in mind, they’ll likely become active followers—not just casual readers. This can lead to increased shares on social media, email subscribers and traffic to your landing page.
Include Strong Call-to-Actions
Once people find a landing page from targeted content, a visible and strategic call-to-action (CTA) will explain how to proceed. Consider this device as an extension of your blog. “Without a clear CTA, the user might not know the next steps to take to purchase a product or sign up for a newsletter, and is likely to leave the site without accomplishing their task,” warns Optimizely. A concise, persuasive and noticeable CTA, however, acts “as a signpost that lets the user know what to do next,” which raises the likelihood they will continue interacting with your website.
Use these actionable strategies from Optimizely to craft a CTA which spurs the audience into action.
- Design: Since the goal is to pique your audience’s interest, use a bold, vibrant and sleek design that stands out from the rest of your webpage.
- Visibility: To ensure a visitor notices the CTA before anything else, place it in the user’s direct sightline and choose a large, readable font size.
- Benefit: When the CTA specifies how it can benefit or add value to a consumer, it boosts the incentive to click and move through the sales funnel.
- Actionable: The text of a CTA should point your audience in a clear direction. Use action-oriented words and phrases like “get started” or “learn more.”
- Short: Because most people have brief attention spans, make the CTA as succinct as possible—rather than a whole sentence, aim for 5–7 words in length, maximum.
- Urgency: Instead of allowing visitors to think and change their mind about an action, you want them to take, create immediacy with “act now” or “limited time.”
Create Automated Follow-Ups
An estimated 68 percent of consumers won’t support a brand if they think the people behind it are indifferent, Small Business Trends confirms. It’s vital to offer a connection point to users who interact with your website but have yet to complete a sale. This is where email marketing is a major asset. If you encourage a visitor to disclose their email address on the website’s contact form, then you can follow-up with a message. Try to extend something of value, for example, an ebook, webinar, a free consultation or an exclusive discount. Freebies entice leads to resume interest in your product or service.
If you don’t have time to craft an email from scratch, choose automated campaigns from platforms like MailChimp. “Automation allows you to create campaigns that fire while you’re working on other aspects of your business based on actions taken by prospects in various parts of your digital marketing efforts. These can be personalized based on the context and used to nurture your prospects until they are ready to purchase,” explains Keap.
Optimize Your Website to Increase Sales
A well-optimized website can increase conversion rate optimization (CRO) and act as an engaged salesperson while your real team is offline. A convincing and successful sales funnel not only connects all touchpoints for prospects, but also leads to an increase in sales.
If you need help with your CRO or sales funnel, get in touch with a 10x expert today.