You need to build a solid foundation before beckoning your audience. Whether you’re selling a tangible, shipped product or advice, begin with a solid web site. A good designer is essential. A clearly defined “about us” section, testimonials, a short online video, and witty, succinct web content is critical. However, a “good” website isn’t enough, especially when there’s so much competition. How can you stand out?
Once the basics are in place, it’s time for search engine optimization (SEO). SEO helps your site move up the search engine rankings so that you’re easier to find and the right SEO company can help you get there. Ensure that a clear call to action is done tastefully and entices visitors. If someone can’t quickly click to buy immediately, they’ll move on.
Along with SEO is proper analytics, which can be customized based on industry. For example, call center analytics will be wildly different than the analytics needs of an e-tailer. Analytics help you keep track of site visitors, what they’re doing, where they’re going, and how they’re shopping. This means reduced risks, more revenue, and a streamlined approach to your website. Almost no business is too small for analytics, and your needs will change as you grow. Whether it’s Instagram analytics, Email Analytics or Twitter analytics, every business should track analytics on every platform.
Old School Tips That Still Work
Your potential customers need to know (or think) they’re getting a bargain. Discounted prices marked in red are easy bait. They want to get their item quickly so featuring expedited shipping and/or free shipping sweetens the deal. A money-back guarantee is still a tactic that helps build trust. Plus, an established website with markers of security like an SSL certificate give your shoppers the peace of mind they deserve.
Offering free tips and advice makes them feel like they’re already getting something for free. Converting a blatant advertisement into an engaging story or article can tap into your visitor’s emotions, and white papers are often used for this purpose. This can be a how-to on installing a new window or an inspirational weight loss story. Create your copy in a way that makes readers feel they’ve already purchased and benefited from the product or service.
Online shopping may have made life easier, but people still want a personal touch on their own terms. Offering a phone number, email, helpdesk and/or live chat can help ease a person’s wariness. When purchasing something online, you don’t get to see it in person first. Knowing that there is a live person available is comforting. This is also where social media comes into play, as does live chats and video conferencing.
If your target market is on Facebook or Twitter and you have the time to commit, it’s time to get social. Offer special deals only to your friends and followers. Remember to keep it simple. Some businesses can provide daily tips or a blog with truly useful information. Posting and inboxing your business gives people more ways to connect with you, and increasingly shoppers are going to social media instead of pro websites first.
Titles and meta tags are short but critical so make sure you engage your audience and choose every word wisely. Utilize H tags in source order, not visual order, to maximize exposure. If you use an ad service like Google’s AdSense, only do so if you’re committed to optimizing and tracking your click through rate. Play with them, change them up, and make them interesting.
Don’t skimp when it comes to high quality web content. When possible, hire a professional web content writer who has a background in SEO. This can optimize your newsletters, e-mail blasts, blogs, product descriptions and landing page content.