Ways Your Website Can Boost Conversion
You’ve got your website up, and it looks great. But is it boosting business to your physical location?
Maybe. It depends on how things are set up. Any site will ultimately boost business to your location over the long haul, but “boost” can mean one customer or hundreds. We want to get you more of the latter, and that means having the right elements in play. Let’s take a closer look at what those elements are.
Calls to Action
What do you want people to do when they view your site? If you’re a restaurant, perhaps you’ll want them to order online or call for reservations. If you’re a construction company, you’ll probably want people to submit a request for quote. Your site’s content needs to be designed with the specific goal of conversion. Without that, sites exist as a vague collection of information, and that limits the true potential of your investment. With strong calls to action on every page, you can begin converting visitors into new business at your location. For local businesses, one of the best ways to drive foot traffic through a website is to offer a coupon as a reward for a call to action. It directly motivates users to view your site and go to your location.
Basic Search Engine Visibility
Content is key, but how do people get to your site in the first place? Without a foundation for basic search engine optimization (SEO), no one will find your site, whether they’re local or not. Basic visibility techniques including having proper meta data (meta title, meta description, and meta tag fields) in order for search engines to accurately index your site, can be a nominal amount of original text content per page and creating links/navigation between pages so that search engine spiders know what to look at.
With those established, your site should be reasonably accessible through the search engines. Otherwise, your site could only really be reached by people using a direct link (e.g. from an email) or if they entered the URL themselves.
Let’s assume you’re a plumber in San Francisco and you want to attract local customers. After all, having website traffic from Kansas City or Miami isn’t going to help you at all. To achieve that, you’ll have to create content that mentions your target keywords. This is one of the elements of SEO, and many people think that a single page with some keywords will get the trick done. It’s not that simple, though, and more content — usually in the form of blog posts — is the easiest way to push this forward.
Each piece of content has to work with the target audience and calls to action. Your content should focus on things your audience (local people who need plumbing help) and what you want them to do (call for more information or schedule an appointment). The content should also provide value as an article, such as offering helpful tips or how-to advice; this is part of long-term marketing, as it establishes you as a subject matter expert.
Social Media & Social Proof
Social media and social proof platforms also have strong search engine presences. For social media, constant activity registers with search engines while building a long-term audience, so stay engaged. For social proof (sites like Yelp, Angie’s List), these are often interwoven with other search results and drive traffic to your site. These support customer conversion by providing more ways for people to engage and research your business, all while pushing more traffic to your site.
What Else Do You Need?
Converting visitors to customers through your website is a multi-faceted process and the above items are just the foundation. Most importantly, regardless of your preferred strategy, the most important element is hard work and attention — keep your efforts up to date and you’ll be rewarded.