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Convert More Visitors into Customers

So you’ve got a website, and people are coming to your website, but sales aren’t any better than they were when you didn’t have a website. What’s wrong?

Most websites do a decent job at providing people with information about what your company does and the products or services you have available, but most fail in encouraging visitors to do something.

Here are some ways you can improve at converting more visitors into paying customers.

Create Clear Calls to Action

The biggest mistake people make on their website is that they forget to ask the visitor to do something. They have paragraphs of information describing their product or service, but that’s it. If you aren’t asking visitors to “Book Now”, “Get your Free Quote”, or simply “Contact for More Info”, you’re probably going to lose that customer.

Solution: Find areas in your content where you should be asking someone to take action, and add a button, link, or other call to action. Make sure it is something that stands out and can’t be missed (keeping it esthetically pleasing is important too). Don’t over do It though. Choose one objective per page and stick to that.

**POST UPDATE** I recently ran across an article that really goes in depth about creating compelling call to actions buttons. Check it out here!

Collect Email Addresses

Many people who come to your website may be interested in your product or service but may not be ready to buy at that time. But what if you were able to still collect their information and ask for the sale at a later time? There are many ways you can do this. You can get them too:

  • Download a free case study, white paper or report that might educate them about your industry or solve a problem they may have.
  • Offer a free seminar or webinar. You’re an expert in your industry so help your clients learn more.
  • Sign up for a newsletter. We recently wrote a post about newsletters that can provide you with further info about utilizing this form of marketing.

email sign up form

Once you have an email list you can start engaging these potential customers by setting up an email marketing campaign to send them promotions and industry information, or follow up their sign up with a thank you note with more directed information about your product or service.

Better Content

It is extremely important to provide clear, easy to read information about your products and services. When describing your product or service, make sure you explain the benefits of your product and how it can solve a problem for your visitor. Features are nice, but they aren’t what sell your product.  Keep your descriptive paragraphs short and use bullets or numbered lists wherever possible. This helps make your website easier to read and helps visitors find the information they are looking for sooner.

As we discussed earlier this week, you can also use video and podcasting to help you convert more visitors into paying customers.

Now What

Take a few minutes to skim your website to see if you think there is room for improvement. Most likely there is. Commit yourself to DO SOMETHING TODAY because that next website visitor could be your next big client.

Want us to take a look at your website for you? Fill out our contact form and we’ll be happy to take a look at your website and recommend ways to help you convert more visitors.

Marketing

How Can Video Help My Business?

In a similar vein to yesterday’s post on podcasting, today I want to talk a bit about video for your website. Like podcasting, video is a vastly underused medium in local online marketing efforts. And while it’s true that it used to be difficult, expensive and time-consuming to get video on the web, today there are so many options available it’s almost the other extreme of not knowing how to use all the available tools.

Your Computer is Watching You

Most, if not all, computers come with a built-in camera & microphone that’s capable of capturing decent quality video/audio which can then be edited using software also included on your computer (iMovie on the Mac, Windows Movie Maker on Windows). You can also record directly into some websites like YouTube and not have to worry about figuring out software and how to upload your video.

Potential customers have long since given up falling for stuffy, corporate videos that obviously aren’t actually representative of the actual business – they are much more interested in seeing the real people behind the business than professional actors and expensive studios.

There’s certainly a time and a place to rent expensive equipment and have a professionally produced and edited video, but the vast majority of local businesses could start with basic videos to expose their products and service to a wider audience.

YouTube Superstar

With the rise of video sharing websites such as YouTube, Vimeo and many others, it’s become very affordable to have video hosted online – in most cases, it’s free. The only cost is the advertising displayed next to your video by the host website. But, in the case of YouTube, you can embed the video on your website at no cost and make use of YouTube/Google’s vast network of content servers around the world to take care of presenting your video quickly.

You get the added bonus of exposing your video and company to people searching exclusively on YouTube that might not have otherwise seen your video. For J&H Builders Warehouse, nearly 30% of the viewers of their installation video came from YouTube – people that might not otherwise be familiar with J&H but are now.

Starter Ideas

It will vary for each business or service as to how video could be used, but here are some ideas to get you started:

  • Weekly video messages from the CEO/owner about what’s going on with the business.
  • Basic training for how to use products that you sell as in the J&H Builders’ video.
  • Videos of opening new product as they come into the store (typically called unboxing videos).
  • For a clothing/retail store, modelling new items that do a much better job showing off the products than still images.
  • Walk through video of a golf course, kids play centre, manufacturing plant or mall to show what people can expect if they hire or visit your business.
  • Screencasts showing how to use your product or service for web based businesses.

Next Steps

Try out your computer’s camera and see what you can come up with. Get in touch with us – we’d love to help you do an awesome job of using video to help promote your business. Just like podcasting yesterday, there’s not a lot of local competition in the video space so now is the time to try it out and be the main communicator in a growing medium.

MarketingSocial Media

September Poll Results

Last month’s poll question was When Did You Last Update Your Website and here are the results:

So just 63% of you updated your site within the last week or less – which is great. It’s important to remember that in order to keep people coming back to your site (and your brand) you need to have fresh content. Contact us to find out how to keep your website new and interesting if you’re not sure how to currently.

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