Every business owner wants to see their webpage attract a flood of visitors on a daily basis. However, simply having a website is not enough to attract quality visitors. You need to draw visitors in with valuable and original content that addresses key questions regarding your product or service. However, not all website traffic is equal since some visitors will never be converted. This guide will show you some of the best ways to convert your visitors into customers.
Optimizing your website to attract qualified visitors is a strategic endeavor. What that means is that you can’t simply add a button or a graphic on your homepage and expect to see an increase in visitors.
But what is qualified traffic exactly? Typically, qualified traffic is the type of traffic that has the ability to produce return-on-investment (ROI) from your inbound marketing campaign.
Produce Better Content
Many businesses convinced themselves that they should produce as much content as possible. While you should have a steady stream of content coming in, that doesn’t mean that the quality of the content should fall to the wayside. In fact, it pays to produce valuable content on your area of expertise because search engines will rank your webpage. And your prospects or customers will be very thankful for the insightful content you create.
Looking for new ideas? There are a few great ways to come up with inspiration:
- Write down questions which your customers and prospects have and address them in blog posts.
- Review your web content and make sure that it answers frequent questions or concerns from your clients or potential clients.
- Look at your webpage and check if the text addresses your prospects’ needs. Ask yourself if your web presentation focuses on the benefits of your product or service. Is it something that your prospects and existing clients care about?
Content doesn’t only refer to the copy on your website. Content also refers to blog posts, whitepapers with insightful information related to the industry, eBooks, free how-to tutorials and a frequently asked questions section.
By providing useful and high-quality content to the readers, you are making them comfortable with your brand and website. As a result, in the future when they are ready to convert, they will head over to your website and become your customer.
However, don’t expect your conversion rates to explode overnight just because you started publishing valuable content on your website. In fact, it is shown that a webpage needs around 20 high-quality blog posts published regularly before there a noticeable increase in qualified traffic occurs. The focus of your posts should be on insightful content which solves your prospects’ or customers’ problems while proving your expertise in the field.
Video is a great way to show your company’s expertise and experience. It can also help your business generate trust with prospects.
What makes this type of content so attractive is its accessibility; every phone, tablet or computer has one installed. Use YouTube to post your company’s videos. YouTube is currently the 2nd largest search engine to get information. By posting your videos on the platform, you will help your business increase awareness and attract visitors who are interested in your product or service.
What kind of videos should you post? There are plenty of ideas for making engaging videos for potential clients.
You could film your products being manufactured, or describe the many benefits of your services. Show off your facilities, and make interviews with experienced staff members. If you want to prospects to put more trust in your brand, then consider posting video testimonials from satisfied clients.
Even though YouTube is an extremely popular platform, you should also post videos on social media platforms like Facebook or Instagram.
There’s no point in creating compelling content if nobody is going to see it. That is why you should focus on social media as a way to distribute your content.
Don’t only post content on your website-instead share it on all social media platforms for maximum exposure. Your blogs, videos, promotional offers will reach your prospects, who will then head over to your website for further information and content.
Social media isn’t just something people do when they have free time. In fact, a study from 2017 claims that almost the same amount of people use Facebook for business related purposes as they do LinkedIn.
A quick tip when posting on social media is to have an editorial calendar to make sure that content is published regularly. Also, you can reword your content and publish it at a later date.
A quick way to attract qualified traffic is by being active on forums like Reddit or Quora. Many responses on Quora, for instance aren’t careful thought out. So if you provide an insightful answer to a user’s question, you’ll get upvoted. This in turn will result increase your brand’s awareness among your target audience.
Engage in topics that are related to your industry, and add links to your website. If your posts are valuable and you’re able to prove your expertise in the field, then qualified prospects are likely to head over to your website for further information. Remember, thoughtful responses are a great way to increase brand awareness.
Create Content for Industry Blogs
Writing for industry blogs will showcase not only your expertise in the field, but can help you attract qualified traffic to your website.
Industry websites, like association websites are a perfect a way of expanding your company’s reach and attracting qualified leads. Businesses that produce content on industry websites or publications typically receive new inquiries and quality traffic.
You don’t have to post regularly; even once a month will improve your company’s chances of attracting prospects likely to convert.
Don’t forget to include a link to your website on the content you create so that you can earn valuable back links. This will improve your ranking with search engines.
The online space today has many places where you can advertise your business. Probably the best places to attract your prospects via paid ads are Facebook and Google Adwords.
While Google Adwords is a popular option, you should expect to spend more time and money as your marketing campaign develops. However, as mentioned previously, Facebook is a great platform to attract leads to your website. Facebook has grown over the past several years and is an effective platform for drawing in qualified leads.
Facebook ads tend to be less pricey, but their results are comparable to those of LinkedIn or Adwords.
Whichever platform you go for, always keep in mind that your ads should be used to distribute your eBooks, webinars, articles and other forms of content. This will improve the efficacy of your advertising campaign.
Conduct Extensive Market Research
In order to attract quality leads, you need to have a thorough knowledge of your target audience. Like most businesses, you probably have several buyer personas mapped out. They include a breakdown of your prospective customers according to age, location, job title and demographics. While this is a promising start to understanding your target audience, they need to go into a whole lot more detail to be effective.
You want to get a feel for what each section of your target audience expects from your business and the price they’re ready to pay. To come up with this sort of data, you need to carry out market research of your target audience.
A good place to start is by analyzing your current customers. First look at your most valuable customers and pinpoint the features that your most important clients share. This means going into detail and identifying the industry, company size and the role that the contact person has in that organization.
Conversely, if you are after a B2C customer base, then your buyer persona should include information on family structure, income and liabilities, pain points, and reasons why they won’t follow through on a purchase.
The crucial point you want to address with your buyer personas is identifying the features of your business that are the most attractive and the amount of money the personas are prepared to spend.
In a nutshell, you want to get the most amount of details you can on your most valuable clients, and use that to build your customer personas. The more information you can glean, the higher the chances that you’ll attract similar prospects.
Talk to your team members about the buyer personas you’ve constructed and make sure that everybody understands what kind of clients you’re after. Your team members can use that information to come up with products or services that will be valuable to your prospective buyers.
For example, your engineering team can introduce features that excite your prospects. Then, your marketers and salespeople can emphasize these features to different sections of prospects.
Survey Your Target Audience
If you’re having a difficult time getting relevant information about your prospects or customers, then send your existing clients carefully designed surveys. If designed properly, surveys can provide valuable insight into the motivations of your prospective clients.
Firstly ask your customers about the changes your company is considering implementing. Use their reactions to gauge what sort of modifications you should apply to your products or services.
However, you need to carefully construct your surveys in order to get the most amount of useful information. For instance, avoid asking your clients to rank features from 1 until 10 because they’ll typically rank each feature relatively high. What’s the use in that?
Instead, ask your customers to rate your changes according to a most/least layout. By doing so, your respondents will give clear cut responses, which are much more valuable.
Use this type of survey see how your features stack against one another. For example, ask your customers if they prefer design over speed. The respondents will give you a clear response.
Be careful not to overwhelm your customers with a lengthy survey. If you overload your survey with questions, then you run the risk of nobody actually taking the time to give you feedback on your features.
Surveys that take around a minute to complete enjoy a 90% completion rate. On the other hand, surveys that take 5 minutes of people’s time have around a 45% completion rate. So you see that even if you ask too many questions, you’ll end up with fewer answers than with a shorter survey.
There is another added advantage to carrying out shorter surveys: you can ask your customers to fill them out more often! Your customers will not be willing to respond to a survey a couple of times a month if it only takes less than a minute. When sending these short surveys emphasize in the subject line how quick and easy it is to fill them out. Otherwise, your clients might not want to even open the email-most people are not enthusiastic about filling out surveys.
A final piece of advice related to surveys. Make sure that your surveys ask simple and clear questions. Also, the design of the survey should be intuitive provide phenomenal user experience. If your customers become irritated or confused when taking your survey, then there’s a real chance that the information you get will be wrong or misleading.
Getting traffic to your website is not easy. This guide provides you with the most common solutions for companies whose webpages are not attracting the right kind of traffic. However, much like with most things in digital marketing you have to carry out tests and tinker with your marketing strategy and identify what works.