If you’re running a business and you have a website, then your website exists to help you make more money. You might think that this statement doesn’t apply to you unless you’re selling goods or services online, but you couldn’t be more wrong.
It doesn’t matter what type of business you’re in – whether you’re a solicitor, photographer, dog-walker or dentist – your website exists to help you make more money.
It’s surprising just how many business owners think that this rule doesn’t apply to them. By taking this approach, you’re missing out on what is potentially the biggest marketing tool you have available to you.
If your want to achieve the best results from your website, you should consider how it fits into your overall marketing plan. Whatever type of business you operate, there are two fundamental areas you can work on to improve the performance of your website.
Increase your traffic
This is the amount of people visiting your website. They come from a variety of sources such as search engines, social media and both online and offline referrals.
There are various methods you can use to generate more visitors from each of these sources, which will result in increased traffic for your website.
Popular traffic generation methods include search engine optimisation (SEO), pay per click advertising (PPC), social media marketing and offline marketing. These techniques are generally very effective, but there are also many more creative methods that might work well for you.
Optimise your conversion rate
Your conversion rate is the percentage of visitors that complete a goal you have set out. This might be completing a contact form, purchasing a product, signing up to a mailing list, booking an appointment, or any other action that you would like visitors to take.
You can have multiple goals in place, but if you’re new to online marketing then it’s a good idea to have a single, clear action that you can track and improve before moving on to another.
There are many factors which will have an effect on your conversion rate, from the quality of the traffic you are generating (are you reaching the right people), your website design (is it clear, effective, accessible, responsive, reliable), and the quality of your content (does it connect with your audience).
Measure and improve
You should make use of a range of tools and measurements to gain visibility into your entire online marketing process. Collecting and analysing this data will enable you to track the effectiveness of your marketing campaigns over time.
With the right information you will be able to see exactly where your visitors are coming from and what actions they are taking on your website. This will allow you to clearly track which of your marketing efforts are working and identify new opportunities to increase traffic and optimise your conversion rates.
If you are relying on visitors finding you on their own, you don’t have a clearly defined action you’d like them to take, or you don’t know where you stand and how to improve – you need to get in touch with us.
We will work with you to improve the amount of traffic coming to your website, set trackable goals, and optimise your conversion rate.