Every Business’ website, even every webpage, should have a clear purpose. A clear “call to action” you want the visitor to take. The content, the layout and secondary elements on that website or page should be designed to clearly indicate what that desired action is and provide the visitor the incentive to take it.
The desired action should be carefully crafted to meet the goals of the company. Obviously all businesses ultimately want to sell their goods or services, but it is not always realistic to sell them directly through the internet. Therefore a realistic interim goal needs to be identified and targeted on the company website. Farland Lee Online Marketing can help you to define your sales process and establish those logical interim goals.
Once the desired action has been defined, the visitor needs to be given proper incentives to take that action. Want your visitors to sign up for your email newsletter? Touting the benefits of the information you will provide them every month is usually insufficient to get most people to share their valuable email address with you. You need to provide them with a little “something something” to take the plunge. A discount, a useful white paper, a free SEO report can all give people that extra incentive to sign up for your newsletter.
Finally, designing effective landing pages designed around each of your traffic sources will dramatically increase your conversion rates. After spending a great deal of time and money to generate traffic to their websites, many businesses then make the mistake of dumping all their sales leads to their home page. This can leave many visitors staring at content that is unrelated to what they were looking for and no clear course of action. This, in turn, will result in less conversions to customers and a higher “bounce” rate which is very bad for your SEO and your business.
Do you need help figuring out a more clear call to action or improving conversion rates?
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