Is your business website simply an online brochure or is it optimized to deliver actual clients to your business? While a beautiful company website can certainly impress, wouldn't you rather have one that converts? Whether you are creating a website yourself or working with a professional, make sure your website includes the following key components:
Relevant Topics of Interest to Your Target Audience
First your business must understand who the target audience is, what their interests and problems are, and how your products or services will benefit them. From there, fill your website with articles and blog posts that are relevant to your audience. Doing so builds trust and credibility, shows you understand your visitors, and helps to position your solution as the perfect one. It also helps boost your presence in the search engines for relevant keywords. Adding relevant content for visitors is an ongoing process for any business website.
Qualified, Highly Targeted Traffic
Once you know who your target audience is, you'll want to find ways to attract that audience to your website. You may need to do some keyword research to find the right keywords to attract that audience. However, keep in mind that your business also wants qualified traffic, i.e., traffic likely to convert. Thus, if you want prospects who are willing to pay a premium for your service, you'll want to avoid keywords attracting those who are looking for "free" or "low cost" services.
Targeted Landing Pages with a Relevant Offer
While attracting website traffic organically via blog posts and SEO has its advantages, it's also a time-consuming, work-intensive process that may deliver prospects to your site haphazardly. Landing pages are pages designed with a specific purpose. They're often used in conjunction with advertisements and email marketing campaigns, though they can be optimized for search engines. They should be highly targeted to match your audience's specific needs and include a relevant call to action. For example, if your target audience is first time home buyers, your landing page must be tailored to appeal to that audience and include a relevant call to action such as "Download Our Free Home Buying Guide". Enticing website visitors to download a free ebook, sign up for a webinar, or subscribe to a newsletter allows you to capture their contact information and begin nurturing them through the buying process.
A Clear and Unique Value Proposition
What does your business offer? How is it different from your competition? How does it benefit your customers? Again, you need to know who your target audience is and what their problems are before you can craft a compelling offer. Your business website should clearly communicate these points to site visitors.
A User-Friendly Design
Even the most relevant, engaging content and landing pages will struggle to convert if your website design is cluttered, slow to load, amateur-looking, or difficult to navigate.
Visit your business website today and pretend you are one of your ideal customers. Does your site have relevant content? A clear and unique value proposition? Is the site attractive, easy to read, and easy to use? If you landed on a given page after a keyword search, would the page make sense relative to the search term? Does it have an irresistible call to action?
These key website components work together to convert prospects into clients. When designing or redesigning your business website, make sure it has all of the above.
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