Learn about the latest changes in online marketing and how it might impact businesses with a web presence.
While this post barely scratches the surface of optimizations you should make to your website, these 5 things are major factors that can greatly influence the effectiveness and profitability of your business online. If your website is lacking in any of these factors, you are leaving money on the table. With that said, let’s take a look at these 5 critical features to a successful business website.
When a visitor arrives at your site, you want to give them exactly what they are looking for. All too often, businesses lose potential customers because they arrive on the page and click ‘Back’ in frustration because the solution they are after isn’t visible. Make sure your pages are well written, contain useful information, and are over 1,000 words in length on average. While there are many other factors that impact how a website is ranked in search engines and its ability to convert visitors into paying customers, it’s important to opt for clear, concise content over techniques that might give you a short-lived boost in rankings at the cost of usability.
I cannot stress enough how vitally important it is for local businesses to develop a long-term SEO strategy for their website. SEO is the process of optimizing your site so that it ultimately ranks well for high converting keywords (keywords that result in the most calls/customers). If you were to search ‘raleigh dentists‘ in Google, for example, you can see the paid listings as well as the organic local results.
In cases where it can cost upwards of $9 per click on paid advertising in Google search results, investing in SEO and ranking well organically is a cost-effective measure (mainly because you don’t have to pay Google for every click you receive). However, SEO cannot be a one-off process. To continually make improvements, or even maintain rankings in search engines, you have to be taking measures to ensure your website is seen by Google as the highest authority website in its field on a monthly (or even weekly) basis. The truth is, if you aren’t actively pursuing SEO right now, especially if you aren’t on the first page for your target keywords, you are missing out on an increasing market of potential clients who look for services online rather than through conventional methods.
So your business website is on the first page of Google for several lucrative keywords, and your pages are filled with beautifully written content that answers visitor questions, is your phone ringing? I can promise you it won’t be ringing as much as it should be unless you encourage your visitors to take action. It can be as simple as asking them to enter their email address to join your monthly newsletter or listing a phone number for them to call for more information. Give your visitors a next step, make it obviously clear for them what to do next.
For example, if you are a dentist that specializes in veneers, you should already have a quality article written to answer several common questions about veneers, such as longevity, affordability, etc. Any visitors to this page are definitely interested in veneers and you should provide them with that next step. Add a ‘Call For More Information’ button below the article, or offer a free “5 Simple Tips to a Better Smile” eBook for joining your newsletter. The key is having a well defined goal for your visitors, and creating a ‘funnel’ through which you can transform these visitors into clients calling your phone.
The businesses I investigate generally go about Social Media the wrong way if they pursue it at all. Interactive websites like Facebook, Google Plus, and Twitter, offer a truly remarkable way for businesses to connect with their clients on a personal level, turning one-time clients into regular customers. And just what is the ‘right’ way to go about social media?
Take a recent client’s Social Media presence that I manage for example. Heather Smith has a conventional web presence through her website, Heather Lane Photography. However, if you take a look at the page, you’ll notice links to her Facebook and Twitter profiles featured in her right navigation. When you visit her Facebook Fan Page, you’ll see that she is able to reach out on a much more personal level with her clients. Past clients are able to give feedback and potential clients are able to ask her questions in a way that is much more accessible for some than a conventional website.
While someone may keep up with her work through her main website, her fans of her Facebook page are much more likely to be reminded of her services (and be easily alerted to any specials she may be running). Similarly to a newsletter, any update she posts to her Fan Page is visible to her hundreds of fans at the click of a button.
If you’ve paid attention to number 3 in my post, you’ll realize that this is a Call to Action. I urge you to take action and get your website up to date with these factors. You might not know the first thing about websites or SEO and that’s ok. It just so happens that I can implement all 4 of these aspects into your business website and help you maximize the profitability of your website. I encourage you to click the button below to contact me and tell me a little about your business (and your website!) and I can transform your website into an online sales tool that works for you 24/7, getting you more clients and making your phone ring. Take action right now and boost your sales.
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Zack - Zack is the founder of Ellington Marketing, LLC and has spent the last ten years building and marketing websites. At the age of seven, he purchased his first HTML book and by the time he was ten, his first website was receiving over 100,000 unique visits per month. Since then, he has continued to design and market websites for himself and his clients. Zack specializes in helping small businesses achieve visibility in search results and social media.