When someone comes to your website, you don’t want them to stop at the front door. You’d like them to click around, explore, and consider your services. Ultimately, you want them to pay attention to your call to action and become a customer. That’s why knowing what to do with a potential customer that comes across your site is important, and it starts with these simple tips.
Know Your Audience
Where is your audience landing? Is the traffic organic, from AdSense, from a campaign you’re running or from a shout out? It’s important to know your audience, and to get to know them, you need to know where they’re coming from – and put the right information in front of them, too. This could mean designing different landing pages for different visitors (depending on where they came from), or it could mean including information on your one landing page that appeals to all of those audiences. How do you know what to put on those landing pages? By figuring out what particular audiences from specific channels look at. You can do this by looking at your analytics and, if you’re lucky enough to have email subscribers, asking them.
Don’t Put All Your Website Eggs in One Basket
An effective website isn’t just about content, design, optimization, or any one other thing. In fact, it’s about a combination of disciplines. To be successful, you’re going to have to tap into a lot of different veins, and this is the secret to having a successful website as well. While you do want a website to look professional, that’s not all you want it to do. You want to make sure – whether you do your own website or you hire someone else to do it – that you’re harnessing the power of several different techniques that will bring, keep, and convert visitors.
Quality Over Quantity
While having a lot of landing pages isn’t a bad idea, landing pages that aren’t well-written or as forward as they should be can completely destroy any good feelings a potential customer has about your website. However, if the pages you do have are appealing, it’s more likely someone will keep exploring. Everything from your photos to your text and colors should say “quality,” even if that means you need to hire a professional or, alternatively, pay for photos and other elements to make your website perfect.
Try, Try Again
Don’t worry if your first model isn’t successful; a website shouldn’t be static anyway. Things should change as your audience, demand, or skills change. Constantly seeking improvement means you’ll always be looking for new ways to improve your website, and improvements mean more conversions.
Keeping up with what your audience wants can be difficult, but you will be rewarded in the long run.
If you take the time to learn about your audience, diversify your website, keep your quality up and just remember that your first shot may not be a home run, you’ll learn more, know more, and gather more clients.