<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=349935452247528&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

Business Best Practices: Websites That Attract & Convert Customers

Mar. 21, 2014 | Posted by The Alternative Board
Converting-Website

Your website is most likely the most important online (and possibly offline, too) real estate your company owns. Websites not only provide information and validation for your products and services, but are also an effective branding and lead generation engine when used correctly. This edition of business tips from the top comes from business leaders like you to focus on how to optimize your company website to attract visitors and convert them to leads.

Attract

Search Engine Optimization (SEO) is used to obtain high-ranking placement in the search results page of a search engine (from Webopedia.com) and is crucial to the success and visibility of your site—if you want your target market to find you online. SEO is complicated, time consuming, and optimization parameters change often. Unless you have the knowledge base and talent already in-house, SEO optimization is an activity that this best outsourced.  This service can often be expensive and, as so many things in life, you get what you pay for.

Keep your website content current and timely. Updating your site content periodically will not only keep you site fresh for prospect validation purposes, but will also help increase your site SEO rankings in search engines. One really simple way to do this is to attach a blog to your website and blog regularly. Not only will this position you as an expert in your market, but it will also signal to search engines that fresh, relevant content is being published to your site regularly. Create a blog posting schedule for yourself and stick to it. At a bare minimum, your company should post a blog once a week.

If you haven’t done so already, set up a Google Analytics account for your website. This is a free tool that—at a bare minimum—allows you to track the number of visits to your site, page views and bounce rates. On a more advanced level, you can use Google Analytics to set up goals, tracking where traffic is coming from and how well visitors are converting into leads.

Pro Business Tip

Tracking these metrics carefully will provide you the basis for where you can prioritize and focus your web optimization efforts. Your basic goal should be to increase traffic and conversation rates, while decreasing your bounce rate.

Vector Set Of Line Flat Design Banners For Conversion Rate Optim

Want additional insight? Download Harness the Power of Social Media to learn more

DOWNLOAD

Convert

Once you have a viewer on your site, how do you turn site browsers into buyers? One tactic is to use a “Can we help you?” box that pops up after the visitor has been on your site for a pre-determined period of time. This box can be in the form of a instant messenger, or a short form where the visitor fills in their name and information for an immediate phone call. If you do not have the staff to answer these messages right away, there are services that can respond for you, using information you provide.

Often, a visitor is not ready to purchase on the first visit—or they become distracted and leave the site for other reasons. Many companies use a tactic referred to as remarketing or retargeting, which displays certain advertisements targeted to site visitors across a display network. There are many services that you can hire to manage a remarketing campaign for you, or you can manage your own through platforms such as Bizo’s remarketing self-service tool or Google Adwords.

Pro Business Tip

Marketing automation platforms have become mainstream in many marketing departments, both large and small. Most of these tools allow you to track website traffic sources, social media reach and interactions, and collect leads through online forms to intelligently market to according to where they are in the marketing funnel. Learn more about marketing automation platforms.

This business tips series is all about sharing advice. So, tell us, what website optimization tactics have helped your business attract and convert visitors into leads?

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board

Related posts

5 Tips for Hosting a Virtual Conference
Feb. 23, 2021 | Posted by The Alternative Board
The business landscape has undergone seismic changes since the beginning of the pandemic. Workplace environments are being re-evaluated, with potentially huge implications around the corner. Another...
3 Tips for Rethinking Your Business Model
Feb. 2, 2021 | Posted by Phil Spensieri
One of the important lessons the COVID-19 pandemic has taught many business owners is that business agility is a key component to running a successful business. Business owners are challenged more...
Attract New Talent to Your Team in 2021
Jan. 19, 2021 | Posted by The Alternative Board
Like all other facets of society, the business world has undergone seismic changes in the past year. However, one operational element—the recruitment and hiring of quality talent—remains unchanged....
Focus on Three B2B Business Fundamentals to Rebuild and Grow Your Business
Dec. 18, 2020 | Posted by Quinn Wang
As the first wave of businesses opened up these past couple of weeks, it is critical for business owners to cut through the noise and focus on the three things that matter most, to lead the way to...
Text Message Marketing Tips for Small Businesses
Dec. 14, 2020 | Posted by The Alternative Board
Your current and prospective customers spend a lot of time on their phones, so it’s logical for you and other small businesses to focus on different marketing strategies. Among the most popular now,...
The One Place Your Next Client Could Be Hiding
Dec. 7, 2020 | Posted by Jodie Shaw
When it comes to growing a business, most people look to bringing in new clients, landing a major contract or getting a new sale. What about your focus on existing customers? Your existing customers...
Effective Customer Case Studies Can Boost Sales
Nov. 5, 2020 | Posted by The Alternative Board
What do you normally do when contemplating a major purchase? Like most people, you probably make an effort to see and hear what others have to say about the company you plan to buy from, as well as...
Email Marketing in the Age of COVID-19
Oct. 22, 2020 | Posted by The Alternative Board
In spite of all the changes rocking the business landscape, experts agree that email marketing remains a consistently effective way of reaching customers. In part, this is because companies can...
Tips on Customer Retention Marketing
Oct. 15, 2020 | Posted by The Alternative Board
All businesses strive to acquire as many new customers as possible, but is enough effort being made to retain customers already on board? Remember, there’s a significant distinction in costs between...
7 Ways to Market your Business for Next to Nothing
Sep. 11, 2020 | Posted by The Alternative Board
Marketing need not be a mystery or expensive. For many business owners who are tightening their belts and reducing expenses, marketing expenditures are often the first to get trimmed. The truth is,...