<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=290086984736480&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

Websites That Attract & Convert

Mar. 21, 2014 | Posted by The Alternative Board Worldwide
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

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 Worldwide

Related posts

Aligning Employees to Your Company Culture
Apr. 25, 2019 | Posted by The Alternative Board Worldwide
Every organization comes with a unique culture, a set of agreed-upon values that govern the way the company does business. Some companies are better than others in defining that culture, so that...
When You're the HR Department for Your Business
Apr. 23, 2019 | Posted by Phil Spensieri, TAB York Region
Human Resources (HR) is an area that seems to cause most business owners the highest amount of stress. Unfortunately, without an HR Department, HR issues become the responsibility of you, the...
How to Appreciate (And Retain) Your Employees
Apr. 16, 2019 | Posted by The Alternative Board Worldwide
Any business that doesn’t place a high priority on employee appreciation is likely one that sees a fair degree of employee turnover. Back in the day, simply paying a worker on time—and perhaps...
Can You Have a "Fun" Workplace that's also Productive?
Apr. 11, 2019 | Posted by The Alternative Board Worldwide
Somewhere along the line, the idea of a serious, no-fun-zone workplace became institutionalized among American businesses. For a long time, that meant no intersection between “work” and “fun.”...
What are the Worst Mistakes You Can Make as a Leader?
Apr. 4, 2019 | Posted by The Alternative Board Worldwide
It takes a lot of smarts, experience, vision, intuition and skill to be an effective CEO or business owner. But all leaders must be mindful that their ability to make mistakes—just like everyone...
How Stronger Vendor Relationships Can Spur Growth
Apr. 2, 2019 | Posted by The Alternative Board Worldwide
Vendors may not seem like a high-priority constituency to most CEOs and business owners, but in fact, a strong business-vendor relationship can significantly boost growth. Unfortunately, many people...
Are You Ready For Your Exit?  Creating Your Exit Strategy
Mar. 26, 2019 | Posted by Phil Spensieri, TAB York Region
As a business owner, at some point, you will start thinking about what’s next; very often this thinking results in creating an exit strategy (or exit plan) Many business owners that I work with...
How to get better at Consultative Selling
Mar. 21, 2019 | Posted by Joe Zente, TAB Austin
Over the last year, I have interviewed over 100 salespeople on behalf of our clients.  I asked every one of them at the onset to describe their sales approach or methodology. In over 85% of cases,...
How A Brand Strategy Can Help Your Business Grow
Mar. 19, 2019 | Posted by The Alternative Board Worldwide
Amazingly, even in our highly brand-conscious times, it’s not always clear what people mean by “branding.” Different experts place emphasis on different elements in the brand strategy, so it’s...
How to Plan a "Pivot Strategy" to Grow Your Business
Mar. 12, 2019 | Posted by The Alternative Board Worldwide
“Failure” is a word no CEO or business owner is comfortable with. But inevitably, failure occurs all the time (in lesser or major ways) in the business world. Small companies can’t get a foothold in...