3 Online Website Tips to Build Trust and Win More Sales.

3 Online Website Tips to Build Trust and Win More Sales.

 Improve the User Experience

 

If you had a shop and the only way customers could access this shop was by climbing three flights of stairs, knocking on the door, then waiting for 30 seconds to be allowed to enter. Then when they finally gain entry they have to fight their way through a complicated maze to reach the check-out. Your shop would probably have very limited footfall, a low sales conversion and very few customers who would come back or recommend you.

 

Clients don’t want to climb up stairs, knock on doors, wait, fight through a maze or see unrelated information.

 

Today’s Clients want exactly what they were looking for, RIGHT NOW!

 

As a business owner, getting targeted visitors on the Internet can be easy. However if you don’t know where to start it can also be very difficult and at times, costly.

 

When you put so much effort into attracting visitors to your website, the last thing you want them to do is to leave before following your call to action, either because they didn’t like your content, were confused by the layout or it simply wasn’t clear what they were supposed to do next.

 

Google’s goal is to provide the user with the most relevant and best search experience possible.

 

When a user lands on your site, courtesy of a Google search, will they be satisfied? Will your information be relevant to that search term? If over a period of time people leave your website prematurely then your Bounce Rate will increase.

 

Google is inclined to believe that a web page with a high bounce rate is not answering the users’ search queries, so the search engine will eventually move your page further down the ranking and replace it with another page that it feels can provide a greater experience for its customer.

 

Develop and Implement a Content Markting Strategy

 

content marketing

 

On the Internet the content you create is the fuel for your website. Without the creation of fresh and relevant content that attracts readers, ignites conversation and encourages social media sharing, then both users and search engines will lose interest in your site and go somewhere else.

 

Think of it like this, would you continue visiting the same cinema that showed the same movie over and over again? No, you wouldn’t. And neither would anyone else, they would simply move on to the next cinema to see the latest Blockbusters.

 

The same goes for your website, if the information is stale and out of date people move on. As a business owner it is not easy to produce content on a regular basis but the truth is you should be or you should have a content marketing strategy in place where a member of your staff produces a piece of content each week in line with the theme and brand of the company. Just think about the most common questions that your clients ask and use that as your basis of a content marketing plan.

 

However you decide to create content, whether it’s yourself, staff or outsourced, it doesn’t matter as long as the content is of high quality and relevant. The greater the quality of the content then the greater the chance of the content getting Liked, Tweeted, +1 and generating extended visibility and SEO benefits via social signals.

 

Build and nurture relationships

 

Approximately 96% of visitors that come to your website are not ready to buy. Therefore you need to make sure that your website speaks directly to that golden 4% that are ready to buy right now but you do not neglect the 96% who may be in need of your services in the future.

96-percent-of-website-visitors-are-not-ready-to-buy

 

 

Take a proactive approach to capturing leads through a variety of appealing offers that target customers at different stages of the purchasing cycle. Make sure your calls to action lead to a congruent lead capture page so that you can gather their email address and begin a lead nurturing campaign.

 

In order to generate new leads and sales send an email, or a series of emails, to your existing database- or invest in a mailing list so you can inform those that have shown interest in the past, or people who fit your targeted demographic, about your expertise.

 

Make sure that you follow the Privacy and Electronic Communications Regulations:

  • Have the person’s permission to send the email
  • Provide a means for the recipient to unsubscribe from future mailings.

 

Email should be an integral part of your marketing campaign, as such there should always be a method for new visitors of your website to sign up to your mailing list so they can learn more about how your business can help them solve their problems and position you and your business as the experts to do it.

 

A good way to incentivise this is to provide a free giveaway; this could be a series of videos, a report or an eBook that would be of value to your potential clients and in the process help highlight your expertise in your field.

 

Online marketing is more than setting up a website, putting up a few adverts and sending a couple of promotional social media messages. Online marketing is about providing an excellent online experience, and establishing your company and employees as experts to increase your value to customers and make them more likely to buy from you.

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Is Your Online Presence up to Standard For 2013?

Is Your Online Presence up to Standard For 2013?

Is Your Online Presence up to Standard For 2013?

online presence 2013This week the UK’s biggest department store chain, John Lewis, announced their incredible December sales figures: growth of 13%. This was despite poor performance in the retail sector in general and partly due to Internet sales growth of 44% on last year.

John Lewis’s managing director, Andy Street said, “That hour when we opened our clearance website, at 5 o’clock on Christmas Eve, was our single busiest day online, ever.”

It isn’t just John Lewis who have noticed a huge increase in online customers either. Information service Experian announced record numbers of people visited UK retailers’ websites over the festive period. UK internet users made 84 million visits to retail websites on Christmas Eve and 107 million visits on Christmas Day, up 86% and 71% respectively compared to the same days in December 2011, according to Experian. The Boxing Day level – 113 million visits – was 17% up on the same day in 2011.

The growth of the internet means that shoppers are using digital devices such as tablets and smartphones to search for bargains – then only travel to those specific shops to buy those items if they need to.

So what does this mean for non-retail businesses?

With consumers becoming more and more accustomed to being able to check online for what they want, when they want it, the online trend is only set to get bigger and bigger. People no longer need to rely on information they get from friends and family – they have the whole world at their fingertips via the internet.

It means that whatever service someone requires, whether it’s a builder, solicitor, Dentist, Accountant or Beauty Salon, they can find the information online, research several companies, get reviews from other customers and potentially have made up their minds on which one they will use before they even pick up the phone to enquire in person.

Whatever line of business you are in, you need to ensure that your business can be found immediately that people search for you online. Whether or not they know your business name, if they search for your type of business, in your local area you need to be found. Even if your business demands that sales are made offline (like a Dentist, or Beauty Salon) people still need to be able to look for and research you online.

The internet means that even small businesses tucked away on quiet roads can compete with much bigger high street premises. With all the potential competitors out there, once someone has done a search on the internet they are presented with what can fit on to one page of the screen. Suddenly, your competition isn’t every business in the area, it’s those 7 or 8 businesses whose online presence is good enough to put them on the front page.

online reputation managementFor any business, reputation has always been important, but now that so much business and research is done online with less human involvement from the business in question, online reputation management has suddenly become even more important. Unless your business’s internet presence is top notch, you could be losing business hand over fist and not even know about it.

John Lewis has managed to do what an awful lot of businesses haven’t: they’ve kept their department store business strong and also built up an excellent Internet business that leverages the brands great reputation.  If they hadn’t built up their internet business, things could have been very different – there is already a long list of now closed down high street names who failed to capitalise online.

Don’t let your lack of an online presence make 2013 an unlucky year for your business!