The goals of many small businesses’ marketing efforts are to turn traffic into leads and leads into business. But often times when meeting with business owners, they have an online marketing plan and website that falls short of their ultimate expectations. Having an effective web presence can be a powerful tool to gain quality leads, and we’ve gathered 4 simple ways to do just that.
1. Make information easy to find
In the industry landscape, a brand now competes on a global scale and with this elevated competition, a website must be able to convey important information in a quick and effective manner. Make sure the most important navigation information is displayed in your website’s primary navigation area. Most of the time the main navigation area is located in the top header. However, most websites make the mistake of hiding important information within sub tabs or drop down menus.With the short attention span of individuals today, a site must provide information to the users in the quickest way possible.
2. Make sure your site is responsive
Mobile devices and tablets today have become the main form of communication. Recognizing and understanding that mobile searches now outnumber desktop searches, businesses must realize that their site needs to conform to mobile regulations. In April, Google announced an algorithm change that placed a higher emphasis on user experience. It is simple; Google wants users “to receive an uninterrupted experience.” So what exactly does this mean?
A user should receive a seamless experience on any device that they browse any particular site on, from desktop to tablet, to mobile. There should be no more zooming in and out or scrolling left to right to read content on a site when viewed in a mobile layout. In many cases users will abort a mobile site that does not layout content and information in a user-friendly manner.
3. Have SEO in place to drive traffic
If a business does not already have an SEO (search engine optimization) campaign in place, their competition most likely does. We live in an age where information is at our fingertips. If someone does not know an answer to their question, they get on Google to search for it. If someone wants to find the best coffee shop within 5 miles, they go a local directory.
We live in a world where “being at the right place at the right time” can make or break your business. For small businesses especially, investing in your online marketing can make a world of difference. A business can invest money into the creation of the most visually appealing website, but if it doesn’t show up when users are searching for your services…how effective can it really be?
SEO is marketing that is built for longevity. If done correctly, your site and online presence will continue to grow for months and years after you have made your investment.
4. Obtain user information through your site
Now that there’s an understanding of the importance for driving traffic to a site and a user has gathered information about the business and services, there needs to be engagement. Whether it’s a site that is heavily trafficked or one that receives twenty hits per day, converting traffic into business is the holy grail of online marketing. There should be multiple ways to connect and find out what the potential customer wants.
Have a phone number, email handle and address prominently placed in the header and footer of the website. There should be contact and quote forms displayed in multiple areas and pages where viewers can easily connect with you. Now that you’ve seen these four ways to make your website an effective sales tool, do you have any to add?
Nick Brucker is the President & CEO at Sparq Designs, a digital marketing agency in Pittsburgh. Learn more about him, here. If you have questions about building a relationship, contact the Sparq team today.