Your website represents your business on the web. When people search for something specific and find it in the search results, they enter the gateway to learning about your products and services. Appearance-wise, how well you present your website is how your business comes across. Function-wise, how strategically you use your website affects how you can carry out your business. Go about it intelligently, your website can be one of the strongest source for generating leads you have.
While your website is proof of your online presence and where you establish an always-available, always-connected store for your customer’s convenience, it also provides you with the means to reach more customers when you pay attention to customer capture strategies. You can convert casual visitors and ‘passers-by’ to leads and paying customers.
By paying attention to the small details about specific pages on your website, you can (1) boost your rank in search results through search engine optimization (SEO), and (2) capture more email addresses from interested-but-not-yet-committed visitors. What follows is a short list focusing on tailoring the 5 most visited pages of any website to make impressions and convert leads.
Your home page is the first thing any visitor sees when they come in to your place on the internet. It should be easily scannable.
- We are a visual species, and internet users have short attentions spans. Snag their eye with visuals that work with and support the content.
- Update content regularly: Fresh content gets frequent visitors who want to see the latest news.
- In line with supportive visuals, create good copy and use accurate, attention-catching titles — click-bait is a major irritant.
- To grow your mailing list, don’t forget to make an offer of freebies for email opt-ins , and make sure you offer value for their data.
The landing page
- Make sure your business logo is visible and well placed.
- Use good headlines, headings, and evocative language to emphasize the value of your product for your visitors.
- Make sure your call to action is succinct and powerful.
- Move from walls of text and use bullets points to hit home — each ‘bullet’ must address a pain point of the customer.
- If you need them, use relevant visuals to break up the text into manageable chunks.
- Use a short pop-up offer to capture leads if the purchase isn’t closed, so you will still have a chance to reestablish a connection with the reader.
- Before they can close the tab, have a “Thank You” pop-up directing towards a related offer.
The resources page
Make sure your content is organized reasonably to make it easy for your visitors to find what they need. The basics are: making it searchable by date, title or tags.
- Make the pages easy to access and fast-loading. Using thumbnails can make it easier for people to click and save, or click and open.
- Make sure all your information pages are optimized for search engines to bump up your rankings.
The product pages
Be clear about the products options, product specs, and pricing. Give the customer the information they need to make a decision.
- Use your content to show that your product will answer your customers ‘pain points’.
- Putting a call to action on each product page makes it easier to guide the visitor towards making a purchase, or signing up to your email list.
The content pages
Whether it’s reports, FAQ’s or blog entries, make sure your content is easily scannable at first sight. You can save longer reports for downloadable files, or even reserve one of those for your email opt-in offers.
- Use eye-catching, relevant headlines — again, no click bait.
- Link your customer’s needs to product benefits and make it clear your customer’s needs will be answered by the product in question
- Keep the writing tone consistent. Be clear and concise in your copy — save them time by getting to the points you want to make, fast.
- Spell-check and grammar check is SOP– anything else is simply unprofessional
- No walls of text, please. if those are unavoidable, give the option of seeing it all on one page, or breaking the content down into several pages. In either case, don’t use tiny or fancy fonts, and format the content to avoid giving readers eye-strain.
- Keep a rhythm to the content, and keep paragraphs short for easier scanning.
- Make content scannable with bullet points, headers, and short paragraphs.
- Any visuals in the page must support the content.
Optimizing your website for leads just means making the necessary tweaks and adjustments behind the scenes and with the front-end of your website to get the most positive responses you can in terms of sign-ups (email-list or member-ships) and sales. The end-goal is growing your email-list and your sales, so in this sense, strategic optimization means good monetization. All your strategies need to work together to support these two principles of doing online business, and with your website, you can do both.
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