Conversion Optimization Part 3

conversion optimization turning website visitors into customersIn this article, we’re going to cover how to guide your visitors through your website or landing page and point them to a further action.  As we have talked about before, it does no good to have the best, coolest looking web site in the world if you are not turning any of your visitors into paying customers.  The first steps of course Building Trust and Aligning Your Website and Business Goals, covers the basic of website design and flow needed in order to attract and hold your visitor attention.  Now let’s discuss the science of getting them to buy something through the process of a conversion funnel.

 Creating Value –

One of the very first things you need to establish and quickly mind you, is value.  Your visitors need to see that you offer something of value to them.  This can be accomplished numerous ways.  I usually prefer a nice <H1> Header or Good Graphic with compelling text that is placed above the fold, has high contrast coloring and clearly states the value that you offer to your visitors.  An example:

  • <H1>”We have the best mortgage interest rates in the country with NO closing costs”</H1>

For someone who searched for “low interest mortgage loans” or “no closing cost refinancing” and landed on a page with this at the very top of the page, it screams to them “You are in the right place!”

So now that they know they are in the right place, now what?  Sometimes the above value statement is enough to get that conversion (lead data or sale).  Other times you need to provide more information for them.  This will also add credibility and authority to your page so don’t shy away from this part.  Get real, show even more value and advantages about doing business with you.  I prefer a short opening paragraph (2-3 sentences MAX) and then 3-6 bullet points.  Anything more than that and you may lose their attention.  Keep your information short and avoid industry jargon that might not be understood by someone not familiar with your business.  Some example bullet points that would complement the above header:

  • Close in less than 30 days!
  • 1st, 2nd and 3rd mortgages!
  • No closing costs!
  • Less than perfect credit is OKAY!

Call to Actions (CTA) –

Now that you created value and you have their attention, it’s time to start placing “call to actions” in the body of your message.  A call to action is simply a statement that directs the visitor to interact with you on some level.  It encourages them to take the next step.  Example CTA’s:

  • Request more information now!
  • Apply Today!
  • Call Us Today!
  • Start Now!

Typically for CTA’s, I will use no less than 5 on a Paid Search campaign and no less than 3 on any Conversion Page on an organic site.  I have used as many as 11 before.  The point is, there really is no telling at what point the visitor will be motivated to take that next action.  Make sure you strategically place your CTA’s throughout your landing page so that you don’t miss any opportunities to convert that visitor!

One last note on PAID SEARCH Landing pages.  If you are investing in a Paid Search Campaign, you will want to concentrate your efforts and put a lot of thought into crafting your value statement and CTA’s.  Then, once that’s done, make sure you strip your landing page of useless distractions like “about us” links and social media links.  Save those for the confirmation page AFTER they requested more information, signed up for your mailing list or actually bought something from you!

conversion optimization turngin website visitors into customers

Next up in the series…”Best Practices for Web Forms” followed by “Conversion Measurement and Testing”.  Stay tuned for more!

If you found this article helpful and you enjoyed it, please take a minute and share it [CTA] through any of the social media share buttons located throughout the site.  We love our social media friends and the shares we get and we certainly will return the favor when and where possible.  You can also comment [CTA] in the comments section below and regular commenters receive “Do-Follow” link status to help you with your SEO program!

Click-finders.com offers a full range of Internet Marketing services including Affordable SEO Services, PPC Management, Social Media, Inbound Marketing, Affiliate Marketing and more.  Contact us [CTA] through www.click-finders.com, Twitter, Facebook and our Organic SEO Blog to learn more about Organic Search Engine Optimization and even request a FREE SEO Website Analysis[CTA]


 

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Aligning Your Website With Your Business Goals

Conversion optimization turning website visitors into customer

Turning Website Visitors into Customers!

In Conversion Optimization Part 1 – Website Visitors Into Customers – We covered “Building Trust” with your website.  In this article, we’re going to cover how to align your website with your business goals. After all, what good is it if you build a great website, build trust instantly with your visitor and get them to request more information…but it’s more information about something you don’t sell?!?!?!  Not good right?  So let’s take a look at how we can align our business goals and our website to make sure we maximize our branding and sales opportunities.

Obviously the first step in aligning your website with your business goals is completely understanding what your business is and what it is not.  Only you can as a business owner, manager, executive can decide that.  Once you know though, the hard part is finished.  This is not a post about “how to define what your business is”, however, I will offer a few pointers that are important for your website strategy going forward.

  • Include all stake holders are included in these goal definition processes.  There is nothing worse than you and the other key personnel giving conflicting marching order to the troops.
  • Make sure your employees are well informed about the companies goals, mission and direction and initial plan on how you are going to get there.  The more informed/educated they are, the more apt they are to help you get there.
  • Stick to what you know!  This is especially true of start-ups.  Branching out into vertical markets and offerings only makes sense once you establish yourself as a player in the primary market of choice.  It also helps keep your business goals, employees and marketing efforts aligned and manageable for a longer period of time.

turning website visitors into customers conversion optimization part 2Once you have the business goals outlined, the entire team onboard and ready to serve your customers, it’s time to get to work on your website and making sure you align the site with your goals.  This may seem like a “no brainer” but trust me; there are a TON of sites out there that fail to match the message on their website with overall business objectives and goals.  Some quick bullet points about this step:

  • Match the website design and color scheme to your existing (or new) marketing efforts.  The llok and feel of the website should match and align with your Logo, Letterhead, Business Cards, TV Spots, Radio Spots, etc.
  • Be consistent with your branding message (beyond logo and color scheme).
  • If you custom build landing pages for Adwords Campaigns (or other Internet Marketing), be consistent with color schemes and branding there as well.  Landing Pages get a little flexibility as you need to A/B Test and adjust, but color Scheme and LOGO should not vary across multiple platforms or campaigns.
  • Be sure to us Headings that clearly explain your value proposition “or” what problem you solve with your product and or services.  Again, be sure to match your business goals here.  [#SEOTIP – Do some solid Keyword research before or during this phase and inter-weave your best keywords into your headings, content and alt tags]
  • Be sure to use “plain language” on your website.  Yes we covered this in Part 1, however, it’s too important not to mention again.  Some people don’t even know they your services yet while others not only know it, they are hungry for your products and services.  Make sure everyone can understand you and maximize your exposure and sales.

If you found this article helpful and you enjoyed it, please take a minute and share it through any of the social media share buttons located throughout the site.  We love our social media friends and the shares we get and we certainly will return the favor when and where possible.  You can also comment in the comments section below and regular commenters receive “Do-Follow” link status to help you with your SEO program!

Click-finders.com offers a full range of Internet Marketing services including Affordable SEO Services, PPC Management, Social Media, Inbound Marketing, Affiliate Marketing and more.  Contact us through www.click-finders.com, Twitter, Facebook and our Organic SEO Blog to learn more about Organic Search Engine Optimization and even request a FREE SEO Website Analysis.


 

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the science and art of conversion optimization - part 1That’s the real question isn’t it?  What good is a website or even traffic to your website if once they get there they don’t buy something or at a minimum, request more information from you about the product or service you offer (otherwise known as a “conversion”).  As a small business, there is nothing as important as making sales.  You have to think about those sales, strategize for more sales and constantly test for improvement on your complete sales cycle and processes every minute of every day, if you hope to succeed.

Why would your website be any different?

Contrary to popular belief, your website does not have to be just another extension of your letterhead or business card.   It can in fact be a revenue generating machine!  Given the correct tools, processes and promotion efforts, your website can literally transform your business and catapult you to the next level, in fact, not only to the next level but to the TOP of your market if properly planned and executed and with an unwavering commitment to success.

Welcome to Part 1 of a 5 part series on website conversion optimization techniques.

In this post we are going to cover “Trust”.  Building trust with your visitors is paramount.  If they don’t trust you from the moment they open your home page you have lost a potential customer.  So how do you build trust?  Great question and I’m glad you asked.  Let’s take a look at 3 key issues that build instant trust when someone visits your website.

  • Please have an “Updated Website” – Let’s face it, if you’re trolling along in a 1990’s or early 2000’s website you are losing business.  Websites need to be update/replaced every 2-4 years.  Yes, that’s right…every 2 to 4 years!  Some quick design points –
    • Keep the design simple, clean and product/service related
    • Use a good modern color scheme that instills trust and confidence – there are plenty of color studies/websites out there.  Spend some time on them studying the best color palette to match your business
    • Use images, graphics that tell a story about your products and services and avoid stock images as much as possible
    • Minimize industry jargon and technical mumbo jumbo.  Explain your company like you were explaining it for the first time to potential customer who does not even know he or she needs your business yet
    • Stay abreast of the latest design trends, what your competition is doing, what your vendors are doing with their websites and emulate and build on the best sites you can find.  Please don’t take that as you should “copy” what they are doing.  I mean to say that you should “steal” them instead.  If you are thoroughly confused or questioning my morals at this point, watch this short video to see what I mean by that:

 

  • Whenever possible use your own picture on your website home page with a meaningful, powerful quote about the value your business offers.  Stock photos are okay, but nothing builds trust like a good picture or better yet video of the business owner(s) on the home page smiling and telling a story.  It is hands down one of the best conversion tools out there.  There are countless news articles, blog articles and conversion whitepapers you can read about images on the home page that verify this.  A quick Google search will yield a treasure trove of data on the subject.  In the picture, be sure to be yourself!  Dress how you normally dress and smile like you normally smile.  Faking it won’t cut it here and will be seen right through.  Again…BE YOURSELF!
  • Lastly…build instant trust with references.  These can be in the form of industry associations, the Better Business Bureau, customer and vendor references, Chamber of Commerce, etc.  Wherever you can you should share who you have worked for (company logos work well), testimonials (quotes & videos) and bullet points.  These send a powerful message that someone before the current visitor has trusted you enough to hire you.  Don’t underestimate the power of this technique for conversion optimization. 

If you found this article helpful and you enjoyed it, please take a minute and share it through any of the social media share buttons located throughout the site.  We love our social media friends and the shares we get and we certainly will return the favor when and where possible.  You can also comment in the comments section below and regular commenters receive “Do-Follow” link status to help you with your SEO program!

Click-finders.com offers a full range of Internet Marketing services including Affordable SEO Services, PPC Management, Social Media, Inbound Marketing, Affiliate Marketing and more.  Contact us through www.click-finders.com, Twitter, Facebook and our Organic SEO Blog to learn more about Organic Search Engine Optimization and even request a FREE SEO Website Analysis.


 

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small-businessAs a small business owner, the term affordable in any marketing piece always makes me either laugh a little or cringe.  Depending on the piece, I can almost tell instantly whether or not I can afford to participate or not.  When it comes to SEO (Search Engine Optimization) though, the term is not always so transparent.  When the marketing piece you have to make a decision on often looks like a standard Search Engine Results Page (SERP) entry, how are you supposed to know who brings value and who does not?  The answer is simple, you don’t!  You have to actually click through the link and get to the website and then start the process of beginning to discern whether or not the term “affordable” actually applies to you and your business, or if it doesn’t.  Make no mistake about it though, you are the one who defines the term affordable, not the SEO Company or their slick website full of SEO’d copy and fancy <H1> tags telling you how “affordable” they are.

So how do you make the final call; Affordable or not?  It’s actually pretty simple if you stop and apply some simple yet effective business decision making strategies.  Weighing the “cost benefit analysis” is almost a must.  In other words, is the cost of the product or service going to benefit your company bottom line or website in a meaningful and real way?  To determine that you have to gather information on the services provided by the SEO company, previous customer experiences with the SEO company and some solid examples of ranking sites well.  To take it even a step further, are the examples provided using real Keyword examples, Keywords that are competitive or super competitive and bringing real traffic?  Does the SEO Company offer Analytics tracking and reporting?  Conversion tracking and reporting?  Landing page development, A/B and Multi-Variant testing and optimization?

These are the things that make a real difference to website owners, not just being on page one.  What good is it to be on page one of Google if the traffic it brings never gets converted into a paying customer?

So back to the original question;  What defines affordable SEO services for small business?  The answer is simply this…if you can make the payments to the vendor and they can deliver the traffic, conversions and revenue that will grow your business, how can you afford NOT to hire them?

One final thought.  Doing “something” is better than doing nothing.  If you can only afford $100.00/month to invest in your SEO program, then do it!  We have customers that start that way and within a couple of months they are able to increase that investment and therefore increase their results.  The point is this; they started with what they had, and that is much better than hoping or wishing SEO onto your site.

If you found this article helpful and you enjoyed it, please take a minute and share it through any of the social media share buttons located throughout the site.  We love our social media friends and the shares we get and we certainly will return the favor when and where possible.  You can also comment in the comments section below and regular commenters receive “Do-Follow” link status to help you with your SEO program!

Click-finders.com offers a full range of Internet Marketing services including Affordable SEO Services, PPC Management, Social Media, Inbound Marketing, Affiliate Marketing and more.  Contact us through www.click-finders.com, Twitter, Facebook and our Organic SEO Blog to learn more about Organic Search Engine Optimization and even request a FREE SEO Website Analysis.


 

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Kick Start Your SEO Program by click-finders.com

Quality Content is the Heart of any good SEO program!

At click-finders, we like to think that the entire process of online promotions – with SEO related activities being the majority of our core work – is like the working machinery of a clock tower (or any time piece for that matter): the gears move all the time and the machinery is forever in motion, whether you see the gears turning or not.  Of course, all websites can’t afford to be as nonchalant as actual clock towers are, can they?  When lively hoods and jobs depend on sales and when the website is counted on for all of, or a portion of those sales, then it hurts when no one visits that website.  In addition to that, when your content isn’t shared on Twitter and Facebook, not only does it sting a bit personally, it’s also a possible indication of website activity, which us why the major search engines like Google and Bing are placing more and more emphasis on social signals.  That’s why internet marketing – including SEO – isn’t a one off marketing method anymore; there are many aspects and tools that must be employed successfully in order to win in the game of SEO.  The problem is everyone wants it today!  They want the success and benefits of good SEO Services without doing the work.  You’ll be forgiven to think “short-term” and “instant” because that’s how we’ve all been spoiled and pampered in today’s fast paced, “got to have it now” society.  In fact, be careful if you think that way with SEO because you are sure to be disappointed (best case scenario) and financially hurt (worst case scenario) if you fall into the trap of a disreputable SEO who promises one thing and delivers another. 

“There are no magic tricks to ranking well.  No secrets that I can share that will have you on the top of Google tomorrow for a competitive keyword.  There is hard work, technical aspects, ups and downs and a commitment to this marketing method that you have never experienced before.  But if you do it well, the payoff can change your business forever!” 

Start with your own content

First of all, are you building content on your website?  Is it industry related to the products and services you are offering?  If you are, then let’s assume that all of the individual pieces of the content you produce are like individual products.  If your blog posts, articles, whitepapers, reports, and social media content were to have a price tag, what would they be worth?  Would you look at your own content as something you would actually pay for?  Is it so valuable to your potential visitors that they would pay for it?  If not, you may want to rethink your content strategy.  

Be in the mindset that every post, article, or report could have made you money if you sold those pieces individually (complete with copyrights).  Only, you don’t charge for such information.  You give it away for your readers for free on your blog or perhaps as a digital download. 

It’s this kind of information that’s shared, commented on, and linked to in today’s internet world.  Do you see the SEO part kicking in?  All those social signals pointing to your site, the numerous natural inbound links, the natural referral traffic – all this increases your opportunities to rank well while giving tremendous value to your readers.  

Social Media

Recently, we published a post on the possible ROI of Twitter [What is the ROI for 10,000 Tweets on Twitter].  If we wanted to, we could spend countless man-hours analyzing the impact of our social media efforts on our business.  You could do the same for your own business.  But we would be missing the point entirely: Social Media isn’t like advertising on mass media.   Don’t get us wrong, measure your efforts and ROI, but don’t lose sight of the fact that social media is about sharing, not selling.  Social media is about being “social”; it’s about the strength of your core network. It’s about the unhindered word going out when your brand, products, and services are discussed.  And when you do it really well, even “you” as a person will be discussed.  Somehow, somewhere, all of this tends to come together and mean something for you, your brand, and your ROI.

The work is a never-ending cycle and is certainly resource-intensive; it takes patience and resolve.  It needs you to be committed and relentless.  But if you are, the rewards are limitless.  Are you ready to succeed in internet marketing and SEO?

If you found this article helpful and you enjoyed it, please take a minute and share it through any of the social media share buttons located throughout the site. We love our social media friends and the shares we get and we certainly will return the favor when and where possible. You can also comment in the comments section below and regular commenters receive “Do-Follow” link status to help you with your SEO program!

click-finders.com offers a full range of Internet Marketing services including Affordable SEO Services, PPC Management, Social Media, Inbound Marketing, Affiliate Marketing and more. Contact us through www.click-finders.com, Twitter, Facebook, Google+ and our Organic SEO Blog to learn more about Organic Search Engine Optimization and even request a FREE SEO Website Analysis.

Credit for image [Table of Elements for SEO] –  http://searchengineland.com/seotable

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