Conversion Optimization Part 2 – Website Visitors into Customers

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.

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4 Comments

  1. Howard Campbell

    Mike,

    You made some great points on an often over looked topic when building websites. Thanks for the reminder on how it’s “Supposed” to be done.

    Looking forward to the remaining 3 parts in the series.

  2. Hi Howard – Thanks for reading and the comment!

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