HOW DO YOU MAKE YOUR WEBSITE A SALES ALL STAR?
#1. Who are you talking to?
This is a great opportunity to make your website as good as your best sales person (maybe better!) It starts with, who you want to attract to your site, otherwise known as your target audience, or persona(s). Do you have a clear picture of the ideal customer for each of your services? What are their pain points? How is your service or product a solution to their problem? When they get to your site, does your "first-to-eyeball test" tell them they've come to the right place for their solution to be found?
If I'm looking to buy a car and I land on a site of car parts, I won't stick around. They failed the test! The important part here is to do your market research (due diligence) with your current customers, successful competitors sites, blogs, white papers, conversations, etc. to know your persona's needs.
#2. What do they need to know when they arrive?
After the site passes the first-to-eyeball test, it needs to have a great solution(s) to the visitors issue or problem. For example, if you need an eye exam, and you go to an ophthalmic practice's site to make an appointment but cannot easily find a way to schedule online, you may go other places. If you are looking for a specialty treatment and it's not easily found, you may go elsewhere.
Make what your visitor cares about most, easily attainable, and written so that they understand the solution from a their point of view, not the business'es. For example, a medical website that talks from a medical point-of-view, may be too technical, or full of jargon for the lay person. Patients have to know your qualified, but after that, they need to know how what your procedure will effect them. Create FAQ pages for the most complex or popular services you offer. In the case of a medical practice, add the patient experience and show the procedure on video if appropriate (editing out the scary parts!) Make sure to add customer reviews and links to your review sites.
#3. How to keep them on the site?
Make your information as interactive as possible. It's kind of old news now, but video is a great way to keep them interested. Also helpful, compelling content visitors can download, keeps them coming back for more. Consider using dynamic content, so that when someone revisits the site they see different content or offers than they saw the first time. This is a great and affordable way to give visitors a unique experience each time they visit.
#4. How do you capture visitors and make them a lead?
If you've done a good job of #1 - #3, and you add value with offers they can't resist, they will fill out a form with their information, or subscribe to your blog, and you have captured them as a lead. Now you can nurture them to become a customer.
If you follow these four steps, you are well on your way to capturing qualified leads. Keep up with creating great, new content that your visitors are looking for, and your site will work for you 24/7 to make you and your sales team look like all-stars.
Need more ideas for gettin leads? Download our free guide, The 30 Greatest Lead Generation Tips, Tricks & Ideas.
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