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Getting More Leads and More Sales from Your Website
Getting More Leads and More Sales from Your Website
A high number of websites on the internet never generate a single lead or a single sale, while other websites provide the lifeblood of leads and sales that businesses need to succeed and strive. This web page will attempt to show what leads to the difference between the two cases.
One might think that the critical difference is the traffic to the website, as traffic is an essential part of creating leads and sales from any website. Without traffic, there are no browsers that can help you to convince your clients that your service or products best fit their immediate needs.
The key phrase in the above sentence is “their” immediate needs. Before you start to think about traffic generation, you need to consider who “they” are, but before we jump into that, let us take a step back.
What are the aims of your website? What do you want the site to do for you?
We have found that there are six main aims that people have for their websites:
- Provide a marketing showcase
- Increase brand awareness and reputation
- Inform people about products and services
- Improve customer interaction and customer satisfaction
- Generate sales leads
- Make sales
Some websites will have all these aims. A website is merely a collection of webpages; the vital thing to remember is that although a website will have several goals, each webpage should have a laser-focused primary goal.
Website goals can be defined by first understanding the business strategy and the goals of the business.
On this page, we are going to focus purely on achieving more leads and more sales. Information on the other objectives highlighted above can be found elsewhere on this site.
For the sake of clarity, we are going to take a sample business goal, as defined below.
“To increase company revenue by 300% year on year by acquiring new customers for our accountancy practice”.
This is a quite well-defined goal, although further research and clarification may be needed. We will run with this goal for now.
Firstly, we need to understand a few things:
- What is the current company revenue?
- What is the average spend of a new customer?
- Historically, what are the best services the company has provided to acquire new customers?
- What type of people buy new services from us? (The creation of detailed personas for each group type will be required.)
- Understand how each of these personas looks to purchase these services.
- Understand where these people hang out, both online and offline.
- Define a marketing campaign, which includes traditional marketing and digital marketing, to target these people.
- Define reporting methods for the campaign.
- Execute the campaign.
Again, we are only going to look at a subset of these activities on this page. We are going to look at defining a Digital Marketing Campaign to achieve the objectives of getting more leads and more sales.
Digital Marketing Campaign Components to Generate More Sales Leads and More Sales
In our opinion, all of the components of a successful digital marketing campaign can be broken down into two distinct prime categories:
- People who are searching for a brand, product, service, solution or the answer to an issue.
- People that you need to interrupt to position your product service, solution or brand.
By far the most responsive group is the first group: people who are searching. After all, they have already identified that they desire to gain something or have a problem that they need to resolve.
Where would you go on the internet to find something?
At least 76% of you said “Google”. Google is not only the dominant search engine in the market, but it has also largely replaced older traditional methods of finding services, such as the phone book, the Yellow Pages and trade journals.
For this reason, it is logical that we focus our primary search efforts on the Google platform.
There are two ways this can be achieved.
- Gain organic search traffic
- Pay for traffic
The former is achieved through search engine optimisation, and the latter is made through Google’s pay per click advertising platform.
Gaining Organic Traffic Through Search Engine Optimisation (SEO)
SEO is the process of optimising your webpages content and your website’s power so that it ranks higher in the organic search engines such as Google and Bing.
To understand more about how to go about SEO and the mistakes most people make when buying SEO services, please visit our SEO page.
Buying Paid Traffic From Google
The prime method of buying paid traffic from Google is via its AdWords pay-per-click offers.
These are the adverts that appear at the top of nearly every search page and also at the bottom of every search page. They have not gotten to this position by hard work or merit of content; they have simply paid Google the most amount of money to be in the position they are in. A similar offering is available from other providers on their search engines, for example, Bing adverts.
AdWords is less effective than appearing high in the organic SERPS listings. When screening through search results, only 6% of the people click on the AdWords entries, whereas 94% click on an organic search ranking.
The other prime difference between AdWords and organic search rankings is that, with AdWords, you only actually pay when someone clicks on your advert, but as soon as you stop the advertising campaign or run out of budget, the traffic stops coming.
For more insight on Google AdWords, please see our Google AdWords page.
Getting more traffic on your website is an essential part of growing your business via online means; however, only getting traffic to your site is not enough. To grow your business, you must turn web page visitors to readers and readers to action takers. Many companies fail at this stage.
The page the web visitor lands on must be about how you are going to help them, and it must be in direct correlation to the query they acted on to get there.
The content of the page must be laid out correctly, and you must have highly-compelling content to get the reader to carry on with reading every sentence until such a point as they are convinced you are the best-suited business to help them solve their problem. Then and only then should you ask them to take action. Even asking them to take a small action such as giving you their email address has a perceived inherent cost to the customer. It would help if you, therefore, balanced the perceived cost in the customer’s mind with the value you are going to deliver in return for them taking that action.
Based in Aylesbury
Effective Business Growth Ltd.
6 The Turnpike
Tel . 01844 690010