How to Get Better Results from Your Small Business Website.

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January 25, 2013 at 10:07 pm #313

Key Master

So you have a website for your San Diego business, but it’s not getting the results you expected. Not enough people visit your site, and those that do don’t buy—they just hang around for a few minutes and then leave. What are you doing wrong, and how can you fix it?

Start by assessing who you want your website to attract. In other words, who are your business’s targeted customers? Many small businesses try to attract “everyone,” and end up attracting “no one.” Instead, drill down to a specific type of customer you want. For instance, if you sell software to business users, your target customer might be IT managers who have decision-making power and work within apparel manufacturing companies with under 500 employees. Yes, it needs to be that specific, because only by narrowing your focus can you choose the right keywords, content and calls to action that will motivate that specific audience.

Next, figure out the problems that your target customers are hoping to solve. For instance, the IT manager in the example we just mentioned might be trying to deal with the security challenges of bring-your-own-device (BYOD) trend. How will your software help with this issue? Again, the content, keywords and calls to action on your website should be very specific in explaining what your business can do to help. Craft copy that addresses the problems your customers want help with, enlist user testimonials and focus your online marketing and SEO efforts on keywords related to the problems and solutions.

Finally, drive visitors to your site to do more than just visit—get them to take the action you want by creating a “call to action” on every page. To do this, you must first figure out what action you want them to take, and how to “funnel” them down the pipeline. For instance, the IT manager mentioned above would not be ready to buy software on the first visit to your website. Instead, the desired action might be having that prospect click to live-chat with a representative, fill out a form to be contacted by your sales reps, or download a white paper or other information about your products and services.

Design your calls to action so they hit your visitors in the face, using graphics, action words and bright colors to bring attention to what you want users to do. “Sign up,” “Learn more,” “Buy now,” “Chat with us,” or “Got a question?” are all examples of calls to action that can effectively drive visitors closer to becoming buyers.

As you make these changes to enhance your website, be sure that you use your website analytics tools to keep tabs on what’s working and what isn’t. Which pages get visitors to stay the longest? What pages are most effective at motivating action? What sites are referring the most visitors and buyers to yours?

By making these few changes, you should see great results to your San Diego business’s website in a relatively short time.


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