5 Steps to a More Effective Web Site


ATTENTION: Join us on 5/30/2013 for a FREE live webinar on Turning Likes Into Sales.

Are you frustrated by the lack of business your Web site generates? By making some simple changes you can improve the effectiveness of your site. These changes will lead to increased online visibility, more quality traffic and more inbound leads that build your business.

Make it easier for people to find you.

I’m still surprised by how little businesses invest in their search engine optimization (SEO). They’ll spend thousands upon thousands on a Web site but not a dime on SEO. That’s like building a state-of-the-art retail store in the middle of nowhere and not providing directions.

Perform a keyword analysis and make sure the words your prospects use to search appear throughout your Web site, especially in your title tags, headers, body copy and intrasite links.

Stop talking about yourself.

Read the copy on your home page: is it about you or about your audience? Remember: nobody cares about you or your business. They care about their problems, their issues, their pain points. You need to address those issues first before you start talking about how long you’ve been in business, your hours, or even your products or services.

Get people actively involved.

Remember those mailings from the Columbia Record Club? Eleven LPs for one penny? (Anyone under 30 can Google it: music used to come on vinyl. Really.) They would mail you a penny to take from one page and paste it on the return form. Why? Because the market research showed that by doing so they got significantly better response rates.

Get visitors involved by downloading articles, using calculators, entering contests, taking surveys, or clicking links. Passive visitors don’t buy; involved visitors become customers.

Lead visitors down the sales funnel.

This isn’t 1997 and your Web site isn’t a brochure. It’s 2010 and your Web site is your best salesperson. It doesn’t eat, sleep or ask for time off. If you’re not treating it like your number one sales tool, you’re leaving money on the table.

Focus on what your site visitor wants to accomplish and make it as frictionless as possible to achieve that goal. Lead them down that path with clear calls-to-action at the bottom of each page that tell them what the next step is.

If you want the phone to ring, make sure your phone number is at the top of every page. If you want more members for your organization put that application form front and center. If you want inbound leads make sure your calls-to-action lead to a contact form.

Measure and improve.

Take a look at your analytics—your traffic reports—weekly, if not more often. What search terms are people using to find your site? What Web sites or blogs are sending you the most visitors? What caused that recent spike in traffic?

By determining the answers to these and other questions you can continually improve what you’re doing on your Web site and in your Internet marketing. Maybe you’ll see it’s time to step up your activity on Twitter, or cut back on podcasting, or create more videos for YouTube and other video sharing sites.

If you’re not regularly checking your analytics you don’t know what’s working and what’s not. It’s like shooting at a target with a blindfold on.

In Conclusion

If your Web site isn’t generating inbound leads the way you had hoped, take these first steps towards making it a more effective sales tool. It may take a few months after you make your changes before you start to see an uptick, so be patient, but keep monitoring the situation and making incremental changes along the way.

Also consider porting your site over to WordPress or another content management system (CMS) so that you can make these changes yourself, saving you money and giving you more control over your Web site–and ultimately–the success of your business.

If you need help on any or all of these steps, please contact flyte new media today.

–Rich Brooks
President, flyte new media