Marketing your website can feel like a shot in the dark. With low click-through rates from social media channels to the ever-difficult challenge of getting your website to the top of search engines, it can forever feel like getting people to your site is an effort in futility. This, however, is not the case. With the right marketing plan and strategy, though, you can improve your site visitors, optimisation rate, sales, and more.
When it comes to your marketing strategy, your website’s conversion rate is one of the most important metrics to consider. A website with a high conversion rate means that site visitors are exploring your website and engaging with it. This may be reading, commenting, signing up to your newsletter, or buying from your site outright. All of these activities improve your brand and help you build a thriving and engaged community around your business.
There are many different methods that can help you to boost your website and your business, but you cannot benefit from any of those activities if site visitors stop at your home page. If they visit your site and don’t click through, then they aren’t giving your website a chance. A high bounce rate is a key sign that your website needs an overhaul. A good way to manage this overhaul is to use these key steps:
1. Optimise Your On-Page Content
A great way to market your website is by ensuring the website itself is worth visiting. Before you worry about the content, consider the structure and technical elements of your site itself. If it looks terrible, if it doesn’t work, or if it doesn’t even adapt to mobile viewing, then it needs to be improved. A good way to improve these elements in a way that goes beyond first impressions is by making improvements with search engines in mind. This way, you can improve your domain authority and the experience your users will have when they visit.
2. Hire Professionals to Improve Your Conversion Rate
Improving your overall website and also thinking more critically about your total message are great places to start. However, if you want to get much faster results, you will want to hire experts. The best conversion rate optimisation services include everything from CRO testing, UX and UI design, web analytics, tracking and reporting, and even user research and profiling. They can help you improve your landing page and see higher conversion rates overall by working with your business individually.
3. Consider Your Marketing Message and Content Delivery
Every marketing campaign should be directing traffic to your website, but you need to be careful with what information you promise. Consider the message of your campaign and what content should be on your landing page. Don’t be afraid to experiment, either. A/B testing is an excellent way to determine which message suits your campaign the best. Tweak and adapt the message as well so that you can find the right approach to your landing page and increase the conversion rate for every marketing campaign you invest in.
For example, say you design a marketing strategy around information and promise an in-depth understanding of why this product works and how to use it. If you then connect that user who is looking for information with the product, and without any explanation, they’ll click away. This is because you did not fulfil the promise of your message. Instead, offer them that in-depth guide that will then connect them to the product.
4. Invest in Content and Content Marketing to Keep Visitors Engaged
Content is a great marketing strategy and an excellent way to keep your visitors engaged with ongoing reasons to return to your site. A great newsletter and blog are great places to begin, but don’t stop there. You can offer secret sales, membership benefits, and more to encourage more people to engage with your site and stay active with your brand.
In fact, when it comes to increasing the engagement on your website, content is your best friend. A great, informative blog can be shared by users, commented on, and read. Your blog can covertly market your service or product and keep your customers on your site with your branding front and center.
Don’t be afraid to market your content, either. Post your blog pieces on LinkedIn, blog streams, and social media. Market your content directly to your customers to keep them returning and hopefully buying. Make your content the reason to return so that they can then see your new products, sales, and offers. This is how you turn one customer into a repeat customer.
5. Continuously Improve
Trends come and go. Information updates. What customers will be expecting from a professional site changes. You need to continuously improve your website and content marketing strategy so that you can continue to see high conversion rates and an increasing number of customers, sign-ups, or clients. This will be key to helping you stay afloat. However, it can also help you discover what makes your business unique and how best to connect with your target audience.
