As a website designer, I spend a considerable amount of time looking at prospective client websites and talking to business owners about their websites. For most businesses, their number one goal is to increase the number of legitimate leads coming through their website. However, most small businesses are still operating websites that only reinforce credibility. That is, new business comes by way of traditional channels such as referrals, public speaking, direct mail, networking, and advertising, and the website serves to support those leads. Websites today can absolutely bring in new qualified prospects but only if a business approaches the website and internet marketing process strategically and invests in website marketing strategies.
A small business owner’s goal should be to invest in a website that drives marketing and brings in new business on its own through Google search. Do you have a conversion strategy for your website? The competition online is fierce and most of your top competitors probably have great websites. How does your internet presence compare with theirs? There are hundreds of new small business websites launching every minute. Small businesses should have website marketing strategies in place to capitalize on website traffic.
Website marketing strategies are also constantly changing and it’s hard for small businesses to keep up with the changes. Website marketing strategies from three years ago no longer work today. This means that it’s time for new website marketing strategies. But it doesn’t necessarily mean that all small business websites need to be redesigned. As long as your website is responsive (adapts to various devices and screen sizes), easy to update (is built on a content management system like WordPress, Joomla, or Drupal), and has a modern look, you don’t need to undergo a website redesign. Instead, consider investing in new website marketing strategies.
Website Marketing Strategies that Bring in New Business
Identify your ideal prospect
As you think about strategies to bring in new business, you should first start by identifying your ideal prospect. Who are your marketing to? Who is your ideal client? What are their pain issues? What questions do they always ask? When they hire you, what value will they receive? Why do they buy from you and not your competitor? Create a website strategy that communicates clearly and persuasively to your ideal prospect.
Add a conversion strategy
The biggest mistake small businesses make is not having a conversion strategy on their website. Too often the focus is on driving the traffic to the website and not on what happens when people get there. Without a conversion strategy, these visitors will never turn into leads. You will lose any traffic that isn’t ready to buy the moment they visit.
When someone visits your website, they are trying to solve a problem. Make it easy for them and help them solve that problem.
Google rewards sites that educate by ranking them higher in search results. When you deliver value and educate, your visitor is much more likely give you an email address or contact information in exchange for your valuable content. Suddenly you have a conversion and are building a marketing list of ideal clients. Even if they don’t convert to a customer at that minute, they are on your marketing list and in your marketing pipeline.
Drive traffic to your website after adding your conversion strategy
Traffic is an important part of the equation, but too often, businesses drive traffic to their website before they have a conversion strategy in place. There are many ways to drive traffic:
Strategy is more important than the visual design
Spend your money on strategy, traffic, writing and photos first. If you get all these right, your website will perform well for you. If you have money left in your budget, you should invest in a custom visual website design.
A $700 website will not help you build your business
There are thousands of website designers who will gladly take $700 or less of your money to design a website. Building an effective website requires strategy and strategy takes time and expertise. Strategy always starts with understanding your target audience and your audience’s needs and then figuring out the right messaging and communication strategy. There is no way that a $700 website can deliver this kind of strategy.
Wonder how your website measures up? Schedule a 90-minute website and internet marketing strategy session with Gabe Seiden.