So, you’ve invested ££££’s into a new website and it’s sat there collecting dust on the virtual shelf of Google. You expected the phones to be ringing non-stop since the site launch, but ultimately you’ve only had one contact form filled out. And… that was you – Name: Mr Test, email:firstname.lastname@example.org. What can you do?
Alas, all is not lost! Often after you’ve had a new website built, there’s lots of follow on work to undertake in order to get the site in front of the right people, and ultimately drive new business. Here’s some helpful tips on how to get more people using your website:
Structure and User Flow
Firstly, think about the structure and user journey throughout the website. Starting with your homepage, is it easy to get the information required in the quickest way possible? Are there plenty of buttons and ‘Call To Actions’ to take you to the right page / objective?
Sometimes it’s worth sending it to clients/friends who don’t know a great deal about your business. If you assume that when someone lands on your site, they know nothing about your products and services – you’re then more likely to direct them to the right place. We often see time and time again, business owners over thinking their products/services and often wanting to oversell. This confuses the process and although you might think it tells the story, it can be confusing and muddled.
Keep your website structure clear, simple, image lead and plenty of buttons to take people to where they want to be.
Search Engine Work
Easier said than done, but working on your site to improve search engine rankings for your key business search terms will obviously help to drive the right traffic to your new website. Improving site speed, ensuring META data is complete/correct, creating a good mobile site and other on-site tweaks (we can help by the way!) will help your site climb the rankings.
Also, your overall marketing strategy is important in helping with your organic search engine rankings. A strong social media presence, attending regular industry events, regular email marketing, print based marketing etc. will all help to drive more traffic to your website and ultimately help to improve your search engine rankings.
Adwords, PPC or Google Ads – whatever you call it, this form of advertising can be the best way to spend your marketing budget to get sales. Offer a service or high-end/expensive product? Google Ads is a no-brainer.
Google Ads is basically an advertising platform where you can pay to be at the top of Google instantly. The price is essentially a bidding war with your competitors, with a number of complex factors considered to drive the price down. If correctly configured – after running the ads you can see how many clicks, contact forms completed and calls you’ve achieved during that specific time period. It’s this data that makes Google Ads a relatively risk free way of marketing your website. If it works, you spend more. If it fails, you turn it off.
Social media sites are now complete ad-fests. If you go on Facebook, Snapchat, Instagram etc. after a few seconds an ad will pop up, hopefully based on your activity and interests. Facebook is currently far and away the most accessible platform to advertise your website, giving the user a multitude of options to be creative with your advertising and get results.
Facebook Ads work especially with B2C and E-Commerce websites, as usually you’re selling a product rather than a service. One of the toughest parts of launching a new product or an online shop is to raise awareness to the target audience. Facebook gives you so many options within its ad platform, allowing you to target pretty much any information that users provide to Facebook. This makes it much easier to reach out to whatever your niche audience is!
Keep People Coming Back
It’s one challenge to get people onto your website, but then to get them keep coming back and engaging with it thereafter is an even greater challenge. It’s important to do this, as not every person will be ready to enquire or buy there and then. So what can you do?
Firstly, offering good content on your website that gives the potential customer more than simply your products and services. Offer advice, top tips, explainer videos and blogs that inform/educate about the subject area. Get visitors in your marketing funnel by offering incentives to follow you on social media or in return for signing up to your mailing list. Discount codes and subscriber exclusive products work particularly well in this case. Check out MyProtein and Bellroy who do this really well!
Still not sure?
We do this day in/day out. Pop me over an email via our contact form and we can give you some further advice to get your website firing on all cylinders. 🔥