One of my favorite sessions at the GrowSmartBiz Conference on November 5 was a Technology Track panel discussion that offered valuable, no-nonsense ways to convert Web visitors into customers. Thanks to Jennifer Shaheen, President of the Technology Therapy Group, Melinda Emerson, the Small Biz Lady, and Walt Rivenbank, VP of the Mobility Applications Consulting group at AT&T for such great information!
Their strategies are fairly easy to implement, but they will require some time. Here’s what to do:
1. Check Google Analytics to find out whether your Web visitors are staying.
If you don’t have an account yet, get sign up for one today (it’s free, natch). One of the things Google Analytics looks at is your website’s bounce rate. If people are visiting your website but not staying long and not moving from one page to the next, it’s not good. It means you are probably not supplying them with the information they are looking for and you are definitely not converting them into leads, let alone customers. It also means you need to update your website.
2. Have a clear call-to-action (CTA).
Update your website by offering a consultation, white paper, how-to guide—anything that is both educational and valuable. As Melinda Emerson, the Small Biz Lady, said, “Give away your best stuff.” But you’re not giving away anything for free! Before they get that free consultation or white paper, ask them for their name and e-mail address. Your web designer/programmer can help you set this up.
3. Be sure your CTA is easy to find.
Don’t hide your CTAs! Add them to every page in the form of a big button that is hard to miss (it need not be a garish eyesore, just prominent). If you have a shopping cart, make it a really big button that is easy to click on.
4. You have 7 seconds to convince your Web visitors to stay.
Your website is your home base and most visible online presence. Because you only have 7 seconds to grab the attention of your Web visitors, your home page must be especially well-written. As you are writing—or re-writing—your website content, also keep in mind that your website is not a book—people do not read it from beginning to end.
5. No handouts.
When you give a presentation or workshop, do not hand out information that elaborates on your topic. Instead, ask attendees to visit you online at your website, Facebook page, or Twitter account to receive some great information that they will find useful (really sell it!). You can, however, give them a one-sheet (a one-page brochure) that acts as a CTA. It should only include some information to pique their interest. Your goal is to get them onto your website or connected to you via social media so you can continue to engage with them and convert them into customers.
Photo Courtesy Shashi Bellamkonda
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