In 2016, it’s absolutely essential that your business have a professional website, for many reasons. Not only does it add credibility, keep your customers informed, allows you to be available 24/7, and help you improve customer confidence, but it’s also critical for getting new customers. The business world of 2016 is digital, and you have to be visible online. However, you can’t just expect to create a website and have leads pouring in. There’s more to it than that. You need to implement inbound marketing activities that will help you get new customers from your website. The fact is your website can be your most powerful sales tool, if you play your cards right.
First things first, you have to attract new visitors to your site before you’ll be able to convert them into new customers. There are many ways to do this, and it’s wise to use a multi-pronged approach. You should use search engine optimization (SEO) within all of your web content to help search engines crawl your site and index it. With SEO, you research keywords relevant to your business and products or services—keywords and phrases that potential customers would use when looking up information about your type of company on search engines—and then add these keywords into your content, tags, descriptions, etc.
You should also use social media to promote your website. Social media sites like Twitter, Instagram, and Facebook are great platforms to attract leads to your website. Be active, engage, have conversations, share content, and soon, the leads will come.
You can also attract web visitors through AdWords campaigns. These are pay-per-click ads that show up on search engines.
In addition, adding a blog to your website is a good way to lure people in, and it helps greatly with SEO.
It would also behoove you to add your website address to all of your correspondence—your emails, your letterhead, your business card, and everywhere else to let people know about your site.
Create Stellar Web Content
But just generating traffic with the above initiatives isn’t enough. You won’t be able to get new customers from your website if these visitors don’t find anything worthwhile when they enter it. They’ll leave before you can convert them, which you need to prevent. So you need to create awesome content that will reel them in. Content can come in many forms—video, infographics, whitepapers, e-books, FAQs, etc. The content you create should be focused on your audience—their needs, wants, desires, and pain points. It should answer their questions and give them the information that they’re looking for. It should have a healthy mix of entertainment and education. And it must be high-quality content, without grammar or spelling errors, or you’ll lose credibility and trust.
Focus on Conversion Techniques
Once you have web visitors, and they’re staying on your site, you need to focus on conversion. To get new customers from your website you need to know how to convert traffic to leads, and leads to customers. Create CTAs and landing pages to entice your web visitors to give you their contact information in return for a great offer, such as a downloadable e-book or a monthly newsletter.
Once you have their contact information, you must start a lead nurturing campaign, primarily using email. With lead nurturing, you send out perfectly timed emails with content that is relevant to the recipient’s current stage in the buying cycle, interests, and pain points. The more personalized, the better. While also enabling top-of-mind awareness, these emails will slowly lead your prospects down the sales funnel so that they eventually become ready to buy from you. You can’t get new customers from your website if you don’t spend the time and effort required to convert them.