It's not about how pretty your website looks. Granted, something that catches the eye can help.
BUT, if your customer, client or patient isn't staying or inquiring for more information, none of that matters.
Image courtesy of: mitzpantic
Too many small business owners still believe that just by creating a website, prospects will come and buy from it. But unfortunately, “build it and they will come” only works in Hollywood movies. In order to turn your website into a lead magnet, it’s not enough just to have an informative or well-designed one.
Getting your visitor to engage with you is what counts…
Beth Thouin, Vice President of Digital Marketing at Web.com discusses how to use your website as a key part of your marketing strategy. Since your site is equivalent to a retail location, she suggests thinking of the best marketing channels to attract customers to this place.
Beth describes using distinct tactics in each part of the buying cycle which includes awareness, consideration, and repeat purchase. She emphasizes that “location is a discovery channel” – people are looking who do not need your product or service at that very moment.
But regardless, they see you (awareness) and will think of your business when they need a solution you solve (consideration).
Again, engagement means getting them to raise their hand and ask for your help. That could be in the form of Chat, Email, Phone Call or Schedule An Appointment.
Beth reveals that almost half of small businesses use a budget of less than $10,000 per year and roughly 20% of that budget is going social advertising and another 20% to websites. She says that “it doesn’t matter how much money you spend, what counts is how much you pay for every new customer acquired online compared to their lifetime value.”
The cost to get a customer can easily be tracked through most advertising platforms which report on performance; they tell how much it costs to get a visitor to your website.
You can find the complete article Beth put out on BusinessTrends.com following the link below:
Photo By Bart-Jan Verhoef
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