So: you've optimised your website, you're high in the search engine rankings and the traffic is starting to come in. The sales will follow, right?
Wrong. Search engine optimisation (SEO) is critically important to the future of your online business – but it won't do all your sales and marketing for you. As every salesman knows, you've still got to close the deal. And fortunately we've got a few tips to help turn a high web ranking into a sales lead.
Don't let your website let you down
Too many businesses get a good position on a search engine ranking page (SERP) but waste it by not capitalising on the advantage. If your website doesn't grab people within five seconds of them arriving at your landing page, the chances are you've lost them.
Make it attractive, professional and easy to navigate – and always remember that it will define the way your customers see you.
Make your copy work hard
People don't read websites, they scan them. Tailor your copy accordingly – but make the key text like calls-to-action and special offers prominent, and keep selling the benefits of your product.
Use pay-per-click as well as SEO
Intriguingly, Yahoo's own research finds that more people are likely to buy from a company ranked well in the organic part of search engine ranking pages (SERPs) if they've already come across it in the paid advertising section.
Pay-per-click can legitimise an online business in a customer's mind in the same way a Yellow Pages advertisement does for other companies. Builders and plumbers, for example, often find they rarely get work from the Yellow Pages but that people will still check they're in it before employing them – even when they've heard about them from somewhere else.
Make ordering as easy as possible
If you've sold a customer on a product, they've got to be able to buy it. If they can't, or you make it difficult, they'll soon go somewhere else – and probably stay there.
- All pricing should be clear and upfront.
- As few clicks as possible should be needed to make the purchase.
- Security is top of most people's concerns, so make sure yours is watertight – and advertise the fact well.
- Make sure there are no technical problems. Any signs of errors or bugs and the most web-literate of customers will be shopping elsewhere in future.
Consult a professional
You wouldn't fit out a shop yourself – so why skimp on the much less expensive alternative of a website?
A professional internet marketing company can advise you on making the most of your online advertising dollar. A good one will be able to help you capitalise on it. They can improve your website, make your copy work harder and make it as easy as possible for customers to buy your product – and increase your profits.
The WebMarketing Group are internet marketing experts helping more than 800 businesses of all sizes get more out of their online marketing. For as little as £50 per month, we will boost the amount of traffic to your site and get that traffic to convert into sales.
You can mix and match our solutions to get the best results for your business. We offer instant search engine rankings, meaningful link building campaigns, high-quality search optimised content and copywriting, value-for-money PPC campaigns, powerful website design and build, and a whole host of specialised expertise and experience.
Speak to one of our search engine marketing consultants and get a free analysis of your site by calling us on 01423 529300 or by emailing us at info@wmg.uk.com – and boost your internet marketing today.