Do you have a website for your personal venture? Does the company you work for have a website?
Is it doing the job you would like it to be doing? Is it pulling its weight on the sales and marketing team?
Most will agree that you need to have a website to help generate business off of the internet. A website is a very powerful tool to help gain further exposure for your company or products, and it is a great way to gain nationwide or worldwide customers if that is your wish.
A website can also only be as productive as you make it out to be.
Working in the industrial marketplace for over 10 years, we have found that a great looking website may be visually appealing to your potential customers, but it doesn’t always generate leads. To generate traffic and conversions on your website there are a few considerations:
1. Does your website explain clearly who you are and what you do? Is there enough information on the website that would make someone comfortable to reach out and contact you?
2. Are you receiving visitors on your website? Your site may look sexy and have neat functionality, but if no one can find your website, then your site will effectively do nothing for you.
3. Does your website have CTAs on the site? A site that doesn’t allow your visitors to contact you is ineffective in generating new leads or sales for you.
What are CTAs? Great question. CTAs are “call to actions” or point of engagements on your website. Depending on what type of website you are running, a call to action is any way that you may be able to gather a name, email, phone call, form submission, or an online sale.
Sticking with the industrial, business to business marketplace some typical CTAs could be:
– Newsletter sign ups
– A phone call
– A contact us form submission
– Request for quote form submission
– Become a dealer form
– Purchase through a shopping cart
– Quote generator through a request for quote cart
– Download of a white paper, CAD drawing, or another form of documentation
– Link to an email address
– Watching a video highlighting a product/service or the company.
A call to action is an action on the website that will generate an action from the customer that will eventually (ideally) generate a lead for you to act on.
So take a break, go visit your website and run through this checklist:
– Is there a way for your customers to find your telephone number? This should be in the header or footer of your website and on a contact us page. If you don’t want phone calls for some reason, then don’t list your number. The best conversion in the past year for my customers has been the telephone, so I would list your number.
– Is there a way for your customers to submit a quote for services?
– Is there a way for customers to contact you for more information or to request a phone call to talk about what you can do for them?
– Do you have any way to engage with your customers to keep them coming back to the website? This can include things like a customer portal, a monthly email campaign, or updates on a company blog.
If you don’t have a few of these CTAs on your website, then I would recommend you reach out to your marketing and web development team. Add these CTAs on your website and start generating leads from the traffic you are receiving.
If you have analytics on your website, make sure you set up goals to track all the different conversions or CTAs you are receiving off of your site. You can track events or create custom thank you pages for your different forms. Don’t have analytics? Add Google Analytics. An account is free, and your developer should have no problems installing it. Need help? Reach out to us at Julie@peytonave.com. I can help you get started!
My $0.02 for what it’s worth.
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