A recent conversation with a potential client turned from just website design talk to talk about how to build a business. It was an interesting conversation and I wanted to post some of it here because I feel it may be useful to others who are wondering the same thing: How can I build my business if my website isn’t getting the results I want? To put it into perspective, he asked me about the results I had experienced with a few of the websites I manage. I told him and explained that one of the most important things to do when trying to promote a website is create regular, quality content. Here’s his follow-up:
“I am asking these questions because I have plans to revamp my website. So I need someone who not just builds landing pages but can help me attract visitors to my website and to convert casual enquirers to prospects who fill in enquiry forms.
You say that the key to traffic is generating quality content on a regular basis? I am not doing well with traffic and i generate what i would consider to b quality content 3 times a week?You have seen my website, how can i increase email signups?”
Great content is critical but it’s not the only factor to consider when trying to build a business. Content is what gets people to your site but design/usability keeps them there. Therefore, websites have to be broken down into these two primary areas.
Design – You need a clean, modern website that looks professional. Obviously, something that looks like a boring old template was just thrown up on the site generally isn’t going to look too fancy. Things like layout, graphics, color scheme, and features all determine how professional the site looks to viewers. If someone doesn’t see a lot of professionalism in the website, they will associate that same lack thereof with whoever is behind it and, hence, there will be not much incentive to do something like join an email list.
Content – Producing quality, relevant content on your blog is huge. However, you also have to consider your “sales” copy because this is what’s going to encourage action from your viewers. A landing page is a good way to go when presenting sales information because the main point of it is to present readers with everything they need to learn and take action. These types of pages won’t put information in paragraphs like what I’m writing here. Sales copy is most effective in things like tables, lists, headers, images, testimonials, and even videos. Therefore, it’s definitely worth investing in to make sure that your sales copy is optimized for reading.
Regarding your search engine ranks, there may be a few things that aren’t leading to your website being found. The biggest reason is usually competition. General blogs are typically far less competitive than niche blogs because there are a bunch of general blogs. That’s why, when it comes to both business and blogging, it’s best to have a particular niche and target customer/reader. Who is searching for the content you provide? Can you narrow your focus? These are just a few things to consider moving forward. For example, my website proserveweb.com is focused entirely on WordPress and I get a lot of WordPress users. I only target those searching for things related to WordPress because it’s still considered a niche. Web design, on the other hand, is not as narrow so I don’t really get that general.
Another thing to consider is your actual service. What exactly are you offering to your customers? Do they know this right away? It has to be made clear what you offer, who should consider it, and why it’s going to help them.
Some other things to consider might be writing an e-book on a specific topic or coming up with something that your users can get right away. People prefer to purchase “tangible” products (even if they’re digital) because it provides the instant gratification of having something new that a service doesn’t provide. Also, having written an e-book, for example, increases your “authority” in your field and shows people that you really know your stuff. You could sell the e-book or give it away to anyone who joins your list. This is creating incentive for readers to do so.
To be successful with a website, and business in general, it requires an objective analysis of your goals, your competition, and your target audience, in addition to your content and design. It helps to have someone who knows a lot about this kind of stuff and I’d be happy to help because I enjoy it (it’s both my job and my hobby). The main thing to remember, though, is that you, as the entrepreneur, have to do whatever you can to spread the word about your business. A website with well-written content will certainly help but it won’t launch/sustain a business. There could millions of other websites out there that are similar to yours so you need to work at convincing people why they should choose you.