How to Turn Website Visitors into Clients

Your website is one of the most powerful forms of inbound marketing you have to showcase your brand. It’s there 24/7, ready to answer questions, spread your message, and handle sales. Are you using that potential to its fullest? If not, here are tips for leveraging your website to garner more sales.

Know Who Your Visitors Are
Before you can use your website to turn visitors into clients, you need to know who is visiting your site. If you don’t already use Google Analytics, sign up now. Also, check your web stats. You’ll notice a trend for two main types of visitors: seekers and buyers. Seekers are on your site because they are trying to solve a problem or they want more information about your general industry.

How to Identify Seekers and Buyers
You’ll find them when you look up the keyword phrases they used to find your website, such as “how to get rid of XYZ” or “solutions for XYZ problem,” and searches along those general lines. Buyers will normally hit your website using your product name or keyword phrases with the words “buy” or “review” in them. They already did their research and are familiar with your product or brand. They are just looking for how to purchase your product or service.

Gear Your Site Content for Seekers and Buyers
No one loves a high bounce rate. You have milliseconds to convince someone your website has what they need. Treat each page of content as a potential landing page. Make sure it’s easy to navigate and has listings for other content plus an easy search option for visitors. A seeker is looking for how-to’s and basic information for use, and what problems your brand solves. A buyer already knows your product and is usually looking for more details about the product to complete their purchase decision. This is where infographics and videos can further convey detailed information about your brand to make the decision to buy an easy one.

Invite Engagement and Interaction
No matter how good your product or service is, clients need to trust you. One of the best ways to build trust in your brand is to invite people to interact with you. Make clear on your website that, if someone has a question, you’re ready to help them. Have not only contact information, but handy links to social media as well. Some people are more at ease interacting via social media than through a traditional email or a chat module.

Hone Your CTA
Remember that, through the information sharing and engagement, your website is your best sales rep. Make sure you have a solid call-to-action on every page. It’s boring to use the same phrase. Diversify and say it as many ways as you can come up with. Making the sale is your goal for your inbound marketing.

Update Your Content Regularly
Nothing looks worse to a first-time visitor than outdated content. Your industry may not be fast moving, but take the time to update your content regularly. Coming up with content helpful to both seekers and buyers is simple: use recent interactions with clients, new products in your line, new features, or new uses for your brand. Set up a regular schedule for publishing and updating your website and stick to it.

Use these tips to leverage the power of your content on your website to engage and further the reach of your brand.

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