The vast majority of small businesses understand the importance of having a web presence. A recent study from the NSBA found that 96% of small businesses have a website. However, many businesses don’t use their website to its full potential. You will need to actively market your site and make sure it drives you business.
Here are some things every small business owner needs to do after building their site.
You have hired a beautifully laid out website. Your first instinct is probably to start showing it off to your current and future customers. Unfortunately, an awesome website isn’t enough to drive sales.
You will need to make sure that your site conveys your message first. This means that you will need to write some webpage copy (or hire a company that offers these services). Here are some pages that you will probably need for your site:
You will want to make sure that every page is well-written and clearly communicates your company’s vision. A consist vision and clear message will encourage more customers to reach out.
By this point, you should have a great looking website that will convert visitors into paying customers. However, you won’t get any customers from your website if they never see it!
It is time to start promoting your site. Here are some ways that you can drive traffic and hopefully receive future customers.
Organic Search Traffic
Search engines are probably the best sources of traffic. According to a study from Formstack, search engines account for about 80% of all website traffic. The traffic volume they provide isn’t the only benefit. If you choose your keywords carefully, then you will drive highly targeted leads. SEO leads also have a 15% conversion rate.
You will want to identify keywords that prospective customers are searching for and rank for them in Google. Here are some things that you will want to do:
Google is the best source of search traffic. Approximately 70% of all searches are conducted on Google, so make sure that your website is well optimized for it.
Search engines are the best source of leads, but unfortunately there is no guarantee that you will generate traffic from them. It can take months to optimize your site for Google and other leading search engines. Fortunately, you can still get traffic from them. You may want to consider using a PPC provider such as Google Adwords. You can pay for traffic from targeted keywords.
PPC campaigns are a good way to get traffic while waiting for your site to rank in organic search. They also have high conversion rates. One study found that PPC traffic was about 50% more likely to convert than organic search traffic.
You can also use content to promote your website. Here are some ways that you can use content to drive traffic to your site:
There are many ways to use content to drive traffic to your site. Make sure that it is well-written and relevant to your target audience.
Plug Yourself on Other Sites
You will also want to reach out to other website owners that are relevant to your company. Visitors on those websites may click links to you to learn more about your business.
There are a lot of local business directories that you can list your company on. You may also want to talk to local bloggers and noncompeting businesses that will be willing to help promote your company. Of course, you will need to be willing to help them out as well, so make sure that you have a blog or other part of your site that you can promote them on as well.
You should start receiving visitors to your website in the near future. You may need to take to nurture these leads to encourage your visitors to purchase your goods and services.
Make sure that you followup with your customers in a timely and professional way. You will need to be persistent without being too pushy. Keep in mind that some of your visitors are probably reaching out to other professionals as well. You have a small window of opportunity to convince them to buy your products.