If You Build It, They Will Come…
So you spent a ton of cash getting your company’s website up and now the sales are going to start pouring in! Wait, what do you mean you launched 2 months ago and haven’t had one online lead or purchase? You DID remember to include an SEO (search engine optimization) budget.. right? Okay, so you missed that one, but what about shifting your print and marketing pieces to your website for further information? …No, missed that one too?
Building a website and deciding to use it as a means of revenue is a major process and many businesses overlook how to incorporate their site into core business structures. Your site is one of the most powerful tools your business can have. It can connect you to your consumers and help your company stay grounded to the common man’s issues and needs while enabling you to reach many people in different demographics and regions.
With the growth of blogs and social networks, you can also use your site to give a personality to your company without spending heaps of money on traditional marketing methods such as tv ads and promotions.
So How CAN I Get People to Come?
Get Listed
First things first, learn what SEO is and how to apply it to your site. Contact an SEO consultant and get your site listed in the major players’ Search Engines. Long ago if your business wasn’t in the Yellow Pages, you weren’t a real company. Search Engines are the new Yellow Pages and if your not in, your not legit.
Change Your Accessibility
One of the easiest things you can do is take your phone number off your business card and direct people to your contact page. This may seem totally out of the box but it’s an instant cause to action for a potential client/customer. Add subtle product information on the contact page as well. Think about how you impulse shop at the grocery store, your online store should be the same!
Offer Some Sort of Free Service or Discount
Ten years ago Pepsi used to have give-a-ways, such as a free soda, if the word “FREE” was under the bottle cap. Now if you look under the cap, there’s a promo code and on the label they direct you to their site where you can enter that promo code for free give-a-ways or points. While you’re there, you see all this other Pepsi stuff like interactive games, product information, and their really cool and entertaining TV Ads. Just look at how much more Pepsi got to show me for the cost of a free drink.
This philosophy can also work in the form of an online only discount. Marketing your products with a special online discount is a great way to increase traffic to your site. It also makes your consumers feel better about buying your products because EVERYONE likes getting a deal!
Usability
There’s nothing worse than visiting a site and there’s no product or pricing information. I can’t tell you how many times I’ve personally gone to a site and got the “Contact us for a quote” line and instantly hit the back button until I was back to my google search results. Once your consumers get to your site, make sure they take a look around and engage them somehow. Having a review and/or feedback forum is a great way to connect with your audience.
Fresh Content
Okay, so maybe I hate old content more than the “Contact us for a quote” line. Update your product info, post official responses to questions and feedback, upload new pictures, and tweet every now and then. Show your consumers that your company DOES have real human beings working there and the robots are delegated to the phone lines!
About the Author
Cameron Tullos – Web Dev Expert
As a multimedia developer for 9+ years at major web & interactive studios in Columbus, OH, Cameron is well oriented to the inner working of agencies and Corporate America.
Fact: Cam can slam a revolving door
