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Your website is your shop window; it is a customer or client’s first port of call when looking up any business. In today’s world, having a website is essential. Chances are you already have a website. It may even be optimized for SEO, contain a blog, and your social media game is strong. As a result, you have no doubt seen an increase in traffic to your website, the word is getting out there, and people want to know more about what you have to offer. Awareness is great, but if it is not generating new business, your business won’t last long. Once you have mastered awareness and attracting traffic to your website, it is essential that you can convert that traffic into paid custom, and here are some tips for how to do it. 

Know who is visiting your site

Studying your website analytics is the window into your audience. Analytics can give you a plethora of information on your audience. You can obtain a breakdown of the geographical location of your traffic, their age range, gender, whether they are viewing your website from a smartphone or desktop, to name but a few. All of this is important because if you sell domestic products to a predominantly female audience, having a large audience base of males 5000 miles away will not result in leads from your website traffic. Consequently, you may want to readdress how you are marketing your website. Assuming you are doing so at all.  If you’re not, you should be. Top tip; Don’t worry if your analytics show users as ‘anonymous’ users; this hurdle can be easily overcome. You just need the IP address of the visiting site. There are tools that allow you to convert an IP address to a company name and, in turn, decipher who is visiting your website.

Quality Content

In a world where everybody in online content is king. You need to stand out from the competition and provide quality content that speaks to and engages your audience. Again, this means knowing your audience, how they visit your website, when they visit and why so you can tailor content to them. Make sure your content is relevant. 

Google loves websites that are updated regularly, so be sure to do so and to add new content often. Your audience won’t stick around if the content on your site is dull and of little interest. Engaging quality content isn’t just the written word; it needs to be aesthetically appealing too. Images, videos, and audio go the extra mile to entertain your website traffic and promote to that traffic. If you don’t have quality content, the following tips will be of little benefit to you. 

Conversion forms

Set up a mailing list or email subscriber form. Your quality content is a great way to attract website users to sign up for your email newsletters or mailing list, i.e. direct email marketing. Once users have provided the relevant information, i.e. their email address, you can send relevant emails straight to their inbox. You can use this to raise awareness of and grow your business. You have direct access to your customers and can nurture your relationship with them accordingly. Top Tip; Don’t forget there is an unsubscribe option, so don’t overload your subscribers with irrelevant content. Ensure these emails are adding value to your customers and receiving them is worth their while.  

Call to action 

A call to action is a directive used to try and encourage a visitor to take a particular action. For example, if you are selling an online course having a clear and notable ‘start now’ or ‘sign up here’ button is a fantastic CTA to convert traffic into leads. To convert traffic into leads, you need the process to be as simple as possible, and it doesn’t get much simpler than a CTA. Not having a CTA will cost you leads. Ensure they have a place on your website. 

When deciding on a CTA consider these top tips:

1. Keep it short and make sure it stands out; ‘subscribe today’.

2. Use a strong verb, such as order, buy, shop, download, get.

3. Follow the verb with an adverb like ‘now’ or ‘today’. This helps create urgency and the idea that your customer is getting something tangible right away.

4. A slightly longer CTA may help promote enthusiasm and emotion, ‘let us help you’, ‘get up to 50% off.’