So you need more customers. Welcome to the life of every small business owner. Generating consistent new business is critical to building a brand that stands the test of time, or even just generating enough pocket money to take the family to Moreton Island on the weekend. The problem is there is so much different info out there that most business owners don’t know where to start. The mystery of SEO? Google Adwords? Can social media help you? What about email marketing? Display? Superliminal shouting from your window?
This article features some of the more simple but overlooked tips when it comes to generating more website leads for your website.
Tip 1 - Identifying Your Customer Personas
Image courtesy of Woodst.com.
The answer depends on your market. So the first thing you need to do is figure out who you are trying to sell to. You probably have this information in your head, but documenting your personas allows you to make key business critical decisions around marketing, web design, copywriting and anything that your customer experiences pre and post purchase. Operating without defining means that you are going to be either too neutral, or run the risk of sending uninspiring messages to your clients. The more you learn about and document your personas, the more you can refine your messages, improving the customer experience.
Tip 2 - Optimise Everything on the Site for SEO
It’s tempting to just optimise a few pages like your home page and key services pages, but if you are a business like ours that have a handful of core services it’s important to ensure that they are all optimised, even if they aren’t already ranking well. If your web pages aren’t all optimised, then the day will come where your site is strong enough to rank for something surprising and you won’t get the full benefit of ranking. For example, we just noticed we started ranking and receiving an increase in leads for social media marketing keywords for the first time. If we had have just focused on web design and not gone to the effort to at least create a basically optimised page for social media, we would never know.
Tip 3 - Search for the Keywords You Want to Rank For
One of the easiest and most basic things I see SEO specialists often overlook is simply searching Google for keywords they want to rank for.
Some things to look out for:
- Active Google Adwords means it’s a keyword that is valuable enough for businesses to try to rank for.
- Are there a lot of direct competitors here? If the first page is full of actual local competitors then chances are it’s a tough niche to crack.
- Yellow Pages, True Local and other directories ranking? The presence of directories and general information sites for keywords valuable to you is a strong indication that it’s a weak niche and it should be easier to target.
- Are you ranking already? If you’re already on page 1 you are in a great position because it means you will be able to make big wins by improving a position at a time, rather than the monumental undertaking that means getting there.
- Is Google showing map results? This means you have to create a Google My Business account and complete it. This is a really easy way to start generating traffic.
Tip 4 - Don't Do Things Just Because You Think You Should
This is something I tell people all the time. There are millions of Facebook business pages out there sitting there not being updated because someone told the business owner they needed Facebook and the owner couldn't or wouldn't actually use it. Resources are one thing to consider. If you don't have the time or resources to properly run a Facebook page then don't do it. Focus your time and money on something you can actually wield properly. Use your finite resources wisely.
Tip 5 - Forms Work; Use Them
There are still far too many websites being designed without forms. Users expect to be able to fill out a form to enquire when they find you so not having forms on your site is a huge no no. In fact not having forms on every page that you expect a user to be able to convert on is a problem. Each services page or landing page that you use to sell your proposition to people should havee a form on it to assist with conversation rate optimisation.