A business website is more than just a static marketing piece. When managed correctly, it can help you attract more customers. Here are 8 ways you can use your website to drive traffic, both online and off.
- Implement good SEO. When your website is optimized for search, you’ll have a better chance of driving potential customers there. Do some keyword research to find out which keywords people use when searching online for what you sell, and include those keywords in your tags, titles and content. If you don’t have the know-how to do this yourself, an SEO expert can help.
- Include calls to action. Each page of your website should feature a specific call to action, such as “Shop Now,” “Call for a Consultation” or “Sign Up.” Make sure your calls to action are easy to see and click on (even on a mobile device). Use tools such as pop-ups or chat windows to grab customers who start navigating away from a page without taking action.
- Enable self-service. Some people don’t like talking on the phone. If your website enables them to make appointments, request a sales call or schedule a consultation online, they won’t have to. These features also save your business time since you don’t need an employee to handle the requests.
- Include social sharing buttons. Buttons that link to your business’ social media accounts can get website visitors to become social followers. When they like or share your social media content, their friends will see your business name, exposing you to a whole new group of prospective customers.
- Don’t forget the business basics. You’d be surprised how many websites fail to include the essential information most customers are looking for: business address, a map or directions, business phone number and hours of operation. Make sure these are prominently displayed near the top of the home page.
- Think visual. Photos and images are an important element of a website. For instance, if you own a restaurant, enticing photos of the interior and the menu items can “sell” prospective customers on visiting. If you own an e-commerce website, be sure your product descriptions include multiple photos so customers can get a good look at product details.
- Create a good user experience. A confusing website will drive customers away instead of enticing them. Your business website should feature simple, intuitive navigation that’s easy to use. It should load quickly and display equally well on mobile devices as on a laptop or desktop computer.
- Keep it updated. If customers visit your website only to find lots of error messages, “coming soon” pages or a blog that hasn’t posted new content since 2014, they may think your business is struggling. At best, they’ll think you don’t pay much attention to your website—and that translates into not paying attention to their needs. Regularly check your site for broken links and outdated information, and add new content regularly.