Website Woes and How to Make Your Website Work
Loads of people own websites that aren’t doing what the owners wanted. When they originally started their website they probably thought that they were making an investment, and had a pretty clear idea of what they wanted the website to do for them. Now, normally a couple of years later, they wonder why their website isn’t working.
I’m often asked by business owners what I think the reason is ‘why their website isn’t working,’ and my first reaction is to ask them ‘what do you want it to do?’ The main answer I get is that they want their website to bring customers to them. They then tell me the reason for this is that they don’t get enough people visiting the website, and the website is not on the first page of Google for the keywords they type in. The three reasons that they state are separate issues that need developing individually. You can’t just bang together a website and then expect it to work as you want. Great websites pay for great people to develop them before they work as they should, this is the reason why I never advice anyone to make their own site. I’m pretty sure you wouldn’t try investing money on the stock market without using a qualified and experienced financial expert, and the same care should be taken with your website if you want it to reach your expectations. Remember, there are billions of websites on the internet, many of them have been made and developed by web professionals with years of experience, they are the ones that you are in competition with over your web ranking and conversions.
If you feel that your website would be successful if it had more visitors, converted visited to customers, and ranked on Google for a particular key word, then keep reading…
When More Website Visitors can Equal Less Customers
Many people feel that if they get more website visitors then they will get more customers. Unfortunately, this is not entirely true. The only time that more visitors equals more customers is if you are either a global company, or are a website owner that uses a global advertising method to generate income. Your website needs to be targeted at your potential customers, if you’re a small business owner who serves customers based in Leeds, then what use will a million web hits from Uzbekistan be to you? It won’t so you need to make sure your site targets people based around the your local area. Don’t know how to do this? Seek advice.
Converting Website Visitors to Customers
Once someone finds your site then you probably want to convert them from someone that becomes active and either purchases your product or contact you for either more detailed information or to make a purchase. The question is…How?
It’s a pretty straightforwards piece of logic really. If your website matches the customers search terms, and then offers them EXACTLY what they require, and then informs them of how to get what they want, you will convert the website visitor to a customer. The problem with most websites is that they fail to match their Google meta tag description to the need of the potential customer. The description meta tag includes a brief one- or two-sentence description of the page. Both the keywords and the description are used by search engines in adding a page to their index. Some search engines also use the description to show the searcher a summary of the page’s contents.
They then fail to make the information the potential customer needs easily available, ‘You only have a few seconds to get to your customer after they first see the site. If the information isn’t there in front of them and they need to start messing about to find it they will move to another site.
Once they have the information they then need to be told what to do. The call to action is something that loads of websites fail to use, and one of the main reasons that they fail. If you want your visitor to call you, then tell them and supply your number…i,e Call now on 0123456789989.
How to get Website Visitors
There are several things you can do to increase the amount of visitors to your website, although, like I have stated earlier, ideally you want visitors who are interested in your product or service, and who are within your service area. We can divide the ways of getting web visitors (known as traffic) into two categories, paid traffic, and organic traffic.
Paid traffic is generally done through the use of paying for adverts on other peoples websites, or on search engines that point people to your site. There are two main ways that this can be achieved, affiliate marketing, or Search Engine Marketing (SEM) Both of these types of traffic generation require that you pay a small fee each time someone clicks through the links and visits your website . This can be a great way to get potential customers to visit your site, and providing your site content is good enough to covert them can make for a good investment.
Organic traffic refers to website visits that have originated from unpaid visits to your website. These can come directly from a search engine listing, or from other sectors such as social media, links from other websites. and email links.
The benefit of organic traffic is that it is FREE. The downside is that in many cases you will need to work hard to get your site noticed.
For more in depth information about web site building, conberting website visitors to customers, and general online communications information take a look at my personal website www.adeward.co.uk
Thanks for reading 🙂