Be Sure Your Website Is Driving Sales!

By Chelsea Junget

Almost every business has a website. It’s practically a prerequisite to even starting a business! Forrester Research and Razorfish found that over 90% of purchasing decisions begin online. It’s clear that a website is an important part of corporate identity, but it also should be part of your marketing plan. Be sure you are using your website strategically.

Some businesses see their website as a digital brochure, highlighting their products and services – the old features/benefits approach. It’s one way communication, with little chance for the target to interact with the business or brand. Thus, it’s crucial that your website draw your targets in and act as a lead generation system. Here are a few tips to create a website that engages with targets rather than simply talking at them:

Make sure you are leading your visitors down a clear cut path. Point them down a road that ends in an opportunity to convert to a warm lead.
Give your visitors multiple chances to continue the conversation – sign them up for permission-based newsletters, invite them to follow you on Twitter, or connect with you in the social media world at Facebook or LinkedIn. In other words, make it easy for your visitors to continue the relationship.
Refresh your website content periodically. Not only does Google reward you for this, but it encourages your visitors to come to your site on a regular basis.
Add a blog to your site. This is an easy way to refresh content and let your prospects talk back to you.
Be sure you understand how to make Google find and rank your site. This means making sure your site is search-engine friendly by using keywords and meta-text.

Although this list is not exhaustive, it’s a great place to begin if you are starting from scratch or re-vamping your site. Remember, your site can be one of the best lead generation tools your business has.

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