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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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How to Generate Leads and Conversions from Your Website


Unless you’re operating a website as your personal blog for a bit of fun, your main objective will be driving leads or conversions, whether that’s in the form of an enquiry or a sale there and then.  Without being successful at this, you have no chance of driving your business and achieving great things. Many websites actually do a decent job of generating leads, but if you were to look at their Google Analytics you’d find traffic is generally stagnant and there’s no real development or increase over time. At the same time, 90% of websites only convert 1% or less of their visitors, so there’s clearly a huge opportunity not only to increase leads but to do so in such a way (targeting relevant traffic) that conversions increase, too.

Understanding Your Target Audience

To generate leads and drive conversions you need to know what your target audience wants. If people you’re trying to sell to want to make a purchase on the spot, it is no good having a website that encourages people to make an enquiry. At worst they’ll believe you’re wasting their time and are inefficient, at worst cynicism will rear its ugly head and they’ll think you’re going to try and sell them other things they aren’t interested in.

If you’re unsure of the best approach to take, get on social media or carry out some simple market research on a site like Pickfu.

Once you know what your target audience wants, you can start to focus on the three key areas of your site that will help you succeed.

Landing Pages

Remember the “three clicks” rule; people should be able to get anywhere on your site within three clicks. If your main landing page isn’t a commercial conversion page, then you should at the very least have a call to action on there to direct people to such a page.

One way to make every page a converting page is to have an enquiry form across the site, like we do here at Bough Digital. Keep it short and simple like we’ve done, and you’ll see better results versus a lengthy form with several different boxes to fill in.

Content

All of the content on your website should be geared towards how your product or service solves a problem or increases the quality of something. This means that all the content on your site is selling what you have to offer: here’s the problem, contact us now to see how we can help you.

Calls to Action

Your calls to action will then flow naturally within your content, which in addition to having a contact form on every page of your website will greatly increase the likelihood of increasing leads and conversions. Try to keep to one consistent call to action across your website; either go for “Contact Us Now” or “Buy Now” as a foundation; if you mix up the two you only end up with confused customers!

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Posted · Feb 12, 2014
Categories · Search Engine Optimisation.
Related Articles · How to Plan a PPC Campaign. What SEO Value Does a Call to Action Provide?. How to Write a Call to Action That Isn’t a Sales Pitch. Golden Rules for Internal Linking. Using SEO to Build Your Brand. How to Make Your Content Relevant And Interesting. Why is Keyword Relevance More Important Than Search Volume?. Is Content Still King for SEO?.


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