How to mine for hidden treasures on your website by capitalizing on traffic you might be missing out on, and then turn more browsers into inquirers and buyers
The key to online marketing is relevance. Relevance drives both your pagerank and your conversions. The secret to relevance is segmentation and targeting of your offers and messaging. Here is a simple 5-step plan to segment, target, and deliver (1) fresh traffic and (2) interested inquirers and buyers through your website.
- Check your Web Analytics and see what keyword phrases people are using to find your site (If you don’t have analytics installed, A Web Developer can implement Google Analytics for free).
- Get someone who specializes in Search Engine Optimization to perform a gap analysis to see what would need to be done to optimize a web page through both code optimization and building relevant backwards links to achieve a top ranking for the most relevant keyword phrases. Usually this is free, too.
- Have a Copywriter/Designer/Web Developer create two or more special optimized landing pages for each keyword phrase that you’d like to convert. Google allows you to test pages against each other using “experiments” (the old A/B Split or Multivariate Testing in Direct Mail). Test offers, headlines, benefits, and other things to see which ones are getting the lowest bounce rate, and the highest conversions.
- Offer a White Paper, an Autoresponder Series, or a Line-card with a ‘20-minute executive briefing’ with you or your top sales advisor. Give something away of value that is going to make the visitor interact with you, and take the first step towards building your relationship.
- Test, test, test. See what works and continually improve on it.
About Les Proctor Direct:
With more than twenty years of sales and marketing experience, Les Proctor uses practical and cost-effective copywriting and search engine marketing techniques to help small business owners fuel business growth. As an entrepreneur who has built his own successful consulting business, he is able to help business owners set priorities to quickly achieve their objectives and increase their sales and profits.
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