Which phrase best describes your website: 1. Lean Mean Marketing Machine, Delivering Leads to the Business 24/7 2. A Pretty Brochure that Potential Clients Visit to learn more about you.
If you picked number 2, you have some work to do. Why? Because you have invested money in a website, probably thousands of dollars, and all it does is sit there. Shouldn’t you see a return on your investment?
The old approach was to build a website, because everyone else had one. If you did not have a website, you were behind the times and nobody could find you. Right? Today, a website should be a source of potential clients for you.
Now that you know the difference, let’s talk about how to make your website work for you.
First, make sure the language on your site is talking to your potential customers. Most websites are focused on what the company does, the qualifications of their employees and how to submit a resume. Potential customers are looking for a solution to a problem, so make sure your website is what your potential clients want to read.
Next, have a way to capture warm leads. Give away a report, coupon, or other item your prospects would want to have. In turn, they have to give you contact info, such as their name and email address. Now, you have a way to keep your company in front of the prospect.
Finally, use your website to filter leads from other online sources. You can use pay per click, search engine optimization, article websites, referral sites and so on. The possibilities are endless for sites that can refer potential prospects to your site.
One last note, a website should be continuously updated. If you go for more than a few weeks without adding new content to your site, you are slacking.
First, let’s talk a little about why it is important to update your site. I know you are probably thinking, that is going to be a lot of work…since the first site was an undertaking. I am here to tell you it does not have to be painful to stay updated.
You want to keep your clients coming back to your site, especially is you sell via your website. Having old/stale content does not make anyone want to come back to visit. Also, it makes new visitors wonder about the company.
Second, the more you add good relevant content to your site, the better your search rankings will become. Sites that are published and just sit there are not going to rank well within search engines.
Now that you know two good reasons to update your site, what can you change?
1. Stories/Blog: Yes, you need to have good content that people want to read. AND I AM NOT talking about your latest internal promotion. Most of your content should be focused on what interests your clients. Don’t be afraid to branch out, away from your industry for noteworthy news topics. People read more than one section of the paper, so your news should be equally diverse.
2. Links to your site: Most people say to get higher in search rankings you have to have LOTS of links to your site. While some of that is true, the important part is you want HIGH traffic sites pointing to your site. So, if you are not on LinkedIn, sign up and put your website on your profile. I get at least 2-3 hits per day from LinkedIn on our website.
3. Old Information: I know this may seem obvious, but I cannot count the number of times I went to a site and read old information. The company did not provide the service anymore, the contact was no longer there, the address was incorrect and so on. Make sure all your pages, that means your home page and any sub-pages (check you website directory) must be current. Black Belt Marketing Secret: Have a lower paid, tech savvy employee make the changes. They will enjoy it and probably complete it faster.
4. Have a way for potential clients to opt-in to marketing. It could be a newsletter or free report, but give them a way to stay in touch.
5. PLASTER your phone number on each page. So many times I have to hunt for a phone number…it should not be that hard. Make it so easy for someone to contact you they don’t even have to think about it. (same goes for email).