Are you wondering why the calls to action on your website pages are not brining in the hordes of traffic that you were expecting? It can be a real frustration for new website owners to launch a new website to a deafening chorus of crickets. The first question that always springs to mind is “Why is this not working? I love the pages on my new website! I think they look professional and inviting but no one is clicking through”.
Here are 3 things that you can do yourself to kickstart your marketing strategy and start to boost engagement.
1. Test, Test, and Test
Unlike a traditional advertisement, your website should not be all about you- it should be about your audience and how much they perceive that you can solve their problems. That is the new perspective that content marketing brings to the table. An increasingly sophisticated customer base has the world at their fingertips by using the internet to research solutions to their problems. Your job is to help then define their problem and then offer them a solution. The form the solution takes may not necessarily be your product or service- it may be more content- it could be a How-To article, it could be a webinar, it could be an instructional video. To be blunt, customers really don’t care that much about you, they’re much more focused on finding solutions.
What does this have to do with testing? Well, you should be constantly split testing different elements of your website. If no one is clicking on a call to action (CTA), you need to test wording that CTA differently, or perhaps changing the image. Remember, you may think that your website or a certain page is a creation worthy of a national holiday, but your website is not about you. It is about the people visiting it. And if they don’t find the page attractive, or your CTA compelling, they will go somewhere else that has what they are looking for.
My suggestion to you would be to review the main parts of your website on a monthly basis. Set up some split tests, and start optimising your website to the people visiting it.
2. Increase the Perceived Value of Your Lead Magnet
Alright! We’re feeling good! We have reviewed our webpages and CTA and are running some split tests to increase the number of visitors clicking through. Now what? What if that’s still not doing the trick for you? My second suggestion would be to review the value of your offer. What are you offering your website visitors in exchange for their email address? Perhaps they don’t perceive its value to be equal to that of their email address.
The content that you are offering your visitors as a lead magnet is most likely your opportunity to make that important first impression with them. So you will need to make it high quality and high value. Does it meet these standards? Another question you need to ask is, “Does this content resonate with the audience I am targeting”? If your content doesn’t match the audience you are targeting, they will have no interest in giving you their email address for it.
3. Use Landing Pages
Marketing campaigns are not driven by website pages, they’re driven by landing pages. Each has a specific purpose.
A website page is designed to promote and describe various elements of your business or organisation. It usually features information about the business and/or the services it offers. In short, it presents a lot of information in an attractive, concise manner. A landing page, on the other hand, is a single page which is laser focused on one specific goal. Landing pages are designed to help visitors progress to the next stage of becoming your client or customer. The single purpose of a landing page is to get the visitor to take the one action that page is designed for (ie. to download some content, to register for that webinar, etc..).
A landing page is not only more focused on the action you want your visitor to take, but because of this it is also much easier to test and optimise than a website page. A website page often has multiple purposes and goals, so it is more difficult to optimise. A page with only one purpose and one goal is much easier to test and optimise.
Using these three fundamental tips, you can kickstart your digital marketing strategy and get your traffic converted into leads at much higher rates! But they are tips that should be part of a full marketing strategy. If you don’t have a strategy in place, give us a call and let’s talk!