Guest blog – Jeffrey Kirk
Congratulations your website is seen in the search engines and you are getting visitors to your site. Those are first two steps. Be sure to catch up with the previous posts if you missed them. Click here.
Step 3 – The Visit
Now that the visitor has arrived at your website, you have to grab their attention.
Regardless of whether it’s due to pride, ego, or just that we want our website to fit the mold, we find it natural to talk about ourselves on the website.
Fortunately for you, most of your competitors’ websites are doing the same thing. They “we we” all over themselves. In other words, they talk about themselves, “we do this” and “we do that”.
If you want to keep your visitor on your site long enough to build the relationship, you have to talk about them, about their needs, about solving their problem. They clicked on your link for a reason. Show them that their decision was the right one.
There’s a handy little tool that can help you determine how well your site speaks to its visitors. It’s at www.customerfocuscalculator.com. Try to talk about your visitors two or three times as much as you talk about your business.
Step 4 – Engagement
If someone gets to your website and then immediately leaves to do another search, it’s called a bounce. Many websites bounce 80 to 90 percent of their visitors.
If a visitor bounces before taking any action, all your effort to that point failed. So, besides talking to them about their needs, what else can you do?
At a minimum you want to provide enough good content to move someone past the first page of your site. That means you have to provide something of value that entices them to click another link.
Simply getting one more click within your site means the visitor did not bounce. Google considers your website a little bit more engaging. That’s a good thing!
But that’s the minimum. Ideally, you should strive to have interested visitors identify themselves. To do this, you can offer them something, for free if possible. What you offer should help move them toward the solution they are seeking. Help them with the problem they are trying to solve.
Often times, the easiest thing you can do is provide information. You can offer a report, or a whitepaper, or a case study, or a coupon, or something else of value in exchange for their email address.
In the final installment, we take a look at the ultimate purpose of your website, conversion!
Jeffrey Kirk, owner of Up At Dawn, LLC (http://www.upatdawn.biz) started his first ecommerce business in 1993. It wasn’t quite how we think of ecommerce now. To facilitate the movement of consumer goods from Southeast Asia and Europe into the Republic of Kazakhstan, he conducted business using dial-up computer networks and a fax machine.
Since 1995, Jeff has helped other businesses with their website development, to drive both traffic and conversion. These days, he is known for making internet marketing simple to understand and implement for traditional, offline businesses looking for online success.
Jeff provides video training and coaching for business people who prefer to have the skills within their business, and he offers “do it for you” service for those who prefer to hire the expertise. He is currently putting the finishing touches on a new book called, Dominate The Top – Simple Website Fixes to Rise in the Search Results and Crush Your Competition.