You have a beautiful website with all of the features that it should have and content that is interesting and enticing. So, why don't you get website traffic? There could be many reasons, which will be explored here.
Websites that have static pages that are exactly the same over time (in some cases for many years) cease to be interesting to other people very quickly. Your ultimate goal as a business owner is to eventually get people to buy what you are selling. In order to do that, no matter what your products and/or services may be, you need to interact with the people who reach out to you and to build solid relationships with them. You also need to satisfy their needs. Your approach should always be WIIFM (What’s In It For Me?). In other words, what can you do to solve their problems?
One of the first rules of marketing is that it takes more than one contact to close a sale. The more costly the good or service, the more interaction you will need with the potential customer. With that in mind, you need to make sure that when you are designing your marketing plan, you allow for a series of action steps. If you incorporate those steps from the beginning into your marketing plan, you will start to see a good return on investment (ROI) from the time and effort that you devote to your online marketing.
There are several steps that you should follow so that your website starts to bring you business, which will, in turn, lead to sales. The acronym “AIDA” will help you to stay on track with this. It stands for attention, interest, desire and action.
- Attention: Once a visitor to your website has arrived, you have 3 seconds to grab his or her attention. After that, the visitor will get bored and move on to someone else’s website. The content on your landing page should state some sort of offer or promise, which is clearly visible immediately. You don’t want to overwhelm the visitor with too many graphics because that will distract them from reading what you want them to know about you and your business. Additionally, graphics cause the page to load more slowly.
- Interest: Now that you have the visitor’s attention, you need to find a way to keep him or her interested. Your immediate goal is to offer him or her information that will prevent him or her from clicking away from your website. An excellent approach is to present some problems (one of which will hopefully apply to your visitor) and offer solutions to those problems. Another possibility is to suggest an opportunity for the visitor; perhaps one that has never occurred to him or her before.
- Desire: You have captured his interest and now it is time to create desire. You will be enticing and motivating him to take action of some kind.
- Action: The first action is for the visitor to identify himself or herself, which includes some sort of contact information so that you can begin to have interactions and start to build a relationship. Your objective should be to get the visitor interested in something that you are offering free of charge.
This is your way into making money for your business through your website. To reiterate, your website must have some very important objectives: to acquire the visitor’s attention, to stir up interest, to create a desire and to get the visitor to take some action. Having the marketing aspect in mind before building the website is vitally important.
The action that the visitor will take will not cost any money. You just need a way to communicate with him and an Email address is usually the most effective an easiest way to do that.
Try to put yourself in the shoes of the visitor. If you were visiting a website, what would you want to see there? What would fulfill your needs?
Remember that if your visitor visits your website and he doesn’t leave you with any way to contact him, your website has not been successful. If you want your visitor to connect with you, tell him or her. Let your visitor know in clear and simple terms how much you want to interact with him or her and make it easy to reach out to you. There are many ways in which to successfully use your website. You just need to put those ways to work and you will start to enjoy more and more success for your business.
When you are about to design your business website, it is important to bear in mind how important the look and feel of it is. At the same time, it is critical that you do everything possible to make sure that it is effective at enticing visitors, once they are on your site, to want to delve more deeply and to reach out to you, which will eventually lead to their becoming your customers. Your website must be more than just an attractive online brochure. It must also be a tool that causes positive results for your business. You want to make it as easy as possible for your visitors to navigate around your website and to get a clear understanding of your offerings. You want them to want what you are offering.
We are pleased to provide you with the insightful comments contained herein. Please contact us at CompuKol Communications for further discussion on how we might be able to assist you and your team.
About the Author.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).