5 Tips to Turn Your Website into a Marketing Machine
Tips to Turn Your Website into a Marketing Machine
Using modern marketing techniques is essential to helping any business grow today – by helping you
generate more website visitors, convert more visitors to leads, turn more leads into customers, and
analyze every step of the process.
After talking to hundreds of people about this topic, five common themes emerged as the keys to
turning their website into a marketing machine.
Tip #1 – On Page SEO
Even if your website looks good to a human, search engines rule the Internet. You need to give searchengines the right clues to help them understand what your website is about and what types of peopleshould find your website. You need to make sure you use the right keywords in the page content. Yourpage title needs to be short and use the right keywords. You need to use the same keywords in the H1,
H2 and H3 tags on the page as well, and if you can put the keywords into the URL, even better.One of the most effective ways to get more targeted traffic from search engines is to get more links into your website. Each link into your site is a “vote” that tells the search engine that your site is important.Not only do you want more links, but you want more links from more trustworthy websites. Try to avoid link exchanges (where you and another website agree to link to each other) because the search engine getting better at detecting these types of links and will likely discount them. Be careful of directories, especially if they accept tons of free links and don't reject at least some listings. Also take note of the anchor text (the text that is in the link to you) – your industry, product, or city is better than your company name or click here because the link is now not only a vote but a vote in context. This will
help you get ranked in searches on your industry, product, or city – broader and more competitive keywords – whereas you will probably rank highly for your company name anyway.
Tip #3 – Start a Blog
Blogging is a great way to get more traffic from the right audience for three reasons. First, search engines will give your website more "love" if you have fresh content, and writing a blog is a great way to get more fresh content. Second, people typically just don't link to a boring corporate website, but they will link to an interesting blog article, so blogging can help you get more links. Finally, if your blog is setup correctly, each blog article is its own webpage and therefore is a unique SEO opportunity, so you can really capture a lot of long tail (i.e. highly focused and narrow) traffic using a blog. Additionally, blogs allow you to engage your customers in a dialogue and humanize your brand
Tip #4 – Convert Visitors to Leads with Forms
Once you are generating more traffic through SEO and blogging, you need to
capture more of this traffic through lead capture forms. By doing a lot of
testing on your forms, you can typically increase your conversion rate
significantly, capturing more leads from the same overall amount of traffic.
Some of the things you might want to test are the length of the form, putting
a link to your privacy policy next to the email field, adding a customer
testimonial with a picture, and removing the main navigation from the page
Tip #5 – Analyze Every Step of the Process
Marketing is all about measurement and optimizing your activities based on the previous results. The Internet has given us all a lot of great tools to measure a lot more of our marketing activities, so you need to use them. Interesting things to measure are:
• Number of web visitors
• Website conversion rate (Leads / Visitors)
• Lead conversion rate (Sales from Leads / Leads)
• Cost per lead or per sale
• All of the above by source or marketing program
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