Creating a site worth visiting
Does your site pass the crucial 4-second test? When visitors land on the homepage, is the web copy compelling enough to make them stay and read what you have to say?
Less than 1% of website visitors take any action. Let me say that again. Less than 1% of all the visitors who land on your website will contact you, bookmark your site, subscribe to your newsletter or make a purchase. And once they've gone, they may never come back. So you must provide compelling reasons for them to hand over their contact details.
Think how you use the internet yourself. In the last few days you may have made a couple of online purchases, and they were probably purchases of things you've bought before or buy regularly. The majority of your time online is spent finding information - researching potential purchases, reviewing the competition, checking your back account, etc. So why would your prospective customers behave any differently?
Even if your site is 100% commerce, it must also be a source of high-quality information about your area of expertise. This could include downloadable reports, copies of your press releases, product reviews, top tips and even competitions. Customers often don't know what questions to ask (imagine the last time you had to make a purchase you knew very little about), and this inevitably makes us nervous and uncomfortable. So help them out by explaining the benefits, the application, the value, the ways to get best results, comparison of brand, etc.
Bringing visitors to your site
Do you have accurate statistics on your current visitor numbers? Whilst a simple visitor counter is useful, it is much more beneficial to understand the path your visitors follow through the site, the time they spend there and the links they click. If you don't already have this information, you could try a package like www.statisfy.com, which is completely free and easy to understand.
If you've never tried the revolution in advertising that is Pay per Click, this is something you really need to get good at. Pay per Click is the perfect online demonstration of testing and measuring your marketing, as you only pay when visitors click on your link. You can measure your adverts click-rate and constantly try to improve your advert copy to increase the number of clicks. You can also include negative key words so your advert doesn't show against irrelevant search entries. Visit Google Adwords to learn more about how the system works.
The "importance" of your site is a key part of where your site appears in the "natural" search results on search engines, but it also plays a big part in where your Pay per Click advert appears, regardless of the amount you bid. To check your current Google ranking score, download the Google Toolbar, which includes the Page Rank gauge. You should be aiming for a page rank of over three. And the best way to do this is to increase your "importance" by adding incoming-only links. Reciprocal links are disregarded by the search engines, so incoming-only are 3-way links will increase your ranking. Visit www.alltheweb.com to see who currently links to you.
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