Tips for Optimizing Your Website for Continuous Sales

If I had to optimize a B2B website for conversions tomorrow, I'd do these 3 things first: 1. Refine the homepage Most homepages = no idea what the business does Upgrade yours so it's 'PSD'-focused: - Solve a P-roblem - Offer an specific, irresistible S-olution - D-ifferentiate it (from ALL the alternatives) How: - Run customer interviews - Talk to Sales/CS, analyze transcripts/recordings - Embed the most common fears/objections in copy - Triple highlight the top benefits/outcomes -- 2. Seriously upgrade the demo page 80% of the demo pages I see miss critical pieces:   - Copy doesn't explain what the demo is about - Copy doesn't address questions/barriers - Time-wasted w/ back-and-forth to schedule a meeting How to fix: - Tell the prospect exactly what they'll get by signing up  - Address their concerns (once again, ask Sales/CS) - Add a meeting scheduler tool (Chili Piper, Calendly) -- 3. Set up exit intent feedback polls Collect qualitative insights from users about to exit: - Users land on a high value page (e.g. demo/product) - They spend more time than the avg. on that page - They're about to hit the 'x' and leave Depending on what you're selling or the information you want to collect, create a feedback poll and ask questions like: - What type of [ICP] are you? - What brings you to [website] today? - What's your biggest question related to [product]? - Is there anything holding you back from buying? After some time, you'll get a GOLDMINE of insights from skeptic buyers. And be able to incorporate their hopes, fears, and dreams right back into your copy. What actions would YOU take to optimize a website? 

PSA to new brands: fix your website bounce rate before investing in Paid Media. High bounce rates can be a signal that your website isn't meeting user expectations. So you're likely not ready to pay for more eyeballs yet. To reduce bounce rates and keep your audience engaged -- do the following. Provide High-Quality, Relevant Content 🌟 • Your content is king. Ensure it’s valuable, informative, and relevant to your audience’s needs. Improve Your Navigation 🧭 • Simplify your site nav to help users find things quickly & effortlessly. Ditch the Pop-Ups 🚫 • Keep pop-ups to a minimum (e.g. only to collect crucial info like email address) Speed Up Your Site ⚡ • Remember "Milliseconds Make Millions". Optimize site speed to keep users happy. Design for Mobile Users 📱 • With the vast majority of users accessing the web via mobile devices, responsive design is crucial. Too many web design projects are still done primarily with Desktop in mind. Improve Content Readability 📖 • Use clear headings, short paragraphs, and bullet points to make your content easy to read and digest. Use Eye-catching CTAs 🎯 • Well-designed, compelling calls to action can guide users to take the next step. Update Old Posts 📝 • Keep your content fresh and relevant by regularly updating older posts. Fix Broken Links 🔗 • Broken links frustrate users and can hurt your SEO. Regularly check and fix them to keep your site healthy. Add More Internal Links 🔗🔗 • Internal links can help guide users to related content, keeping them on your site longer. User Experience Personalization 🎨 • Tailor the user experience to individual visitors to make them feel valued and understood. Taking these steps will make a big difference in reducing bounce rates and improving user engagement. #DigitalMarketing #WebsiteOptimization #UserExperience #SEO #MarketingTips #WebDesign #ContentMarketing

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

Driving more visits to your website is great, but it's a little meaningless if those visits don't convert into sales. The smartest digital marketers pair SEO with conversion rate optimization (CRO) to attract qualified traffic and then guide visitors to convert. While SEO and CRO strategies sometimes conflict, with planning you can optimize for both search rankings and conversions. Here are afew best practices to align SEO and CRO to get more value from your website traffic: 𝗗𝗲𝗳𝗶𝗻𝗲 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗚𝗼𝗮𝗹𝘀 Determine your main website goal (e.g. online sales) and the smaller steps that lead to conversions. Macro conversions are purchases, micro conversions are downloads, newsletter signups, etc. Optimize content for both.  It can't all be macro goal focused. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗳𝗼𝗿 𝗦𝗲𝗮𝗿𝗰𝗵𝗲𝗿 𝗜𝗻𝘁𝗲𝗻𝘁 Align content to search intent. Transactional queries ("buy product X") need pricing, specs and clear calls-to-action. Informational searches ("best product X") require detailed content that informs and builds authority.  And - unless you're fantastic at content - it's hard to solve for both in a single piece. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝘄𝗶𝘁𝗵 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 Create content that speaks to your audience and attracts qualified traffic. Use an authoritative but conversational tone, share expertise through case studies, add graphics/videos. Develop content to guide visitors step-by-step toward conversion. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀𝗹𝘆 𝗧𝗲𝘀𝘁 𝗮𝗻𝗱 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 Use A/B testing to identify what converts best. Track key metrics - click-through rate, time on page, bounce rate. Quantify the user experience and remove what doesn't work. Refine and optimize what performs best to keep the metrics moving up and to the right. SEO brings more visitors. CRO converts those visitors to leads and buyers. With intent-focused content, frictionless UX, testing and refinement, you can align SEO and CRO to get more from those improving rankings. Focus on delivering value, not just ranking keywords. When your content informs and persuades, traffic and revenue will grow together. #SEO #contentmarketing #CRO #digitalmarketing