Since all leads either get to your website or landing page, your site needs to be clear, useful, and designed for the needs of your audience.
The quality and quantity of valuable information on the site will impact how many people can find it in search engines and consequently the number of daily hits your site will earn. The more hits you earn, the more your online marketing will drive sales and profits, which is your goal.
Every business is unique, and will have a different purpose for their website. Some will have an online store, while others will have three simple pages with relevant product and contact information. An effective website is one that meets the needs of the target market.
So… Here are a few steps to consider when reviewing (or creating) your website.
1. Decide what your customers need from your website.
Specifically, who is your target audience? What is the purpose of my website (online sales, information)? What do viewers need to know to convince them to make contact with you? Will you need to sell products or services online?
2. Use keywords throughout your web copy.
To be effective, incorporate keywords in your body copy. Keywords are the most common words and phrases that people use to search for when looking for businesses like yours, or any other type of information online. For example, real estate agent in NYC. When the words are entered, the search engine delivers the top sites that relate to those keywords – there may be millions of them.
3. Build a tracking system into your website with Google Analytics.
Use an online metrics measurement system like Google Analytics to monitor the traffic your site generates. Google Analytics is free to use, and easy to set up. Register at http://www.google.com/analytics/ and have your web design company insert a small tracking code on each of your web pages. Google Analytics offers a comprehensive range of tracking and web analysis tools, and will measure metrics such as, how many people visited your website, which pages they visited, where they came from (geographically), where they came from (online – search engine, link, other site, direct), and at which page they left the site.
Getting clear on your target market, their needs, and the questions they ask themselves when they would be looking for you – and incorporating that in your website – will get you found. Tracking the who, what, where, and hows of the traffic to your website will support any marketing efforts you will make in the future.