I’ve saved the best and most important metric for the last post this week. Lead conversions or requests for information coming from your website (from organic search placement) are typically the top metric that top level executives watch to determine if their website is successful. Website design is important but what really drives lead conversions is the content, communicated transparency, and culture of the business.
What you say, how you say it, and the depth of experience in your field that you show on your website works to communicate that you care about your potential customers and effectively explains how you can help them. By communicating your business culture in your content, you differentiate yourself from others in your industry and create a position of authority that search engines typically will reward with organic placement.
It’s great to have a pretty website, but if that website does not make your phone ring and you don’t get regular information requests from your contact form, it is key to take a very close look at your website content.
- It may be that you simply do not have enough content to make an impact on your potential customers.
- Your content may be too technical or too simplistic to resonate with your audience.
- There may be no call to action to encourage a reader to take further action.
- You may communicate too many specifics that really should be detailed later in a contract and not in the initial interaction.
- Your message may not be clear as to what you offer and can do.
- Features and benefits may not be clearly detailed setting your product or service apart from similar offerings.
Periodic review should additionally be done on your website content. What was great and resonated with your audience five years ago may need updating to reflect new services, interests, and trends. There is simply no reason why your website should not be working hard for you. If your’s is not, it may be time to check with us for a website review.