Bounce Rates: You Say Hello, But We’ll Just Tell It Like It Is.

Is internet marketing rocket science?

Well, there might be some people who will claim it is, or pretty close to it, but the truth is it’s not. Most internet marketing practices are based on common sense: you need to give the search engines and your potential customers what they want. If you do that then there’s a high likelihood that your website will be successful. Some may claim this is akin to playing the system: others that it’s simple making the most of what you know works.

Whatever your opinion might be, all we’d say is that there’s no harm trying it.

If you’re given an internet marketing tip that appears to have legs, then give it a go and see if it delivers what it promises. If it works then great: if it doesn’t, then nothing is lost. If you still are convinced, then here’s an example for you – bounce rates.

What’s the biggest problem most online businesses have?

Well, surprisingly it isn’t the obvious one of not selling enough products to stay afloat, though there’s no doubting that helps. It’s actually customer engagement. Promoting products or services on search engines isn’t difficult: the problem lies in making your business stand out from the rest. Yes you want as high a page listing on search engines as possible, but if your link doesn’t deliver what it promises, then you’ll never convert interest into sales. Many people will click on a search engine link and be disappointed by what they find at the other end. They’ll either get told a load of generic nonsense or discover that the content on the website bears absolutely no relation to the sentiments outlined on the link. They’ll then lose interest and return to the search engine and look for something better, or more relevant. Bounce rates are the curse of online businesses. Some online companies might it laugh it off and think well we’re selling enough to survive, but the important thing to remember is that each time a user bounces away from your website without signing up to one of your offers, another business is probably benefitting.

So how can you improve your bounce rates?

Well, you can start by being objective. Have an impartial look at your search engine link, and ask yourself what does it promise? Now click on the link and go to your webpage. Does the content on the site match the promises made on the link? Are you telling the user why you’re the best company to do business with? Have you explained what makes your business different, or why you’re able to offer quality products at lower prices than your competitors. If your answers are all negative, then you’ve found the problem. The content on your website doesn’t grab attention, and is probably not relevant to potential customers. If the link page doesn’t grab the reader by the scruff of the neck, then you can kiss goodbye to the sale. They won’t read on and click another of your links, and they certainly won’t buy anything from you. So, how can you put this right?

Many business web pages start off with a welcome message. Why? Some will say it’s because they want to tell readers who they are and what they do. Well, that’s all very laudable, but frankly it’s irrelevant. By all means tell readers all this information, but not when they first arrive. Let them find that out later on another link, when you’ve convinced them to stay and read on. If you buy the Independent newspaper you’ll never find a welcome message, will you? You’ll plunge straight into the news headlines. So what the business should be doing is telling potential customers what you do better than anyone else, and why they should choose you. To do that you need to write relevant and eye-catching content.

By far the best way of achieving this is to make sure your header tag is appropriate and, most importantly of all, ensure that it contains your keyword: after all, that’s why the visitor has stumbled on your website in the first place.

You also need to make sure your targeted keyword is prominent in the title tag too.

As an example if you’re offering internet marketing services in Manchester, don’t start off with a generic welcome message; say something punchy that will grab the reader’s attention and hook them in. Say something intriguing like ’the 6 simple internet marketing tips that every Manchester business should know about.’ What makes this statement grab attention is that it’s not only relevant, but it’s also potentially interesting: if you are a Manchester business man or woman, you’ll want to know what these simple tips are, and how they might be of benefit to you. So, you’ll read on and click on the link. You certainly won’t bounce away. Now the content of the link may turn out to be rubbish, but that’s another issue entirely. That’s all down to providing relevant and worthwhile content, and that’s for another time.

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