How Can SMEs Increase Conversion Rates In A Stagnant Market? Part 2.

In the first part of this article we looked at a few website design tips that could help to breathe new life into your flailing online marketing business.

In the final part of the article we’ll take a closer look at how good and unique content can revitalise any internet marketing website and go some way to hopefully generating interest and increasing conversion rates.

So, for starters, have an objective look at the type of content that is currently on your website.

Is it satisfactory? Does it do exactly what you’d hoped it would do when it was first launched? Now take a look at some of the competition’s websites. What are they offering in terms of content? Are their pages more vibrant and attention-grabbing? The chances are they probably are, and that’s why they are seeing sales increase at your expense. So, what can you do about it? How can you tweak your online content to make a greater impact?

website content

  • One of the most prominent pieces of content on any website should be the ‘call to action’, yet on many websites you’ll struggle to find it. This really is the only thing you’re asking potential customers to do, so don’t hide the message somewhere it won’t get noticed. Whether you’re asking your potential customers to ring a number, or sign up to a Facebook page or Twitter feed, make sure the message is loud and clear. Make it prominent: add emphasis and increase the size if you think it might help, and don’t forget to include the phone number, email address or opt in box.
  • An essential part of content marketing is building a relationship with your audience and establishing a bond of trust. To achieve this you need to demonstrate that your business understands empathy. Communicate with your target audience and hold conversations: what you shouldn’t do is talk about your own achievements. The audience probably isn’t interested, and frankly if your site is any good, these should be obvious anyway.
  • Keep the message brief and simple: in terms of content, less is definitely more. Get to your point quickly and don’t labour it, but remember that sometimes being too matter-of-fact can be interpreted by some people as rudeness. So tread this fine line carefully.
  • Don’t be afraid to demonstrate your passion and commitment for your subject. There’s no shame in being obsessively interested in pallet racking if that’s your line of business. That’s what you do, so be proud of it. Obviously not everyone will share this passion about shelving, but they’ll understand it because they have logged on to your website after all to look at these products.
  • Don’t make rash or ludicrous claims if you don’t have the evidence to back these up. What you don’t want to do is come across as a wide-boy business, to put it bluntly. If you have the evidence to prove what you claim is factually correct, like statistics or customer testimonials, then it’s fine to use it. For added security make sure you add a guarantee to whatever it is you’re selling, so that customers realise that you have confidence in your products.
  • Add a Twitter feed and blog to the website so that visitors can build up a picture of the personalities behind the business.
  • If you aren’t the best writer or struggle to write engaging content, then it might be worth buying in the services of a professional copywriter or marketing consultant to write the content for you.
  • If you get the chance, then add use a content management system (CMS) to the website, so that you have the ability to change content easily and quickly on a regular basis. It’s important to keep the site vibrant and fresh, as nobody wants to read yesterday’s news. That message applies equally to website content and not just blog pages.
  • Whatever you do, make sure your website is properly optimised. SEO can make a significant impact to your online visibility. You might end up with the greatest website imaginable, but if customers don’t know you’re there, then it will all have been in vain.

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