By now, most business owners have heard of and realize the importance of concepts such as Search Engine Optimization, Pay Per Click programs, Search Engine Marketing and the general value of Internet marketing. But what most individuals don’t hear about is the importance of proper Conversion Optimization to go along with SEO and PPC programs.
The goal of SEO and PPC programs is to generate traffic to your website. Business owners can spend thousands and thousands of dollars on the proper setup of SEO and click buying with PPC programs, but unless your website has been built with conversion optimization features in mind, your investment dollars, time and resources could potentially be wasted. Conversion Optimization turns that traffic into quality leads for your business.
As I mentioned before in my previous blog post, Conversion Optimization is a process in which websites are established and designed with features to provide your visitors with an engaging experience. That experience in turn persuades them to take the desired course of action while on your website, whether it’s making a purchase, scheduling a service, contacting you for a quote, or as simply subscribing to your newsletter.
When starting the process of Conversion Optimization, the first step every business owner should take is to:
- Define the desired course of action you’re seeking from your visitors.
Position your mindset as your user and identify the most important message you would like to communicate to your audience within first 8 seconds of visiting your website. Next, evaluate your design:
- Is your design and layout welcoming?
- Does your website design build trust?
- Does it appeal to your target market?
- Is it easy to navigate?
- Does your design incorporate “call to action” features into its structure?
Conversion friendly designed websites will not only generate a higher quantity of leads, but will also increase the return on investment for your existing marketing efforts including SEO and PPC.