Here at the-Coaching Blog-run by Gerard O’Donovan, our aim is to constantly bring value to those seeking to improve their lives. Therefore we have a policy of publishing articles and materials by guest authors whom we value and appreciate. Today’s guest author is Anne M. Bachrach (USA).
What are you waiting for? Go online! That’s the simplest piece of advice I can offer to any business person who wants to be successful. If you have established your business and it is trudging along nicely, the next step you can take to give it a boost is creating a website that produces the desired results. However, it is easier said than done. Going online isn’t the difficult part. Finding success can be the difficult part. You need to have a blueprint you are going to follow from the moment you decide to create a website to the instant you get the clients you are looking for.
Make no mistake the internet is a great resource for businesses. Over a billion people use the internet on a daily basis. If you want to tap your target market, there is no place you are going to find more people at once. The best part is that you can target the particular demographic your potential clients fall in along with a few more people. If you execute the plan perfectly, you can have a lot more clients in a short period of time.
Creating a Results-Producing Website: The First Step
The first thing you need to do to take your business online is create an impactful business website. Remember, the purpose of the website is to establish an online presence for your enterprise. Most beginners make the mistake of going for hard selling from the get-go. Rather than getting people to buy their products/services, they end up driving them away by appearing desperate or pushy. This is true for businesses which already have a website, but has not been doing as well as desired. You need to change your approach to get the results you want.
So, what makes a great website?
- Provides helpful information to the visitors
- Details your business’ vision and mission
- Focuses on your target audience and what they really want and need
- Carries on your business’ theme/brand
- Helps solve clients’ problems
You may argue that your current website is receiving plenty of traffic. But, is that traffic any good? Even if your website is getting a million hits a day, what use is it if the people are not buying your products and services?
Optimising Your Website: The Search Engine Optimisation (SEO) & Keyword Hybrid
Simply creating a website is not enough. You also have to make sure the people interested in what you offer are able to find it easily and quickly. The way people come across business websites is by searching for them in Google, Yahoo, Bing, etc. The search engines display the websites with the highest ranking at the top of the search results and this is where you should aspire to be. However, getting to the top of the search engine rankings, or even on the first page, is quite difficult. That’s why so many people have created businesses to help others apply effective SEO.
You need to apply Search Engine Optimisation (SEO) techniques to make it happen. The way SEO works is through the use of keywords in the content on your website. The content could be in the form of text, videos, audio, etc. It depends on the medium you want to use to make your website more attractive and user-friendly. Using video on your website is a great way to improve the search engine ranking of your website.
Convincing the Visitors: Broadening Your Target Market
There are professional SEO firms which could improve rankings. SEO does take time but it guarantees more people will visit your website. Now, your job is to broaden your target market. You can do this by converting the maximum number of visitors into clients. However, as mentioned above, hard selling isn’t the way to go about it. The internet users of today are well-versed with how business websites work so you cannot pull a fast one on them.
Rather, you have to do it subtly and effectively. Here are four concepts you can use:
- Motivate the Visitors to Buy
Motivate the visitors to buy by offering them a solution to their problems. Clients are not looking for products and services to buy. They are looking for something to solve the problem they are facing. This is what everyone looks for when they go online. If, instead, they find a description of how great your company is or how high your quality is, they will most likely close the browser then and there. So, outline how your products will make their lives better.
- Think like a Potential Client
Place yourself in the client’s shoes for a moment. Why would you be willing to spend money on a product? The first question a client will ask is how your product or service solves their problem, which you can answer by following the first tip. In addition, they want credible information about why your product or service is the best, which you can provide through client reviews (text and video reviews).
- Judge the Client’s Expectation
People in today’s world measure their experience of a product, service or business by their expectations. If the client has high expectations, the slightest disappointment can drive them away and cause them to tell others about their less-than-ideal experience. This is what you have to recognize. If the visitor has high hopes, make sure they go away with something valuable from your website, even if a sale is not initially made. This more or less guarantees that they will return.
- Maintain Your Website
Maintain your website, and ensure that there are no faults or glitches. This is perhaps the most important of all the tips. Don’t wait until a client files a complaint to find out about a website kink. Keep checking the website for any faults and errors to improve the client experience. Make it easy for them to find what they want. Keep in touch with high-value items to keep them thinking of you, referring you, and coming back for more when they need it.
These are some of the best ways you can use your website to impress visitors and convert them into clients. If your website is a valuable resource for the visitors, they will buy what you have. The bottom line is that keeping your website current is the best way to broaden your target audience and get more clients.
About Anne M. Bachrach
Anne M. Bachrach is known as The Accountability Coach™. She has 23 years of experience training and coaching. Business owners and entrepreneurs who utilize Anne’s proven systems and processes work less, make more money, and have a more balanced and successful life. Anne is the author of the book, Excuses Don’t Count; Results Rule!, and Live Life with No Regrets; How the Choices We Make Impact Our Lives.
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