With the Online Marketing Arena growing every single day, it had become increasingly important to not only market your website efficiently and effectively, but also to keep your visitors as engaged as possible once they have reached your site. Amidst a tough economic climate, every dollar counts and competition is fierce. This is true for all types of sites: Lead Generation, E-Commerce, etc. Whether you are doing SEM in the main search engines: Google, Yahoo, MSN, and/or SEO, where you have spent the time, money and energy to garner a coveted organic piece of real estate, you ought to do everything in your power to keep your visitor long enough to see what you’re about. Even better, to complete an action item (i.e. request a brochure, fill out a form, make a purchase, etc).
You might be asking yourself the question, “Well, how do I get them to stay on my site???” Here are a few helpful tips:
Offer clear action items at no cost or commitment: Newsletter Signups, Whitepaper Downloads, Brochure Requests, Online Forms to receive coupons, discounts, special offers, etc.
Have fresh and unique content. Visitors will be more likely to remain on your site if they are reading verbiage they have never read before. A blog is a great tool to deliver updated, relevant content on your website. Press Releases are extremely beneficial, as well.
SEO, SEO and yes, more SEO. Search Engine Optimization is a critical piece of the puzzle for any website. If you optimize your site correctly for the keywords and phrases you are seeking positions on, you have a much better chance of generating organic traction in the engines. It will not happen overnight, but the sooner you get started, the sooner you will reap the benefits.
KISS. Keep it simple stupid. 🙂 Make it seamless for your visitors to navigate and enjoy their experience. I cannot tell you how many sites take forever to load, have broken images, it’s virtually impossible to request a brochure; the phone number might as well be invisible, etc.
Get Social! By this, I am referring to Social Media. If you are not utilizing Social Media, you should be. Organically, the internet is a social platform, which is just one of the many reasons why online marketing is so effective. Encouraging participation on your site will allow your visitors to stay longer and also help boost your organic results.
Having Site Analytics is not an option; it is a must. Implementing analytics will afford you the ability to see what your visitors are doing once they reach your site. Are they staying long enough to download a whitepaper or request more information? Or, are they bouncing off the site without even seeing more than one page?
Being seen is not enough. Your website must “speak” to your audience; give them a reason to stay AND more importantly, COME BACK.