Things you need to update on your website to get more qualified leads
It might have cost you a handful of evenings, weekends or maybe a few dollars for a decent developer, but you’ve got yourself a website and now you’re done, right? Not quite. Far too often, people throw together a website, never look at it again, and assume Google will handle the rest. Your website could be an artistic masterpiece that belongs in a digital equivalent of Le Louvre, but if you don’t maintain it, you’re hurting its potential to be seen and ultimately convert visitors into leads.
You see, the Internet is a gathering place of short attention spans. Search engines recognize this, which is why their algorithms punish the people who slack at updating their site regularly. While search engine optimization (SEO) is a craft that often relies on references from external domains (backlinks), regular web maintenance is one way you can autonomously improve your rank on search engine results pages (SERPs).
But, it goes beyond simple rank results. Your website somewhat acts like your brand’s resume. Much like a resume, you need to keep it up-to-date, making it a glowing representation of who you are and what you do. You need to establish credibility in order to gain trust, which ultimately translates visits to qualified leads.
So, what are these “updates”?
1. Post Blogs Regularly
They are by no means a new and innovative element to a website, but the value of a blog musn’t be overlooked. Some digital marketers consider them to be the cream of the crop when it comes to content with an undeniable return on investment (ROI). In fact, those who prioritize blogging are 13x more likely to produce a positive ROI. It’s no surprise that we consider them an absolute necessity.
Blogs are a great way to provide value, present your knowledge on a niche topic, and score some new leads. When you pair a good blog with standard SEO practice and a strategic distribution strategy, your website is sure to see much better results.
One of the most important search criteria that triggers Google to boost your search ranking is your domain’s relevancy. If you are sharing relevant, valuable content frequently, you are more likely to have a higher ranking website on search engines.
According to Impact Branding & Design, websites that blog have an average of 434% more pages indexed by Google. Every time you post a blog, Google has another blog to index. Each blog paves a new avenue for potential clients to stumble across your company’s web presence.
It creates a community of engaged viewers. More organic traffic will make its way to your website if you are producing content that is worthy of sharing. People will engage, comment on the content they value, or that they think their followers will gain value from.
The perks of blogging:
- It builds credibility within your specific industry
- Blogging increases the likelihood of people sharing your content
- Blogs lead to longer visits to your website
- They act as pages for search engines to index
- You can fill blogs with tons of keywords
- Calls to action (CTA) within your blogs can drive qualified leads
Pro Tip: 4 types of blogs
Here at Magnified, we have identified four staple blog styles. Each of these come in different forms and provide their own particular purposes. Consistently creating and distributing a healthy mix of these is a good rule of thumb.
1. Industry link bait
These are the types of blogs that are designed to ingrain you within your industry’s online community. By quoting industry experts, and linking to other websites, you increase the chances that your particular blog will be shared by the quoted expert via social media. Getting this type of attention dramatically enhances your credibility and opens the door for growth, larger audiences and potential leads.
2. In depth post
These are the long form blogs that usually reach over 2000 words. They are targeted to potential buyers as a way to show your expertise in a particular area and should be accompanied by a clear call to action. Posts of this length also generate the most SEO benefits over time.
3. Observational post
Observation posts are the quick, digestible and current pieces of writing. They might be as few as 500 words and are often labeled as “click-bait”. Be careful not to fall too far down that rabbit hole. You want to share interesting content that still has some sort of a value. These posts may come in the form of a case study on a popular event.
4. List Blogs
This is the “Top 5…” or “7 Things you need to know about…” type of blogs that you are probably familiar with. These blogs are easy to consume, attractive to the reader and a simple way to divulge multiple tidbits of information using subtitles.
2. Speed it up
Like I said, low attention spans loom the Internet. So, if you have pages that load too slowly, you’re going to hurt your bounce rate. That’s not good.
In 2010, Google announced that page load speed would be included as a factor that affects your websites search rank. We recommend you do a website speed test and find out how your website is doing. You will likely find a number of areas that are slowing down your load times. Often, these are easy fixes. Forty percent of people will abandon your site if it takes longer than three seconds to load.
The facts: A one-second delay in page load time yields:
- 11% fewer page views
- 16% decrease in customer satisfaction
- 7% loss in conversions
(source: Aberdeen Group)
- Optimize the image sizes on your website. Large images often take longer to load, especially on mobile. Use a program like Photoshop to render them to a smaller size without losing their quality.
- Leverage browser caching. Here’s a quick guide on how.
- Minify your website’s code. By removing spaces, commas, and other unnecessary characters within your website’s code, you can dramatically boost page speeds. Also remove code comments, formatting, and unused code.
Pro Tip: How to minify code
3. Build trust by optimizing web design
Don’t wait for a re-brand to clean up the visual appeal of your website. Like most things, styles come and go and website designs are no exception.
Like other trends that come and go, they tap into the subconscious of viewers to help form an impression of what they see before them. A current and carefully crafted design can actually help establish trust with the viewer without them even knowing it.
Many of us understand the importance of having attractive visuals online, especially digital marketers. Studies show that it only takes 250ms (milliseconds) for the human brain to process and interpret the meaning of an image. Stand-alone text can take up to twice as long to process.
Select images that represent your organization in a positive, yet authentic light. Show your team, your office, and express your passion as best as possible through visual means.
Client work, features, & testimonials
Have you done awesome work for a client that you want to demonstrate? Maybe your company won a respected award, and was featured in a popular media outlet. Either way, you should highlight these achievements!
In the same way people read restaurant reviews, they like the comfort of knowing what to expect from your products or services. Newcomers to your website feel safe in knowing that large brands transparently trust yours. If you have testimonials or positive reviews you want to be seen, make them visible on your website!
Optimize user experience
According to Google, “The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the webmaster thinks is important…”
While SEO is an important practice, developing simple and succinct site navigation is just as vital. SEO’s purpose is getting someone to your website, a well-structured navigation works to keep them there.
If you aren’t already, you should be using Google Analytics. Once you set up your Analytics account and start gathering information from your domain, you’re going to want to check the “Behaviour Flow” tab.
Behaviour flow shows you the average route that a site visitor takes, and how you acquired them in the first place. Your website has multiple purposes, but it’s essentially acting as a tool to get visitors to buy what you’re selling. If your website structure isn’t driving people to your call-to-action (CTA), then it might be time to make some adjustments.
Mobile optimization is an absolute must. The split between people who primarily use mobile browsing vs. desktop browsing is an even 50-50.
If your website isn’t optimized for mobile, a visitor is five times more likely to abandon the task and bounce off your site.
4. Tone of Website
One of the most overlooked aspects of website design is its tone. You absolutely need to consider tonality when designing a new website or evaluating existing content.
While you want to show off your organization’s unique personality, here we’re talking about the way you present critical information. Too often, brands assume that site visitors already have a basic understanding of the information they’re presenting.
Here’s what you should be doing:
Illustrate the pain you ease
Your business exists because you are solving a problem. Clearly present the problem to your target audience in a relatable fashion. It doesn’t hurt to do research within your industry to see what your competitors are doing right and use that as inspiration.
This a good example of presenting a problem in a quick pitch. In 16 words, the pain point is established, three solutions are presented, and the company name is highlighted. At this point, visitors either relate to the problem and continue exploring, or bounce.
According to Oli Gardner’s 4 Corners of Conversion, “clarity is probably the single biggest factor in posts.”
In this example, the services aren’t clear in the heading, but are elaborated on in the subheading.
Make the reader the hero
Great, you’ve got your page visitor nodding in agreeance with the problem you presented and they’re invested in what you have to say. Now, it’s time to encourage them to do something about it!
You want to put the the viewer in a position where they’re the hero to the problem that needs to be solved. You believe in what you do, so lay out your cards in a way that makes your lead understand that taking action is a necessity.
Action-oriented calls to action (CTA)
Now that your visitor feels like they can be the hero to their organization’s problem, give them a way to act. CTA’s can be presented in a number of creative ways.
The buttons, pop-ups, suggestions, etc. that you create to move your potential lead through the sales funnel should be presented in a way that guide your lead through the sales funnel with buttons, pop-ups and suggestions in way that put them in the driver's seat.
How we can help?
In saturated online markets, it can be challenging to stand out from the crowd. I’m not trying to convince you to overhaul your website, but by touching up on the areas that increase your visibility, visual appeal, value and tonality, you can drastically improve your conversion rate with site visitors. Online lead generation is a tricky art form.
Luckily, we are dedicated to developing strategies that will help improve your website’s traffic and ability to get visitors to engage with you. As PR professionals, we make sure that your website is in line with your organizational voice and presents your brand in a positive and authentic light.
Click to the action-oriented CTA below to get started (see what I did there?)