1. Segment your website audience.
Do your research on your audience, find out what keywords they use to find your business and what questions they are needing to have answered. You can do this using a number of tools but the Google Keyword tool available in your Google Adwords account can be a good place to start. You want to break down your audience into some unique groups, this may be based on location and/or service or product they are looking for. Don’t just focus on one word keywords but also think about longer strings of keywords that could give you an edge against your competitors.
2. Create landing pages for your segments.
Landing Pages are unique pages on your website that are designed specifically for certain campaigns or keywords. Use them to target the segments of your audience by using the keywords you have identified follow established SEO techniques. These pages will then not only draw search engine traffic naturally, but can also be used in targeted online advertising campaigns for the segment of your audience you have identified.
3. Write your website content for your visitors.
Write website content for your customers not your peers. Use terms that your customers would use and try to answer the questions they are likely to ask. Again do your research to establish what terms your visitors are more likely to use and understand. Be careful of industry based terms and acronyms your audience will not know. Also keep your content short and to the point – your customers are busy just like you and are looking for a quick answer to their problems.
4. Focus your visitors eye.
It is a known fact that website readers scan online content. So highlight important bits of information, put information into lists and vary the size of your paragraphs. Again providing your customers a solution to their problems quickly is essential, so be sure to highlight the items you think they will be most interested in.
5. Add credibility.
Where possibly prove your credibility by providing customer testimonials, ratings or links to sites that verify you or your products. If you offer online shopping be sure to provide links to your accredited online merchant, security and privacy information.
6. Provide a call to action.
Be sure to let your customers know what they should do next for example provide a contact button or a buy now button.
7. Set up website analytics
Be sure to set up your website visitor statistics so the you can analyse and improve your online performance. Make sure the call to action your have placed has been identified as a goal reached in your statistics so that your success can be easily monitored.
8. Split test and utilise conversion optimisation techniques.
Online analytics tools are used to find out what type of content and what types of layouts convert more of your visitors to sales. It uses the understanding that visitors for every individual business are different and while some CRO techniques may work for all sites others only work for specific segments of your targeted group. Split testing splits your website visitors between two very similar pages to see which one will perform better.