It’s one thing to get people’s attention towards your business, but what use is having all the recognition in the world if you can’t influence them to actually engage with your business? Once you’ve got them at your site, you need to give them a reason to stay there and click on a link to register an account, subscribe to a newsletter, order a product or even just look around and find out more what it is you do.
But how do you accomplish this? Here are four fundamental elements that you need to build on to start getting conversions on your company website.
How your target audience feels about interacting with your website is one of the very first things that you need to take into consideration. Your site needs to provide the information your visitors are looking for. It has to be easily navigable for different devices (e.g. smartphones, tablets, etc.), browsers and connection speeds while still maintaining a credible and compelling design that reinforces your business’ brand.
When it comes to marketing, entrepreneurs have to remember that it isn’t always an “either/or” proposition, especially with small business owners that already have a physical presence with brick-and-mortar stores in place. You can still pursue traditional offline marketing techniques while getting your brand’s message out to a broader audience range through social media platforms. Diversity is key to capturing as much of your market as possible and offline marketing, for all intents and purposes, isn’t dead just yet – it’s still a tried and true method in the following areas.
Although newspapers may be seen as a dying medium with its main consumer base composed of baby boomers, there is a still good reason for you to have an ad printed in your local paper. According to the 2013 Nielsen National Cross-Media Engagement Study, newspapers have the highest advertising effectiveness ratings, beating social media, TV and radio in “Likely to Purchase,” “Usually Noticed” and “Advertising Annoyance” categories.