Quality over Quantity: Crafting a Website Strategy that Draws Your Ideal Client
Frustrated by a website that’s generating the wrong kind of traffic? What does it take to craft a website strategy that draws your ideal client?
Many new business owners make the mistake of thinking that they have to hire a professional web designer for thousands to create a visually appealing website is all it takes to generate real sales. If you’re a DIY-er, you can create an also appealing business website for pennies using any one of the user-friendly website template programs available today online.
But a stunningly beautiful website is just the first step in getting your ideal client’s attention. The truth is a website’s visual presentation isn’t all that’s required to generate quality traffic. There are several other critical components to a successful website strategy that you’ll want to incorporate as well.
The Problem
If you’ve been frustrated by a lack of quality traffic from your website, there are usually two primary reasons why it isn’t hitting its mark.
- Your website (SEO) needs help getting “seen” by search engines like Google, Bing, Pinterest (yes, Pinterest is a search engine), Firefox, and others. They act as gatekeepers for the trillions of pieces of online information currently competing for our attention every day.
- Your website marketing message may also need some attention and fine-tuning to attract your target client.
The Solution
While there are many, many ways to improve your customer lead quality, I’m going to focus on just 3 areas that can make the biggest and most immediate impact.
The key here is not to just generate traffic. You want to generate quality traffic. That means finding the right customers who specifically have the kind of painful problem that only your unique business services and skill set can solve.
Website Strategy #1 – Update or Re-Formulate Your Messaging
If you want higher-quality clients, focus your attention on how you currently present your business services in your marketing messaging. You’ll want to make your website content and flow as direct and simple as possible.
Your first step, then, is to go back to your website and review your messaging as if you were the prospective customer. Then ask yourself these questions:
- Have I clearly stated the “pain point” that my intended customer is experiencing so that it immediately gets their attention and they want to know more?
- Have I shown examples of how my business solution solves that problem and makes life easier for the customer?
- Does my website “flow” provide a seamless and easy layout for the customer to get the information they want and then take action? Any flow resistance or extra steps they have to take in the process can lessen the chance they’ll become customers.
What to Avoid
Avoid showing a generic listing of services. We’ve all made that mistake. Ask yourself how a customer would know that your business is different than any other offering the same services.
When you’re trying to make an impression, it can be tempting to add a lot of content. Inundating a prospect with too much information, getting “cute” or using other tactics to try and stand out in a crowded cyberspace can backfire on you.
A good website strategy always focuses on communicating the way you solve your client’s issues. Do this and you’ll be way ahead of the pack. Ways you can do this include short customer testimonials throughout your website that highlight why your services helped. Another is to do a short video interviewing a happy client and talking about the part of the service process that really wowed them.
Your goal is to structure your website so that a person can quickly navigate through it and clearly understand what you offer. Give them multiple opportunities throughout to take the next step in setting an appointment with you.
Website Strategy #2 – Create Interaction
It’s one thing to passively track a website’s activity, but you also want to encourage connection with your prospective clients. Offer your customers a way to connect with you or learn more about your expertise.
One way to do that is to create free content (a checklist, blog, newsletter, resource handout, educational video, etc.) that they can easily download. Create a pop-up landing page where they can easily click to get more information, sign up, or set up an initial consult.
Bare minimum, you should always have a “Contact Me” page on your website that allows them to reach out to you with general questions if they aren’t quite ready to commit to your service.
Always make sure that you are tracking these connections each month through programs like Google Analytics, an email marketing/management system like Mailchimp, or another similar analytic program.
Another important benefit to making your website more interactive is that improves your Google page ratings as Google prioritizes active interaction within websites in their page rankings.
If you can afford it, get an SEO (Search Engine Optimization) evaluation done early on by an SEO specialist to see which areas need troubleshooting. It can tell you important things to work on, including keyword issues, and how to consistently incorporate them into your content.
Website Strategy #3 – Keep It Fresh
After working hard to get a website up and running, and maintaining it month after month, the last thing most people want to do is make changes to it.
However, experts say it’s critical to your Google page rankings and SEO effectiveness to refresh your website content often.
You don’t have to re-write it all every month. Just change it up a bit with a new video, a special offering, new photos, or regular blog content.
Educational content is especially effective here. It not only provides future customers with helpful tips and resources, but it also starts to build your reputation as an expert and problem solver.
Think of it this way. The fresher you keep your content, the more opportunities you’re creating for future customers to find you. That means more Ideal Clients will be finding their way to your business over time and you’ll be seeing bigger profits!
A Final Thought
It can be overwhelming to try and juggle all the things a small business requires like daily administration, marketing, leading a team, providing your customer service, etc.
But without a clear and compelling message strategy for your website, you may be losing a lot more business opportunities than you realize.
A website can be one of the least expensive marketing tools in your arsenal compared to traditional advertising. Done right, it’s also the biggest generator of traffic, drawing potential customers from a wide geographical area that other forms of marketing can’t generate.
Take some time to implement the suggestions I’ve made above and do a refresh of your website’s functionality, messaging effectiveness, and flow. Is it simple, clear, and compelling? Does it speak to your customer’s pain or problem?
Answer these questions and you’ll start to see both an increase in the number and quality of customers interested in working with you.
Deborah
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