If your product solves a specific challenge for your customers (which it should), there’s a really good chance they are going through the Inbound Buyer’s Journey. That means they are actively searching for answers to questions that help them understand their problem and solve it. Each one of those questions is an opportunity for you to write an answer on your blog.
Now, there’s the concern about the quality of blog articles. Let me just say this, “the content of your blog article is massively more important than the way it’s presented or your writing skills.” If your content helps your readers, the rest will develop over time.
2. Build a Conversion Funnel
What’s next after attracting people with your helpful blog articles? Earning their contact information as a lead in your database.
At the most basic level, building a conversion funnel is easy. Your goal is to offer prospects something of incredible value in exchange for their information.
An enticing offer typically goes above and beyond what’s available on your blog. For example, if you were a home remodeling company, you may write a blog article comparing different types of cabinet options for remodeling a kitchen. A fitting conversion offer would be a “Kitchen Remodeling Budgeting Guide.
There are several platforms that help you understand how users are interacting with your site in order to best serve them and their needs. Our favorite happens to be HubSpot and luckily, for the sake of keeping things cheap, they offer a free version of their software.
Whenever someone visits your website, HubSpot attaches a cookie to their browser to track their behavior. Once they submit their email on any form on your website, they are added to your Contacts and you will be able to view their browsing history, as well as other useful information about them.
While tools like HubSpot will give you detailed information on how a contact is using your website and tools like Google Analytics will give you information on how people are getting to/viewing your website, Hotjar will tell you exactly how people interact with each and every aspect on a page.
Hotjar records data on valuable user behavior traits like how far people are scrolling down your page, where they are moving their mouse and clicking, and will even record sessions of users so you can play them back and watch them experiencing your site.
Using Hotjar, HubSpot, Google Analytics, and feedback from your site visitors create a list of tests & improvement opportunities for your website. Add to this list regularly (any idea should go on there). Then, once a month, prioritize the list with the goal of working from the top to tackle the biggest opportunities first.
From there, commit to doing as much per week that your time and budget will allow, but test and improve every week as well.
Over time, you’ll find that your efforts compound. A few hours a week will make a world of difference in how people find and interact with your site.
This is why we like using live chat software like Olark or Drift.
Using these platforms we’re able to engage prospects who aren’t quite ready to fill out a consultation or demo request but still could use our help.
Best of all, live chat doesn’t need to be a large investment of time or money. Good live chat tools can be set to only engage visitors who fit specific criteria. This way you can focus on the leads that are most likely going to convert, not just those who are browsing.
7. Get Critiqued on Website Throwdown
Even with these suggestions implemented, sometimes the best thing you can do is get a second opinion -- especially from the pros. Every month, IMPACT invites a new marketing professional onto Website Throwdown to provide actionable website feedback on user submitted websites just like yours.
No matter how you slice it, upgrading your website is a great investment. It, however, doesn’t need to be a large investment. By dedicating a little time each week to some or all of these areas, you can dramatically improve the results your website generates for your bottom line.