Why your visitors don’t turn into buying customers
Content marketing has been regarded as a key tool for turning web browsers into buyers. As the algorithms for web searching have expanded and developed, content marketers have reacted quickly to make sure that their websites are doing their crucial job of pulling potential buyers into the sales funnel.
But sometimes, websites start to see abandoned shopping cards, high bounce rates, and low overall conversions. Your website can be built for many purposes: educating customers, providing service, building a reputation as a thought leader. Ultimately, if your website isn’t converting your customers, however, it isn’t doing its job. Let’s look at a few reasons this might be a problem, and what you can do to fix it.
Your Site Focuses On You, Not What You Can Do For the Customer
One reason that visitors may quickly bounce from your webpage is that once they reach it, they can’t figure out why they got there. For example, if they have searched for a basic query, such as “local marketing expert,” and the first website they click on in the search results lands on a long description about how the company came into being, with no mention of how the company qualifies as a local marketing expert.
That customer is going to click “back” and move on to the next search result. Everything on the customer-facing side of a website should be customer focused. By carefully targeting all materials at the customer’s needs and questions, you make sure that the customer stays focused on what the company can do for them. Why the company is great at what it does needs to be more naturally and carefully integrated into the content.
Not Keyworded For Voice Search
As Millennials become a more and more significant section of the buying population, it is more important for companies to make sure that their sites are accessible to younger populations. When customers use voice-activated searches and Siri-like apps to search the web, they often have very different questions.
When someone is using the voice search on their phone, they’re probably not looking for incredibly technical discussions of the inner workings of a product; they want to know when your store is open, or how to get there.
Think about how you used to type in keywords to a search engine, versus how you would ask the same question of someone else. There’s a difference between “printing business Main Street open hours” and “What time does the printing shop on Main Street open?”
Whether you contract out your content marketing or do it on your own, make sure that you include long-tail keywords that address natural queries. A great place to do this is in headers or on FAQ pages.
Writing Content For the Wrong Keywords
Sometimes you build a site focusing on specific keywords. As your product line or service profile or overall company mission develop, however, you may find that those specific keywords no longer target your customers as carefully as you’d hoped.
To keep your site high up in search results, it’s generally a good idea to have your content constantly evolving. Many web designers use their blog page to keep fresh content up and running. Keep apprised of any new and relevant trends in your industry and make sure to write about them on your blog.
Content Is Not Authentic
What qualifies as good sales content has dramatically changed since the advent of marketing. Customers now want a much more authentic experience. By the time a potential buyer reaches your sales funnel, the odds are that they’ve done quite a lot of research. Your sales website does not need to be a hard pitch, top to bottom. You should find out what your customer wants to know and answer those questions and generally continue to draw them along.
But as more and more interaction moves online, customers expect their online conversations to be more clearly in line with their offline conversations. They want realistic, authentic conversation that targets their needs and interests. They want to feel that they and their niche are important to the conversation at hand. If you can give a customer that feeling, they are likely to be a customer for as long as your business operates.
If your site has stopped converting clients, it’s worth investigating why that might be happening. Make sure to look deeply into what is happening with your site, and look for ways to improve your content and increase your conversions.
When you have seen that your website is no longer converting a good percentage of your customers, what have you done to change the situation?
Margarita Hakobyan is a businesswoman and an entrepreneur that is addicted to creating. As an owner of several businesses she brings a wide range of education and experience including business strategy, business ethics and leadership. Founder and publisher of Solopreneurs, online...