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Why Ranking #1 May Not Pay
Everyone’s looking for better Search Engine rankings. If you have the right keywords, a high ranking in the Search results can send targeted traffic to your site. But how many of these visitors become customers and clients? Conversion— not ranking — is what pays the rent.
Converting Visitors into Clients
Search Engines, print ads, referrals, and links all play a role in an effective web marketing strategy. But once visitors arrive at your site, how do you go about persuading them to take the actions you want them to take? The two main weapons in your arsenal are content and usability.
Make sure your basic message is crystal clear
Don’t make them guess, don't make them think, and don't expect them to read a lot! Good, concise copywriting may be the single most important factor in raising your conversion levels.
The text on your pages should speak to visitors in an appropriate voice. It should offer the right information at the right time, and support the personal and psychological variables of your potential clients. Provide good photos and diagrams, customer reviews or testimonials. Give them whatever they need to take action!
Make it easy for them to find what they want.
Consider landing pages that are directly relevant to the Search terms they used. When they feel like they’re in the right place and they can begin to move along the conversion process: submit a form, contact a rep, or make a purchase.
Plan for different visitor scenarios. Think about the steps they're likely to take. Good navigation leads them through the conversion process. They should always know what to click next to achieve their goal.
Don’t overwhelm prospects with too many options. Eliminate links that distract from the conversion process, copy that doesn’t say anything useful, and graphics that serve no function. Here’s the golden rule: keep it simple.
Be sure to test the conversion process yourself.
Fill out a form. Register for membership. Make a purchase. If it’s not painless for you, it is going to be tough for anyone coming to your site for the first time. Put your efforts into improving your conversions. Even a small increase in your conversion rate can make a big difference to your bottom line.
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