14th November 2018Generating Enquiries Through Your Website
By DougBusiness Development Director
By DougBusiness Development Director
The majority of our clients are looking for more customers! In this article we take you through our top tips for how you can generate more enquiries through your website.
Audience is key – identify the problem
Knowing your audience is so important. If you’re a care home, for example, your audience is going to be very different to a large firm of solicitors and you should ensure your website is developed accordingly.
The most important aspect of knowing your audience focusses on the problem they’re looking at you to solve. With the care home example, your audience is usually the adult children of an elderly parent who needs care quickly and the problem you’re solving is looking after their parent in a dignified and homely environment. As such, the look, feel and messaging of your website should all be focussed around that and how you can offer a warm and welcoming home. This theme should follow through the site, so the website visitor is consistently seeing the same message.
Once you have identified your audience and built your website around them, the next trick is driving relevant traffic to your website. We go through this in much more detail in other articles, but here’s a quick overview:
- Search Engine Optimisation (SEO) – the most efficient long-term digital marketing strategy as, unlike paid search, once you have a strong search engine performance, a click to your website doesn’t cost you money each time.
- Social Media – Sharing quality content over social media and directing visitors back to your website is a great way of generating traffic – it’s more for brand awareness than actual enquiries as social media visitors aren’t ready to buy in the same way as visitors from a search engine often are.
- Content Marketing - Content marketing is somewhat linked to your SEO and social media strategies, and works very much in conjunction with them. Creating quality content helps improve search engine performance, and gives you content to share across your various social media channels.
- Paid Search – Usually in the form of Google Adwords, paid search is a great way of generating relevant traffic to your website. It’s not, however the most efficient long-term strategy as you’re tied to your budget – you get charged for each click and once your budget is gone, that’s it! Still, it’s an excellent way of promoting a new business, or a short-term niche campaign.
- Direct Mail – Not all traffic generating strategies have to be digital, and direct mail is still a great way of getting your audience’s attention. Once you have their attention, incentivise them to come back to your website… just remember to keep your messaging consistent through your website and direct mail materials.
Converting traffic into enquiries
Converting website visitors in enquiries is somewhat linked to our focus earlier in the article on audience - understand your audience, create a website that’s centred around key problems you can solve for your audience and enquiries should then come with traffic. Here’s a few best practice tips to help…
- Clear calls to action throughout are vitally important – make it as easy as possible for an interested visitor to get in touch.
- Include relevant testimonials, or consider a review website such as Trust Pilot if relevant for your business. Credibility is key!
- Good design… it sounds like a given, but invest in a quality design for your website. Everything else could be great but if it looks like you have skimped on your design or your site is visually out of date, you could lose the enquiry.
- Ensure a great mobile experience – again this seems like a given but if you’re not focussing at least as much on your website’s mobile experience as the desktop experience, then you’re probably losing enquiries.
Converting enquiries into customers
Once you have got that enquiry, converting the enquiry into a customer is down to your sales process… Developing a sales process is not something we do, but if you do need any support with this, let us know as we work closely with people who can help!
Identifying your audience and the problem you will solve for them is key. From that point, design and develop a great website centred on this, and have a variety of strategies to generate website traffic and subsequently enquiries. Need any help with this? We would love to speak to you!