SEO has been one of the hottest, must-do marketing tactics for any small business over the last few years. However, according to William Buist of xTen, great SEO can only take your website so far. Making it to the top of Google’s organic search list, or generating traffic with ads, won’t do your business any good if visitors don’t actually convert into customers. When it comes to improving your call-to-action, most businesses don’t need a dramatic overhaul; it could be as simple as tweaking the size, colour and location of your Call To Action (CTA) button or slightly altering your messaging.
Look at your click-through rates (CTR), bounce rates and page views to determine where in the sales process potential customers are leaving your website. Do you rank highly in Google search results but have a low conversion of visitors to customers?
Can customers find the information they need? Do they start to buy but not complete? Do you have subscribers but no conversations or engagement? Improving your calls to action is the first step to addressing these problems and converting more prospects into customers.
It’s not something you can leave – you need to measure and test, and change seeking always to improve and learn from what happens. Having a clear strategy for what to test and taking the actions to do it matter.
See also Marketing Tips #1 Implement a Strategic Content Marketing Plan and #2 Revamp your Social Media Strategy
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