Attract and engage web visitors
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In part 2 of our professional services masterclass series, we discuss what makes web design and content engaging, and share some practical tips on driving the right visitors to your site in greater numbers.
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Attract and engage web visitors
- 1. Attract and engage website visitors Alex Tucker - @tuckera Chris Arnold - @chrisarnoldcouk
- 3. Recap - 7 page marketing plan Page 1 – SWOT Page 2 – Marketing goals Page 3 - Current capabilities Page 4 – Marketing research Page 5 – Messaging Page 6 – Tactics Page 7 - KPIs
- 4. HANG ON A MINUTE BEFORE WE GET STARTED
- 5. How much traffic do I need? • Start with £ sales • How many new clients to we need? • How many proposals to we need? • What's our conversion rate from visitor to enquiry?
- 6. Some benchmarks On average, professional services firms… • Turn 10% of web visits into enquiries • Convert 50% of leads into proposals • Win 30% of those proposals
- 7. Be aware • We need ≥60 visitors for each new client • Visits ≠ Visitors • Visitors rarely convert to leads on their first visit • You still need clients to visit your site
- 9. Create client profiles “Job title or persona” What is this users typical scenario: How will they find the site: What are they looking for on the site: What questions are they asking: What do you want them to do on the site: What added value can you offer them:
- 10. Questions to ask • What motivates them? • What keeps them up at night? • Are they decision maker? Influencer? Researcher? • How fluent are they? • What language do they speak? • Where do they look for information online?
- 11. Important to remember You are painting a portrait of a person, not describing an organisation
- 12. ENGAGING PROSPECTS ON THE WEB
- 14. Web pages should • Answer the right questions • Provide supporting material / resources • Call to action Content Call to action Supporting resources
- 15. How that looks
- 16. Productivity Trick – Repurpose
- 17. ATTRACTING VISITORS SOCIAL : SEARCH : EMAIL
- 19. Make social marketing work… • Refer to your client profile (remember part 1?) • target as far as you can • Groups • Lists • Remember – it’s social • Use the 6:3:1 rule
- 20. (and other search engines)
- 21. Search Marketing – onsite • Use keywords naturally • Have relevant and unique page titles • Include meta descriptions • Structure websites properly • Use unique, original content throughout • Have alt text for images • BE RELEVANT (go back to your client profile)
- 22. Search Marketing - offsite • Outreach • Local, industry relevant directories • Social Media* • Press releases – real ones • Google Places • Google reviews • Consistent information
- 23. Search Marketing - AVOID • Keyword stuffing and • Hidden keywords • Exact match domain re-directs • Duplicate, quality content • Poor quality links • Any agency who guarantees anything
- 24. And lets not forget… • 2.9 billion user accounts • Used 122 billion times per hour • 3 times as big as Facebook and twitter combined • Used 100 times more than search engines • Arguably the most trackable marketing medium • Been here forever and here to stay…
- 25. You guessed it
- 26. Email best practices • Segment • Personalise • Use clear, non-salesy, jargon-free copy • Optimise for mobile • A/B test to learn what works
- 27. Next week Converting visitors to enquiries and sales www.practiceweb.co.uk/developing-your- practice/webinars