Design that looks great on mobile.
One-quarter of the global population has a smart phone and that number will only increase.
The reality is more people access the internet with a mobile device than with a desktop.
For this reason, it’s critical that you take a mobile-first approach when you design your website — meaning your site should look as if it were designed for a mobile device when being viewed on one.
Lightning fast loading times.
It’s not even necessary to go into the numbers to understand why a fast website is important. Who wants to see a loading sign when they’re waiting for an answer?
Page speed is a ranking factor. While Google hasn’t been entirely direct on how important it is, they have went as far as creating an open source project to address page loading speed for mobile users.
This is a clear indication Google wants to see websites load faster for users.
The most important benefit of decreasing page loading times is its impact on conversions. According to KISSmetrics, a one second delay in page response can result in a 7% reduction in conversions.
To put it another way, an ecommerce site making $100,000 per day could potentially lose $2.5 million per year for every second it takes the page to load.
SEO-friendly site structure.
Site structure plays a huge role in ranking higher in Google. A well-optimized site has a far greater ability to rank for keywords.
Proper HTML syntax, schema, and social metadata help make your site readable to search engines, so your content gets indexed faster.
Your website should also include XML and HTML sitemaps.
While some of these terms may seem technical in nature, the reality is your website is the foundation of for your online presence. If you plan on doing any type of content marketing or SEO, start with your own website first.
Copywriting that sells.
Good web copy is search engine friendly, easy to read or scan, and persuades your visitors to take action. Don’t make the mistake of telling visitors how great your company is or wasting space using technical jargon.
People want solutions, not to be inundated with information they’re not ready for. The first goal of copywriting is to connect with your reader and show them how you can solve their problems.
Persuasive copywriting typically uses storytelling to agitate the problem your visitors face before introducing them to a solution.
Social proof that builds trust.
Social proof can include testimonials, certifications, awards, case studies — you name it. The point is giving your visitors a reason to trust that you can deliver on your promise.
Of course, their is a fine line between showcasing reviews that build trust and adding reviews that cause doubt. If you feature customers on your site, include a link to their site or the name of their business. Reviews that simply list a name and profession do not convey trust, they tend to cast more doubt.
A clear call-to-action.
The web is full of distraction. Your website shouldn’t be. It should be laser-focused. Most conversion experts insist every visitor to your site should know the exact next steps they should take within 3 seconds of landing on your home page.
Every call-to-action on your site should pull the visitor towards the action you need them to take. Your website should always present visitors with the next logical step. That’s how you turn visitors into leads and leads into customers.
Your website is a sales funnel.
Your website should be designed with one thing in mind: converting visitors into customers.
An optin and an autoresponder
Analytics to understand visitors.
The only way to improve the performance of your website is to know what people are doing on your website.
The ability to track conversions.
Why is this important?
measure/improve conversion rate
see what pages contribute to conversions
segment audiences for remarketing
Remarketing is where you advertise through paid ads to visitors that have already found your website.
For example, let’s say your company provides accounting services to individuals and businesses. There are invariably many “touches” along the way… phone calls, emails, in-person meetings and so forth.
Remarketing is a way of increasing the amount of “touches” you have with a prospect to funnel them closer to a “close”.
Facebook, Twitter and Google allow you to set up remarketing audiences. I’m going to take you through a mock scenario.
Now, when she goes on Facebook she sees a free offer for “18 Insanely Important Questions You MUST Answer Before Hiring A Business Accountant”.
She’ll see this ad for a number of days. One day she clicks over and views the landing page, but doesn’t download.
Because she took that action she gets added to a NEW list in your ad account and therefore she sees a new offer when she visits Facebook or Twitter again. Now, she sees “Seriously?! If you are looking for a CPA for your business you need to see this first”.
Yes, you can see the ROI and KNOW your ads are working (or not working).
What happens next is she is REMOVED from your other ad sequences. This way you’re not showing ads to people who have already converted.
Now, instead of showing her ads for free content, you can start showing more personal ads asking if she’d like help discussing her options. You can remarket to her like this until she becomes a client. After that, she’ll stop seeing these types of ads completely.
There are limitless ways you can setup this marketing sequence, but the most important thing to remember is once you set it up everything is automated and tracked using ad platforms (Facebook, Twitter, Adwords) and Google Analytics.
If you are using Adwords this is a must. Adwords is usually pricey, but converts well. You can bring in targeted cold traffic and then remarket to them over time. Same goes for organic traffic (like if you are blogging, etc). It all works the same way.
There are a few major benefits to running ads this way:
Lower ad cost as you are targeting an audience that is already interested in your services.
You can segment your offers. If say, you offer business loans and are also involved in acquisitions, you can run ads to people by the pages they visit. This way you’re not taking the “shotgun” approach with your ad dollars. If they land on the page about business loans, they see those ads. You won’t waste money showing them ads about your M&A services.
You don’t need an email to target people with highly relevant marketing messages. You can create a sequence of ads to run every 3,7,14,21, and 30 days after seeing a page on your site (or just visiting your website in general). Think of this strategy as an autoresponder using social ads – and you don’t even need an email!
You leverage the traffic you already have. Not everyone is going to show up and “buy”. You can pay for cold traffic… or you can try and nurture the traffic you already have.