Once your website is finished, there are tons of things you can do to optimize, improve and generate more leads through your website each month.
Most businesses don't take advantage of these opportunities, but here are 4 of the most effective techniques I have seen businesses use to dramatically increase the number of visitors and leads they get through their website.
1. Optimize Your Page Layouts with Google Analytics
While Google Analytics provides a crazy amount of overwhelming data, it is extremely useful to determine which pages people actually look at on your website. You can also see the pathway people take through your site before they lead to a final conversion page, such as fill out a contact form or submit their email address.
Often times, most websites have too many pages, and all the extra content on your site is just a distraction from leading people towards taking action.
When a visitor is willing to fill out a form, schedule a phone call, or sign up for free information, you need to make that process as clear and easy as possible. From my experience, the best websites only focus on about 4 or 5 pages at the most, with all the other more complex an detailed pages are secondary and behind the scenes. These extra pages tend to be more useful when your leads come back for the 2nd time to dig a little deeper.
Google Analytics is invaluable in collecting the right kind of data to see how to optimize your website. And I like to focus on optimizing websites about once per month to take advantage of recent changes in people's interests and behaviors online.
2. Get More Search Traffic from Google Search Console
The Google Search Console is a fantastic tool to add to your website to track what kinds of keywords people are using to find your business on Google Searches. When I see a popular keyword phrase that keeps showing up in the Google Search Console, I know to write a blog post or specific page directed at that keyword. This way, I can quickly rank higher in Google Search based on that keyword phrase, and then I get even more data coming in a few weeks later, and I start the entire process all over again.
I try to create new content at least once a week so that I can continue to test, try out, and refine new keyword ideas and drive new traffic. From this method, I often see about 1,000 new views per month on my own websites and my client's websites when this practice is used regularly. And over just a few months of work, this method's effectiveness can compound very easily.
People want access to valuable, useful and insightful information. And you have a unique opportunity to offer that on your website's blog when you have specific expert knowledge of your own industry. Most businesses do not do this effectively, so it can often be easy to dominate your competition if you focus on this task weekly.
3. Improve Your Call To Action and Lead Generation Methods
I aim to see as high of a conversion rate as possible on any website. But it is only possible to reach high Conversion Rates when you continue to refine, improve and test ideas. I often find that it is most helpful to come up with creative ways to generate leads on a website when I talk with others. Going with a standard "Get 20% off your order today" or "Sign up for our free newsletter" isn't interesting, and these days it just doesn't work.
A good Call To Action (such as filling out a form) or Lead Generation (such as collecting email addresses) is going to be customized to your specific industry and business model. For instance, if you sell standardized services you can offer a Free Pricing Sheet Download PDF download in exchange for their email address. Or, if your services are customizable, a free phone call consultation tends to work better.
There are hundreds of ways to generate quality leads on your website, but it's often hard to come up with a good one unless you regularly brainstorm and talk to others about ideas.
4. Follow Up With Optimized Email Marketing
Capturing email addresses is probably the most important thing you can do with your website in the long run. That's because most people are not ready to buy from you right away.
In some industries that have lower price points, like clothing or basic home goods, the time a lead turns into a conversion can often be as quick as a few days. But for longer-term purchases, such as booking an event venue, hiring an interior designer, or purchasing a custom piece of furniture, can often take weeks or months before a final decision is made.
But when you capture email addresses, you can focus on longer-term conversions by regularly sending out interesting, helpful and unique emails to your leads. As soon as they are ready to make a decision, your website will be ready to help them move along in the process and move forward with your company.
When is the best time to do all of this work?
Many businesses aren't at the point where they can do this regular type of fine-tuning and adjusting. Many businesses have too much going on to worry about improving their website.
Usually, the best times to do fine-tuning are right before your normal busy season comes up, or when things are slowing down.
But the best way to get results is to continue to update, test, refine and analyze your website to get the maximum amount of visitors and leads possible. There's no reason to turn away extra business if it's going to help your company scale and grow to the next level.
But if your website was just launched, it's usually best to allow your website to sit for 1-3 months before jumping onto the next step of refining your website. There are plenty of other things to do when managing a business, so I like to allow some data to come in first before digging in and taking your website to the next level.