Getting people to visit your business website is only Act One. Once visitors have landed on your website, you need to get them to stay around long enough to convert – that’s Act Two. The longer amount of time they stay, the greater likelihood that they will purchase your product or service or that they will make contact with your business. So what are the key means by which to convert online traffic? Here are six crucial pointers.

Add video content

Estimates are that by 2017, video will account for almost 70 per cent of consumer traffic online. Online videos give consumers content rapidly, satisfying their desire to passively consume information.

A term heard often in online video marketing is ‘viral’. Businesses have found viral videos are an effective means of marketing their brand. If a video is said to ‘go viral’, this means that the video becomes very popular incredibly fast, infiltrating social media and the internet. Videos that go viral are often very engaging, and entice viewers to share the video with other people. This leads to even more consumers being made aware of your product, which increases your website traffic and leads to more conversions.

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Use intuitive navigation

When people visit your website, they will instinctually be looking for places to go. They will be subconsciously looking for information on your company, for the products offered by your company, and for the means by which to contact you. Make things easy for your website visitors by making your website simple to navigate. An effective way to achieve this is by ensuring your website has intuitive navigation.

Navigation can be located in a number of different places, for example, across the top of the website or down the side. A navigation bar that has been designed well takes into account what the users are looking for, in what order, and how they are likely to search for it. Be sure to keep links on your website well organised and simple to read. Ensure that crucial information about your business, such as contact details are simple to locate and not buried on a non-descript page deep inside your website.

Have a well-designed blog

If you believe that having a blog is an optional extra, then you should think again. A blog is an absolute necessity for converting traffic and growing long-lasting customer relationships. A blog using wordpress themes is also essential as having a content plan is a strong advantage in assisting your search engine optimisation (SEO). A well-designed blog makes information simple to locate, and entices readers to increase their engagement. When including a blog on your website, ensure that the text is readable on both computers and mobile devices. It is important to post frequently so that your readers are kept engaged and well informed about your company.

Integrate social media

The addition of social media capabilities enhances almost every website. There are two methods by which to do this. You can embed widgets that let users share information found on your website on social media platforms of their own. You can also create accounts on a number of different social media platforms to keep your followers informed via your updates. By concentrating your efforts on social media, you will not only be able to keep your audience updated about your business, but will also be able to show your business’ personality by engaging on a level that is more personal. When familiarity and trust have been established, there will be a greater likelihood that people will purchase from you.

Include testimonials

Nowadays, it is crucial to include genuine testimonials from your customers, both on your website and on social media channels. To achieve this, ask satisfied customers if you may feature their testimonials on your website. Another option is to feature positive customer feedback found on social media like Facebook or Twitter. For something even more powerful, think about posting a customer video testimonial and featuring it on your website homepage or another appropriate page of your website.

Make alluring calls-to-action

When speaking directly to your customers, be it via email or a post on Facebook, be sure to always include a significant call-to-action. This marketing tactic provides customers with the motivation to act. When you make contact with the customer, what do you wish them to do? Use action-based language that is non-aggressive to convince or incentivise the customer to act on what you have asked them to do. It is key to show what is in it for the user – the statement used in your call-to-action should explain the advantage of undertaking an action, such as “Get a free e-book when you subscribe to our newsletter”.

Provide your potential customers with what they are searching for by showing them who you are and how they can interact with you. Include evidence that your product or service is valuable by using genuine customer testimonials. Engage people via a blog that imparts valuable information on your products and your industry. Finally, guide visitors towards the next steps via call-to-action phrases. By including these key features on your business website, you will be able to retain your hard-earned traffic on your website for a longer period of time and ultimately convert that traffic into customers.

This article was contributed by Magicdust, a web design company who provide small businesses with experienced web developers Sydney and Australia Wide.