Tips for Gearing Your Site to Turn Visitors into Buyers

Your Web Stats are Marketing Gold

Get in the habit of checking your web stats on a regular basis. Very quickly you will learn there are just a couple of types of visitors. The first type is a Researcher. Researchers are your website visitors that are looking online for information about a solving a problem and they aren’t entirely sure what the solution is yet. Potentials are the second main type of visitor. Potentials already know what they are looking for, and they may already be familiar with your product or brand.

Identifying Both Types

The answer to which type is visiting your site is found in the keywords they use to find it. “How do I…”, “Getting Rid of…” or “What is ...” are all search strings that Researchers will use and land on your site. Potentials will usually hit your website by searching for a product name, brand, or “Product Name Review.”

Types of Content to Satisfy Both Types

Researchers are looking for basic information. Make sure your site has content geared for people who may not be familiar with your industry or brand. How-to articles, tips for using your product, and other educational content geared to make the reader understand how your product works, is a way to establish trust as an expert in your niche. Potentials already know the basics, they need details to feel at ease about making a final purchase decision. Both written and video reviews work well and also more detailed content is valuable to these visitors.

Invite Questions About Your Product

It’s easy for people to forget there’s a human in the background of the website. Make sure your visitors know that if they have any questions, you’re always ready to answer them. If you don’t already, your website should have easy access to social media links for your startup. Some people are more comfortable asking a questions via Facebook than writing an email or using a site-based chat app.

Call to Action is Your Best Friend

Remember along with giving good information, your site is there to do inbound marketing for you. Make sure there is a call to action at the end of every article. Don’t use the same phrase over and over, it will diminish your content as repetitive. And let’s be honest, it’s boring.

No Time? Outsource Your Content Creation

One final word. If content creation is not your strong suit or you simply don’t have time to give it the attention it needs, outsource it. Your website never sleeps and it can promote your brand 24/7. Make sure your content is strong, current, and updated regularly.
By offering content on your website to engage the different types of site visitors, you can turn both Researchers and Potentials into brand-loyal customers for the long run. Find this helpful? Sign up for your free subscription to Successful Startup 101 and get more exclusive tips and business advice to help you with your startup or small business.