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Let’s talk about CONVERSION
What happens if the traffic that is finding your website just isn’t converting?
As an SEO expert, I see this so often.
Websites with beautiful, expert content, and hundreds or even thousands of visitors each month … but which simply doesn’t convert in a reliable way to sales.
Getting traffic to your website is good (lots of businesses don’t even get that far). But getting traffic to your website that converts to sales is MUCH BETTER.
Here are some things to bear in mind when creating content:
As a general rule, we can categorize traffic into two buckets.
1) High intent
2) Low intent
You get high intent traffic when someone is searching for a specific product or service, often in a specific location. They are on a mission to research providers and are ready – or very nearly ready – to purchase. This is high value traffic. I’ll cover more about high intent traffic in a future post.
You get low intent traffic when someone is earlier on in their purchasing journey. They are often just researching a topic or service, and haven’t made the decision whether or not they want to purchase something.
Low intent traffic is often the first time someone encounters your brand, so it’s a great opportunity to really sell them on your expertise, reputation, trustworthiness, and personality.
While low-intent traffic might occasionally convert to a sale, the most important thing you can do with this kind of visitor to your website is ensure that there are compelling reasons for them to a) stay on your website b) interact further with your brand.
HOW TO GET LOW-INTENT TRAFFIC TO CONVERT
Identify which pages of your website attract low-intent traffic
On each of those pages, make sure the article demonstrates your authority and expertise in your domain.
At the end of each article, include a summary of your brand, what you do, and who your products or services help.
Make sure you include links to your relevant service pages, and reasons for them to visit them.
On each of those pages, make there is a link to your mailing list/lead magnet/Facebook group, or low-pressure way for them to maintain contact with your brand.
Provide links to other relevant and related pages of your website.
The goal with low-intent traffic isn’t really to get them to convert there and then; it’s to familiarize them with your brand; to make your brand memorable, and to encourage a visitor to know, like, and trust your brand.
From there, they’re swept into your marketing funnel, and it’s your job to give them all the information they could possibly need to be able to make a purchasing decision.
So often, when we talk about SEO, we only talk about getting traffic to a website in the first place, but the truth is, without a good website that has the ability to convert that traffic in the first place, SEO won’t work.
And that’s why, whenever I start working with a client, one of the first things we do is a complete review of their website and conversion potential. And then we make the user journey as smooth as humanly possible, so your website is set up to convert.
Having spent 7 years running a ecommerce store which turned over millions of dollars in revenue, I’m better equipped than most SEO agency owners to really understand first-hand the importance and nuances of website conversion, so I like to think of this as one of the elements of my secret sauce.
If your website is getting loads of traffic but it isn’t converting to sales, I’d love to help you fix that leaky bucket and capitalize on the authority you’ve already built up with Google.
Drop me a DM or hit me up in the comments if you’d like to schedule a chat with me about how I might be able to help you and your business get more business from search.
My name's Claire and I’m an SEO and content strategy expert. I help startups and ambitious businesses improve their content, so that customers can find your website in search, and so that when they do, they convert.
I’m a former startup CEO, and I’ve worked for some of the world’s biggest publishers (Penguin Random House, Oxford University Press), as well as training with Google's in-house SEO team. I even built a website to attract 45k in organic search visitors/month. Drop me a line if you need help of any kind with SEO and content.
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