Does your site speak to your audience?
Is your website your greatest asset, or does it forget to pay the rent? If you have a site that doesn't draw in traffic and convert leads, you may be making one of these mistakes.
Ignore Your Audience
You're passionate about your product, so your customers will be as well, right? Not necessarily. Instead of writing blog posts and web content about whatever excites you, think about your audience. What is the typical purchase cycle of your clients? What are their most common problems and needs? As you plan posts, guest blogs, or web site content, make sure that this content speaks to your customers' needs and not simply to your own enthusiasms and interests.
Don't want to share? Your business could suffer.
Avoid Blogging
Sometimes, you feel like you're blogging to no one. Especially at the beginning, when you're new to blogging and social media, it can feel like a lonely game and a time sink. Yes, creating content involves work. However, this work is a worthwhile investment. If you were to develop an ad for your product, you'd want to put in a lot of time and effort so that you could put your best face forward to the public.
The same goes for blogging. Research your topics and your audience, be consistent with your blogging, promote your posts, and put in the time. Over time, you'll be rewarded with social media shares and new visitors to your site.
Overuse Your Keywords
You want your customers to visit your site, and they need to know what you're all about. That's why keywords are important to your incoming traffic. If you sell the best interior design packages for offices, you need to let your prospective clients know. To do this, you need to know what they're searching for and mention those keywords in your pages and posts. However, there's a line between getting the word out and repeating that word over and over again.
Keyword stuffing can make your writing tiresome to read and less than informative for your readers. Even if you overuse these keywords in your tags, photos, and other less visible parts of your web site, you're still liable to drive traffic away from your site. Google rankings now penalize you when you overuse the same phrase. What can you do instead? Be aware of keywords and use them, but write and tag your posts using many different words that are similar to your keywords. Focus on good writing, and you'll find that you naturally draw in your prospective customers.
Forget a Call To Action
You've created some outstanding content and a compelling look at the products that you sell. You feel like the writing on your site is stellar, so why is no one buying? It may be that you've neglected to let them know that they should buy. A call to action is a critical part of any inbound marketing strategy. Once your leads know that your product is amazing, give them ample invitations to try it out: a free trial, a webinar, or a sales ask on each blog post.
Are you honing your digital marketing strategy this year? If you need help creating an inbound marketing strategy that works, see how Digital Inbound can help you create an exceptional online marketing plan.