When a business’s Web site isn’t generating the leads or bringing in the sales that were planned, often the first thing an owner does is throw money at a search engine optimization firm to bring in more traffic. More traffic = more business, right?
Not always.
Although sites in general are getting better, there are still too many sites that are simple brochure Web sites and ask the visitor to take a passive role at the site. There are no clear calls-to-action, and just 5 – 10 pages of information.
I used to do sales, and while I was on the road I listened to a lot of sales tapes. One of the techniques they talked about was getting the prospect involved. On a Brian Tracy tape I particularly liked, he told a story of a plexiglass salesperson who sold far and above the most hammers of anyone in the company (this took place a while ago, when plexiglass was brand new.) His secret? Rather than just show that a baltine hammer couldn’t break the plexiglass, he asked his prospect to see if they could break it. Getting them involved was the difference between success and failure.
If your traffic is OK but your conversion rate is low, look at ways to engage your visitor. Can you create a survey/quiz that they complete to get answers to a question? Can you add some interactivity to the site? Maybe a free download? Even a simple Flash movie that requires a visitor’s clicking to forward the story/demo would be a step in the right direction.
The more active you get your site visitors, the more likely they’ll be to fill out a contact form, pick up the phone, or Buy Now!
Rich Brooks
Small Business Web Site Design
