Like most business owners, you already know that there are potential customers out there, but where are they? Why aren’t they finding you?
Where are the customers?
Unless you have a very obscure and unique product or service, maybe selling sand in the Sahara, then there will be potential customers out there for you, somewhere. For some businesses their product or service will be so unusual that there may only be a handful of potential customers for them in the whole world. For others, there could be hundreds, thousands, or more…
Many business owners make the mistake of believing that if they have a business website it will automatically lead to a flood of potential customers knocking at their door. While this can sometimes happen, it’s rarely the case without a little helping hand.
Have you told people about your website?
So, you now have an amazing website. It looks flashy, has great pictures on it and tells potential customers exactly what you offer. But, wait… no-one’s looking at it. Why not? The first thing to do is to let people know that your website exists. There are many ways that you could do this, for example:
- Add your business and a link to your website to reputable online directories, such as Yell.com
- Tell your existing customers about your new website – you could use it as an opportunity to get in touch
- Include a link to your website in an autosignature in all the emails you send out
- Send a tweet on Twitter on post an update on Facebook asking people to let you know what they think
- The options are endless…
Is your website search engine friendly/optimised?
Search engine optimisation (SEO) is a specialist skill that involves working with an ever-moving target: both in terms of the ever-changing Google algorithms and the constant battle between websites fighting to be on the first page of Google (and other search engines) for the same search terms – not everyone can be number one at the same time.
Organic SEO is the process of improving where you appear naturally in search engine results, such as Google, without paying for Google AdWords or other services.
There are many factors that need to be taken into consideration when it comes to on-site SEO. No matter what though, anything that you do to improve it (if done properly by a professional, rather than someone using bad practice ‘black hat’ techniques) will also improve the accessibility and usability of your website for everyday visitors. That can only be a good thing for everyone!
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Finally, how do you know that they’re not finding you?
In some cases, it may be that the customers are finding your website, but that what they’re finding when they reach it isn’t what they expect or isn’t structured in a way that encourages them to get in touch.
For example, maybe the latest flyer or e-newsletter that you sent out did get a response and did encourage people to visit your website, but when they arrived your home page didn’t make it clear enough where they should click next. Or maybe they couldn’t find your contact details quickly, so they lost interest, used Google and contacted your competitor instead.
Installing a web statistics tool, such as Google Analytics, on your website can give you an invaluable insight into how people are using your website, where they’re coming from, what pages are and aren’t working well, and much, much more. Insights that could mean the difference between potential customers getting in touch or not.