People looking online want one thing: instant gratification. They trust Google to show them the most relevant websites for what they are looking for, and have great expectations for the website they choose to visit. When they get to those websites, they give them only a few seconds to deliver the goods, or to convince them to stay and explore.
First time visitors are unforgiving. They’re looking for specific products, services or businesses to fulfill their needs. They don’t have time to read through your entire website before they find their solution (and they’ll resent you even more for wasting their time if they go through this process without gratification).
Love at first sight
When a potential customer lands on your website, you need to win them over quickly. You must deliver what they want (quickly!), and show them that you’re the right business to deal with. The solutions you provide must match their search (specifically!), and your brand image and website design must inspire trust and interest. It’s all about relevance AND appeal.
Here are 6 tips to retain your first time online visitors and increase your chances of converting them in subscribers or customers:
- Optimise your website to the right keywords (keep it relevant!) Do SEO!
- Match the content of your landing pages to your marketing campaigns (meet your visitor’s expectations)
- Make a clear call to action (tell them what to do)
- Optimise your navigation menu (make your solutions easy to find)
- Keep it clean and attractive (look good, and remove the clutter!)
- Show a strong tagline (communicate your value, stand out!)
Get a second chance
How can you redeem yourself when your visitors don’t fall in love with your business the first time? The good news is that people respond well to repetition… so keep turning up where your potential customers are, and you’ll get that second chance! Market consistently on Google or other search engines, on social media platforms, and via email to your subscribers… your audience won’t be able to ignore you!
By creating more exposure for your business online, you’ll boost your credibility and be there when your customers are looking for your products and services. If they’re used to seeing you around, you’ll be the first to pop in their mind when they need someone like you.
Continue to stand out and attract a range of customers by creating new compelling offers, new marketing campaigns and valuable content. Split-test and monitor your results to continually improve your online marketing campaigns, measure conversions, and to get the best return on investment.
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