A website that actually increases revenue—it’s a nice idea in theory, but is it possible? Many businesses think of their website as just something that looks nice. Website development means designing a site that presents your business professionally. It should mimic your branding well, explain everything that you do, and tell a story about your business.
While a website should do all of those things, many businesses don’t realize that a website can do a lot more than be a visual storyteller; it can also drive leads. What keeps many companies growing and ahead of the curve is a conversion-focused website. When people search for services and find you instead of your competitors, this is a powerful competitive advantage.
Building a website that consistently drives high-quality leads is no easy task; it takes time. But the sooner you get started, the sooner you can increase revenue and get ahead of your competition. These five tips will help you build a website that drives more traffic, generates leads, and converts those leads into closed business.
First things first, it’s extremely important to plan your page structure and navigation in a way that makes sense for your business. Not only does a solid menu structure help users find what they need quickly and easily, but it’s also important for search engine optimization (SEO). Search engines use your website navigation to discover and index new pages. Internal links are also important, as they help search engines understand how pages are related to each other.
The perfect, optimized menu structure is going to depend on your site, the services you offer, and what your goals are. Before you build a website, carefully plan the menu structure for your site and decide which items absolutely need to be in your menu. Too many links could hurt your website and cause existing links to lose value.
Once you decide on the menu structure for your website, it’s time to perform keyword research. Keyword research is important when writing any kind of website content, whether it’s a blog or a service page. However, keyword research for your high-level service pages is critical because these pages are the foundation of your website. When Google crawls and ranks them, it’ll determine how well you rank for the services your business offers. There are a variety of keyword research tools you can use to help you determine the value of certain keywords.
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Once you determine what main keywords and semantic keywords you’re going to use for every page, it’s time to write. Content is king, so this is one of the most important things you’re going to do for your site. Even once you initially publish the menu/navigation items on your site, it’s crucial that you update service pages regularly with relevant content and continuously push out new content on your blog. This will help you rank higher and search engines and drive more traffic to your website.
Before you get too overwhelmed with blog content, worry about your service pages. Make sure all of your menu pages are optimized for high-volume keywords. A few tips to start:
- Incorporate your head keyword and semantic keywords into H1s and H2s (semantic keywords are variations of your head keyword or phrases very similar to it)
- Make sure your meta title and meta description incorporate your head keyword
- Use your main keyword in your first couple of sentences
- Satisfy user intent with every page; SEO is important, but remember, you’re writing for a person, and every page should clearly define exactly what it is that you offer
Before you publish all of your newly optimized content, make sure your website is designed and developed for SEO. Obviously, you want your website to send visitors a message about your brand, but search engines are going to be looking for different things.
Your website should be all of the following things if you want to rank highly in search engines:
- Easy to navigate. Good website navigation is great for users, it helps them find what they want more easily. But, as mentioned above, it’s also great for search engines. The way your navigation is set up determines how your website gets crawled.
- Mobile-friendly. Did you know that more than 50 percent of search queries now come from mobile devices? Not only that, but Google switched to a mobile-first index, meaning they’re using the mobile version of a page to determine its search engine ranking.
- Quick to load. Pages with a fast load time typically rank higher in search engines. Ensure that you know page speed best practices and that you’re able to optimize pages for speed.
People may like what they see on your website, but if it’s not obvious how they can contact you, they may lose interest quickly. Make sure you incorporate plenty of CTAs on every page. Not only will this make it easier for visitors to contact you, but it will increase conversions altogether. Frequently hitting users with a call-to-action gives you a higher chance of converting them into a lead. Incorporate a contact button that follows the user down as they scroll, add CTA boxes on service pages, and make sure you have plenty of sitewide contact forms on every page.
Make sure Google can find your website, then make sure users want to contact you and can contact you. That’s pretty much the name of the game. A website that actually increases your revenue is possible. At Abstrakt Marketing Group, we build conversion-focused websites that are intended to grow our customers’ businesses. If you want to generate more inbound leads and see how you could grow with an optimized website, our team of professionals can help.