How to Turn Your Visitors into Repeat Visitors – And Customers

How does business on the web work?

Why do random web visitors turn into customers?

…And why don’t they?

Business, sometimes, can be a mysterious thing. You don’t always know why consumers choose to do what they do.

But we can assure you that you’ll turn more into repeat visitors and customers when you focus on the following:

  1. Be the Most Valuable Resource in Your Niche

Consumers bookmark, share, subscribe to newsletters, and come back to websites that solve their problems. If they’re not ready to buy now, they’ll at least remember you for quite some time.

…And then if they have a problem you solve, they’ll contact you because they know, like, and trust you.

This cycle may take 3, 6, or 9 months – or maybe even a full year or two.

And to keep their attention, you gotta build your relationship with them. You do that by offering incredible value they can’t get anywhere else.

Most blogs give just the basics.

But if you’re an experienced professional, you know some things many others don’t. Share those insights on your blog so readers have a reason to stick with you instead of the other guys.

Don’t hide your best stuff!

Put it out there. Because when people learn something new, they get interested.

Yes, your competitors might read your blog. But still, they can’t just grab your experience and become you overnight. You can’t fake that.

Trust us – you’ll be okay sharing even your trade secrets on your blog.

  1. Differentiate, Differentiate, Differentiate

On your home page, about page, and services pages (aka all your “sales pages”), focus almost all your time differentiating your company from the hundreds of others who do exactly the same thing.

What if you look at your company and find yourself basically the same as dozens of others?

Spend time and money on creating differentiation.

New and different businesses always attract a boat-load of attention.

And then focus your time on explaining why your difference matters.

This gives your market a good reason to go with you – rather than another company who simply offers a limited time discount.

You’ll also be able to charge higher prices and keep customers longer.

Now Go Out There and Win the Attention You Deserve!

No matter how successful your business is, sticking to these two principles puts you in a winning position – or solidifies it that much more.

So ponder them, research examples, and figure out how you can apply both to your business.

 

The Perfect Recipe for a Lead-Generating About Us Page

Believe it or not, right up there in importance with your home page sits your “About Us” page.

No.

It’s not important for search.

No one searches for “About Us” pages.

But when prospects actually land on your website, they place much of the trust in what you say in your “About Us” page.

Most SMBs see this page as a nuisance because it requires them to answer a brief questionnaire…or do some writing.

But go ahead and look at your analytics (or ask your SEO for yours) and see how frequently prospects visit this page versus others.

You’ll find your “About Us” page ranks right up there with your top pages – and it may even be your second most-visited page (just behind the frequent winner – your home page).

What Do You Need to Do on Your About Us Page to Drive Leads and Sales?

You can use this simple formula to create an irresistible “About Us” page that wins more customers:

  1. Start with a Headline that Arouses Curiosity

Curiosity is the number one emotion to appeal to so you gain interest.

Begin with a question. Start with a surprise statement. Create an interesting lead-in to a longer story.

Anything you can do except say “About Our Company” works good to start.

  1. Tell a Story that Discusses Why You Started Your Business

Stories engage. They’re unique. They’re filled with emotion.

That’s far more captivating than a boring company history and mission statement you read on practically every website.

Why did you get into the business you’re in?

If you honestly started it for the money, say that. But of course, your passions and interests changed along the way. Explain why and how that change happened. Discuss what keeps you ready and motivated today.

  1. Write in Conversational Language

Use simple words everyone understands and relates to. Because people can simply click a button to leave your website, you want reading your story to be as easy and painless as possible.

No need to write a dissertation here.

Write just like the way you talk to your clients or customers in person. You wouldn’t swear.

But you talk to them plain and simple so they understand exactly what you say – just like anyone else.

Keep that tone on throughout your page.

Many people suddenly think you have to sound stodgy, formal, and intelligent.

You don’t.

You’ll seem more intelligent and competent when you actually connect with your audience using simple language they understand – even if they are CEOs and PHDs.

  1. Spotlight Your Entire Team

Yes…it’s a good idea to include a pic and bio of your company founders.

But don’t forget your entire team of employees too – even if you have 50 or more.

Prospects like to connect a team to a face.

They do business with people – not websites.

So just take this little extra step to begin forming human connection.

It goes a long way towards driving more leads.

  1. Always End with a Call to Action

A “call-to-action” simply instructs your readers on what to do next.

Many more actually take action when you specifically tell them what you want them to do.

Show your customers your top products and services. Offer a free consultation.

If they’ve read this far, they think you’re pretty awesome.

…And you have a high chance of winning their business.

So don’t ignore your “About Us” page.

Give it some thought.

…Because your competitors could care less about theirs – which means this is a great opportunity for you to sneak right past them.

How to Drive More Clicks, Subscribes, Phone Calls, and Emails from Your Website

You’ve got a wonderful website. You rank well. And you do get some business.

…Ahh. You can relax. Finally! Your job is done.

NOT!

Your website, just like any aspect of your business, is never finished. You should perpetually be testing, adding, and refining.

Google actually demands this – although not to the extent we’re talking about. Google wants your website to continue to grow and provide value. It wants websites with a years-long proven track record of giving visitors incredible value at the top of its rankings.

And as you improve that, you’ll certainly get more buying action because of the increased exposure.

However, once you get prospects on your website, you want as many of them to buy as possible. And that’s its own process too.

Use these simple techniques to get more clicks, subscribes, phone calls, and emails right away:

  1. Tell Emotional Stories Your Visitors Can Relate To

Experienced (and successful) marketers know emotional stories trump every other marketing technique in existence.

This Proctor & Gamble commercial for moms shows you an emotional story:

It’s been one of the most successful advertising campaigns ever because it strikes at the core of what it means to be a mom.

Show a mom this commercial. Ask what she thinks. She’ll love it.

So when you write on your website, describe emotions. Discuss the pain of the problems your customer experience…and the joy and benefits they get when you help them overcome.

…And don’t hold back. The more emotional, the better.

The human brain doesn’t remember boring facts and stats nearly as well as emotionally gut-wrenching stories.

Ironically, that’s a fact!

  1. Use Time-Limited Offers

Putting a time limit on a special offer always drives more buying action. That’s guaranteed.

The trick lies in how you structure the offer. You can never know for sure which offer will drive the most interest.

For example, let’s say you offer a service, like a HVAC system efficiency analysis.

You could try the following offers:

  • Only the next 5 customers who contact us get a free HVAC system efficiency analysis.
  • Get a free HVAC system efficiency analysis. Hurry! The offer ends in 24 hours at 3 PM sharp.
  • Just 3 hours to get your free HVAC system efficiency analysis. And we don’t know when we’ll have this offer again.

…Don’t say something vague like,”Good for a limited time only.” No one knows what that means. So, they think the offer may likely be available for weeks yet. As a result, they feel no need to act now. Then they forget and never act.

Using this persuasion technique gets those on-the-fence prospects off and turns them into paying customers.

You’ll have to test your offers to find out which one works best.

If you want more buying action, add those two techniques to your website.

They’ll work. Guaranteed.

The only question: to what extent?

How to Find Content Ideas Practically Guaranteed to Drive Traffic, Links, and Sales

 

If you’ve written your own blog for any length of time, you know how challenging it becomes to find more content ideas.

It’s even harder to be unique in your niche – one of the greatest ways to differentiate and gain attention.

Yet somehow, some companies seem to consistently find winning content ideas all the time. And they get the blog comments, social shares, search engine rankings, and customers you want.

So how do you find can’t-miss content ideas?

Here’s some strategies for doing just that:

  1. Spy on Your Competitors

The nice thing about the web is that all the information you need to succeed is publicly available. In some cases, someone else has already compiled and published it.

However, you can quickly and easily gather the data you need to succeed. Tools like Buzzsumo (a limited number of free searches) and Ahrefs (paid only) let you search by a keyword.

Then, they show you the most popular content for that keyword – along with some data. For example, you’ll get the social shares.

And since you know certain topics work well at their site, your audience will like them too.

You can also look at your own analytics data and see what’s worked well in the past. Then, you simply create similar content – but go down a slightly different road you haven’t explored before.

  1. Just Google Your Content Topic

If you want to rank for a specific keyword, it really is just as simple as Googling the keyword and then creating your own content on that topic.

The fact that a content piece has become ranked highly in Google doesn’t necessarily mean it’s the most appealing angle on that topic. It does mean, however, that the particular topic got in front of enough eyes to generate enough traffic, social shares, and links such that it currently retains a high position in Google.

So truthfully, a large part of your content’s success depends not just on the angle you take on your content…but also on your ability to promote it. 

  1. Ask Your Audience

If you have any kind of active Facebook page, email list, blog – or any way of interacting with your customers (including in person), simply ask your audience what they want to know more about.

You can give them options. You can also just leave the question wide open and see what comes back.

You’ll hear the same things over and over. And those are some of your top content topics.

As you find your ideas, write them down. You should have no problem identifying more topics than you could ever write on.

3 Tips to Generate More Qualified Sales Leads from Your Website

Get all the leads you want from your website?

…Or would you like more?

Truth be told, no company’s website does a perfect job of driving new leads to their sales team.

Even if you have an excellent website, new techniques and creative approaches always come on the radar.

When it comes to websites, your work truly is never done.

But what could you do right now that would offer you a quick boost to the number and quality of customers you get from your website?

Try these three things:

  1. Go With New and Different Information

Why “new” and “different?” Because it attracts attention. That’s just the way human minds work.

After hearing and seeing the same thing for some time, your mind naturally becomes interested in something that stands out from all the rest.

This is quite easy to do.

You know some common myths and misunderstandings in your niche. So, talk about the truth in those regards.

Or, maybe a new trend is emerging. But, you have a good reason why people shouldn’t follow it.

Talk about this on key pages on your website, which would especially be your home page. Your blog would be a good place to discuss this too.

  1. Discuss Who You Can’t Help

You’ll notice that most small businesses want to talk about some vague notions of being “best-in-class” or “custom” or “leaders.” Your website visitors start snoring when they hear these terms because they read them all the time.

Do you get a certain type of customer who you’re not a good fit for?

Make it abundantly clear on your website that you can’t help them. For example, you might say,”If you need your project done in two weeks, we’re not a good fit for you.”

…And then you don’t have to waste your time finding out you have a customer who refuses to change their unreasonable timeline expectations.

  1. Answer Questions for Customers in All Stages of the Sales Cycle

You know the questions customers ask that indicate they’re just thinking about using your product or service. But, they’re not quite ready yet.

And then you know the questions they ask when they’re ready to buy.

Simply answer those questions on your website pages just like you would in person. That way, you accommodate everyone, regardless of where they’re at in the sales cycle.

You don’t have to spend time answering the same questions over and over. Your website does that for you. And then when people are ready, they call.

See how simple that is, and how much time you save?

Your Website Should Be Your Greatest Sales Person Ever 

It’s not easy to make your website do all the selling it should. Clearly, it would take a lot of work to create all the information you use to sell in-person and put it on your website.

But that should be your goal.

Because once up, your website sells to every person who visits, 24/7/365.

What Amazing Content That Generates Links, Shares, Rankings, and Leads Looks Like

You produce content. But you don’t get the results you want.

Why?

Well, perhaps you don’t understand how to be the best at creating top-level content in your niche.

…And you don’t have to feel embarrassed or ashamed. Because creating the crème-de-la-crème of content takes painstaking hard work and dogged determination.

Even skilled and experienced content creators have to put every ounce of their blood, sweat, and tears into their content to remain at the top.

Yeah.

It’s that hard.

And especially so here in 2018 where you have dozens, if not hundreds, of posts, videos, animations, podcasts, and infographics on exactly the same topic.

So, let’s examine what a truly astounding blog post looks like so you understand what to shoot for:

  1. First, You Provide Truly Unequalled Value

Brian Dean’s Backlinko blog is unquestionably one of the top 2 or 3 blogs in the SEO niche.

The guy gets nearly worshipped as a SEO (and content) demigod.

His most recent post, The Definitive Guide to SEO in 2018, spans an amazing 20,000 words.

But it’s not so much about the length.

It’s about the advice the words deliver.

That’s what keeps people coming back. It’s what gave this post 7100 shares (and counting). And it’s what inspired 473 comments.

Well, those words and Brian’s pre-existing status as a leader in his niche.

How long does it take to write those 20,000 words?

I don’t know. But, you can estimate at least a good 40 hours, and possibly up to 60.

By the way, Brian favors the approach of publishing 1-2 blog posts per month. And these days, he may not even publish that frequently.

All his effort goes into a single post that dominates the competition for a long, long time.

  1. Visual Appeal

In many niches, blog posts sorely lack any real visual appeal.

This isn’t a complete killer for your post’s popularity if you don’t take the time to do it.

But it hurts.

In the SEO niche, blogs on average do a better job of focusing on their visual appeal than most other niches.

But if you can find the time and/or money to have a useful and engaging visual appeal added to your post, it makes a huge difference to the number of links, shares, and comments you get.

For example, when you first visit Backlinko’s post this simple (but engaging) image greets you:

…And then when you scroll down, you see this graphical menu which allows you to click and navigate to various chapters in the post:

…And you’re bombarded with many custom graphics and videos throughout.

I don’t know what the cost for this design would be, but since Brian’s so popular in his niche and wants to keep his status, you can bet he didn’t skimp on costs.

Don’t Feel Constrained to This Ideal

Now look, this is the upper end of what you can aim for – the best the web has to offer (in regard to written content).

You don’t necessarily have to match it yourself because it might be out of your budget.

But, the closer you can come to this ideal, the better off you’ll be. Not only that, but your search rankings will stay secure not just for the next couple months, but for years ahead while your competitors figure out what to do.

By the way, other great example blogs to study and imitate include:

You may have your own favorites too. For now, you understand what your blog must look like to dominate your niche.