Back in the day, many dotcom companies burned through cash like crazy when they advertised (typically offline) to drive visitors to their website. This tended to generate a short-lived "sugar rush" of visitors who never came back or bought anything. The thinking was, "you need to keep content fresh to keep visitors interested and coming back for more".
Some websites rely on fresh content for traffic, such as news portals. This does not mean that every website will benefit from the same strategy, however..
Many of the websites we build for clients are designed for bringing in more business. Now, once you've convinced a prospect to become a customer, the website has done its job and fresh content becomes far less of a concern.
While the old saying in marketing is that it takes 7 contacts (or visits in the case of a website) for a prospect to convert, this all depends. Generally speaking, the more expensive or complex the product or service you have to offer, the more visits will be needed to convert a prospect.
The best way to drive these initial "pre-conversion" repeat visits is to incorporate a "lead capture" mechanism into your site. This might be as simple as a newsletter signup form, or it could be an invitation to download more comprehensive materials (e.g. a free report or eGuide).
This allows you to educate prospects about the value that you offer as well as stay in touch. Your followup contacts will keep prospects coming back to your site to dip back into your content.
We use this technique very often - on our own website as well as client websites. However, whether a lead capture mechanism is necessary or not in your case all depends on how hard it is for you to convert first time visitors into paying customers.
Just to add another layer of confusion, I'm not saying that you shouldn't add new content to your site or perform updates. Just that it isn't a necessary condition of a successful website.
New content - especially articles and other informational content - can be a great asset to your site. Even better, if your website is tightly focussed around a certain topic, or you're seen as an "authority" in your area of expertise, then an "Articles" section can indeed attract visits from potential clients.
This is of course a desirable thing, but keep in mind that it won't come without effort. You'll have to write all of this content (or at least find someone to write it for you). Of course, it's also no guarantee of success.
Many business owners we talk to are eager to include a "latest news" section on their sites in order to bring in repeat traffic. There are two reasons why I don't generally recommend this.
1. Unless you are a genuine authority in your field, these sections tend not to be all that informative or interesting to prospective customers.
2. You'll need to keep these sites updated regularly. Most businesses don't keep up with this. Think about how many websites you see that have sections for "latest news" which haven't been updated for at least a year!
The message here is to plan ahead. If you're building a website which will need weekly updates, then make sure that the resources are in place ahead of time so this will be done. If you can't make sure that this gets done, low maintenance is the way to go.
Some websites rely on fresh content for traffic, such as news portals. This does not mean that every website will benefit from the same strategy, however..
Many of the websites we build for clients are designed for bringing in more business. Now, once you've convinced a prospect to become a customer, the website has done its job and fresh content becomes far less of a concern.
While the old saying in marketing is that it takes 7 contacts (or visits in the case of a website) for a prospect to convert, this all depends. Generally speaking, the more expensive or complex the product or service you have to offer, the more visits will be needed to convert a prospect.
The best way to drive these initial "pre-conversion" repeat visits is to incorporate a "lead capture" mechanism into your site. This might be as simple as a newsletter signup form, or it could be an invitation to download more comprehensive materials (e.g. a free report or eGuide).
This allows you to educate prospects about the value that you offer as well as stay in touch. Your followup contacts will keep prospects coming back to your site to dip back into your content.
We use this technique very often - on our own website as well as client websites. However, whether a lead capture mechanism is necessary or not in your case all depends on how hard it is for you to convert first time visitors into paying customers.
Just to add another layer of confusion, I'm not saying that you shouldn't add new content to your site or perform updates. Just that it isn't a necessary condition of a successful website.
New content - especially articles and other informational content - can be a great asset to your site. Even better, if your website is tightly focussed around a certain topic, or you're seen as an "authority" in your area of expertise, then an "Articles" section can indeed attract visits from potential clients.
This is of course a desirable thing, but keep in mind that it won't come without effort. You'll have to write all of this content (or at least find someone to write it for you). Of course, it's also no guarantee of success.
Many business owners we talk to are eager to include a "latest news" section on their sites in order to bring in repeat traffic. There are two reasons why I don't generally recommend this.
1. Unless you are a genuine authority in your field, these sections tend not to be all that informative or interesting to prospective customers.
2. You'll need to keep these sites updated regularly. Most businesses don't keep up with this. Think about how many websites you see that have sections for "latest news" which haven't been updated for at least a year!
The message here is to plan ahead. If you're building a website which will need weekly updates, then make sure that the resources are in place ahead of time so this will be done. If you can't make sure that this gets done, low maintenance is the way to go.
About the Author:
About the author: David B. Ascot's knowledge is in improving sales lead generation results and your company can utilise his winning strategies of online lead generation.
0 komentar:
Posting Komentar