It’s natural for your business to evolve over time. But no matter its size or the niche you belong to, your online presence can mean the difference between success and failure. Mostly because your web presence is what reinforces your brand and what you offer to your target market.
And with online marketplaces and online selling changing every minute, it’s important that your e-commerce store shows up when searchers are looking for someone like you. To that end, here are simple strategies you can use to revamp your business’s online presence and convert site traffic into paying customers:
Optimize Site for Target Market
Ask yourself: Is your blog or website content aimed specifically at your target audience? After being in business for a while, it’s common for business owners to start expanding their target audience to capture more leads. Consider doing the opposite and niching down.
Start by examining your target audience. Grouping your ideal customers based on spending behavior, shopping preference, and website pages visited. With this information, you can optimize your site to speak specifically to each of your audience segments.
Optimize Landing Pages for Conversions
Once you identify your target audience segments, you can move on to optimizing your landing pages for each group. First consider each segment’s personal goals, pain points, and needs. Determine what you want each of your landing pages to accomplish as well as the actions you want readers to take.
Make sure your landing pages are free of clutter, extra information, and links- such things distract your site visitors. Making it difficult for your audience to know what action you want them to take. And if you have only one goal, make that goal the only thing users can do on each of your landing pages.
Optimize Site for Mobile
You probably know how important mobile optimization is for improving a business’s online presence. But if you’re still not sold on the idea, here’s what you should also know:
- More than 1.2 billion people use mobile phones to access the internet.
- Americans spent more time on their phones in 2019 than they did watching television.
- If mobile users find it easy to navigate your site, 67% are more likely to convert.
The current statistics show how important mobile is to your customers. And when you focus on what’s important to your target audience- a mobile-optimized site- you attract more site visitors and increase your chances of making a sale.
Improve Site Speed
Along the same lines, a site optimized for mobile doesn’t need redirections- which increases load time. Websites that take more than 3 seconds to load have 40% of users abandoning the site.
In fact, a recent study by Akamai claims that each second your website takes to load leads to a 7% decrease in conversions, 11% fewer page views, and a 16% decrease in customer satisfaction. So don’t just optimize your site for mobile. Make sure all your pages load in less than three seconds, on all devices.
You can use Page Insights from Google to test your site speed.
Target Top Keywords
Always remember: SEO is a moving target and the key to success is frequent keyword research. Google Trends and Google Keyword Planner can show you what searchers are looking for and which keywords have the highest search volume. You’ll also find out how your website measures up against your competitors on certain keywords.
Once you know what your target audience is searching for, you can create a list of top keywords to target. And use the chosen short phrases in the body of blog posts and case studies. Or in headings, website URL’s, or image alt text. This helps in ranking your website when searchers use your target keywords and it drives even more traffic to your website. Getting your site ranked isn’t always easy, and is one of the key reasons many entrepreneurs opt to buy an existing ecommerce venture, rather than start from scratch.
Check Your Local Business Listing
A Go Gulf research team found that 97% of internet users search online to find local businesses. Having your business listed in local directories not only helps more local consumers find you but it’s also an excellent strategy for growing your online presence.
For your business to show up in a local or “near me” search, you must add your store to Google Maps. You should also consider having your business listed on popular directories like Yelp and Trip Advisor. It’ll make it easier for searchers to find your business online.
Remember to regularly check your business listings to make sure the information is consistent and up-to-date on all platforms.
Respond Quickly to Negative Reviews
Improving your business’s online presence isn’t only about optimizing your site or getting listed on local directories. It also involves monitoring what your customers are saying about your products or services in review sites. Unlike complaints made in person, online reviews have the potential to reach thousands- if not millions- in less than a day.
While negative online reviews can be disheartening, they don’t have to result in lost businesses. In fact, you should see the complaints as a chance to attract more customers. And how can you do this?
Quickly respond to the complaint in a polite professional manner. And avoid making excuses or placing the blame on others. Instead, offer to personally handle the issue with the customer and take your discussion offline.
Once the problem is solved, post the final outcome- detailing the steps you took- in the review site with the complaint. This shows potential buyers you value customer satisfaction and limits damage to brand reputation.