1. Optimise – Get the website found in organic search with SEO Search Engine Optimisation and that investment of time or money will get phone calls, email enquiries, instant chats, to ask questions about your services. Or allow you to sell products online by answering questions and doing demos.
Or actually having an online shop for commodities over €20 where you have the gross profit margin, so you can afford to sell and ideally offer Free shipping worldwide. Not all sales are profitable, so do make sure you have the budget to design and develop and then promote the website. And then to be able to afford the investment of time and money to market and manage it. Plus all the logistics of getting the products made and then shipped to the buyer, handle returns and breakages, lost parcel and insurance etc. eCommerce is not as attractive as the headlines would suggest. Read our free SEO guide What is SEO?
2. Advertise – Use Google Ads or Facebook advertising or possibly Linkedin and Instagram, to advertise your products or services and linking back to your specific and relevant website landing page. This sort of advertising is getting more and more understood, more and more popular and therefore more and more expensive. But there are ways to get a great and measurable return on your online advertising spend, in a way that offline is hard to quantify. If you invest €100 in this form of advertising and get €1000 in sales, is that a good way to go? Bear in mind that if using Ads works for you, then your competitors will start bidding higher, so the Ads will become ever more expensive for you. Generally using Ads can work in the short term, but not so much in the long term.
3. Convert – If you are optimising and advertising then you will be getting traffic to your website, so now focus on the UX or user experience. And work hard on getting visitors to engage by asking a question, signing up to a newsletter or for a free guide, ebook or quote and call you or just simply buy something. Just as in a bricks and mortar store, this is something you need to do regularly. If visitors do not convert, then you are not gettting the right traffic or you are not convincing visitors to take action. In a bricks and mortar shop, if 100 people walked in to your shop in an average day and all of them left without buying anything or engaging with you somehow, you would be asking some serious questions.
4. Promote – When you do have a website let your customers know you have it and why they should visit it. Add something in to your emails or even on your physical packaging to promote visits to the site. You might add a special offer in each delivered parcel that upsells a related product. Maybe make an offer when you send an invoice or newsletter.
5. Engage – Be present when customers browse the website and offer real time response or online chat etc. Let visitors know that you are there and ready to be of service, just like a bricks & mortar store. An instant chat pop up (on the first visit only) would let people know you are there for them. If you move visitors to shop online, they may spend more time in your online store, because they can do it at home.
Remember that your ‘web presence’ is more than just having a website. It includes your company Facebook page and activities. It includes your Linkedin company page and activities, Twitter, Instagram and Google Business Profile. Anywhere you appear on the web.
How do I get more business from my Website and my overall web presence?
If you have the product, the margin and the budget, then you can start with planning the business website, create the wireframe and start with the custom design of the website. Without eCommerce it is a much easier deal and you are then talking about promoting and optimising a website with the sort of useful content that gets the phone ringing. But either way the web is a wonderful tool for reaching a wider audience and giving a better service to the existing client base.
Create specially designed pages to promote specific services. Get some Landing Page ideas HERE. The Landing Page can be specific to the search term or query. You could have dozens of these Landing Pages.
Bottom line – Your success will ultimately depend on how much value you bring to your visitors. That includes how the goods or services are packaged when you deliver them, how fast they get there and how great is your customer service. You are not just looking for online customers once off, you want people to keep coming back for more and who will rave about you and your services or products. There is nothing new here, it is the same as being on the High Street, with the added complication of it being hard to see who is in the store and how they react to your offering. As a Professional service, such as an architect or solicitor, you have the benefit of this online window that you do not get from your typical physical offices.
Digital Marketing – This really is a science and is very much data driven, so if you do not know how to manage your own, then outsource to someone competent and set agreed targets, to ensure you benefit profitably from any investment in your online presence. Any digital marketing needs to be a part of your overall marketing plan, rather than be a stand alone maverick. If you do decide to work with a digital marketer get references and check them out before partnering up, as it can really make or break your business. Give them a budget and review the results every single month. If you pay €1000 a month, you want to be seeing at least €2000 profit a month. If it works, why not invest €10,000 a month and look for €20,000 profit from it. Why stop, unless you cannot manage the growth.