Most businesses no matter how large or small have a website, whether it’s a one-page website or something a bit fancier with various pages of content, but how do you make the most of your website and what are some of the key things you can do to improve your traffic and content.

Digital marketing

How important is it to have a website?

Firstly let’s deal with why a website is so important to any business and also in relation to social media advertising.


Lots of people have online businesses and everyone is told how to grow their business using social media and whilst this is entirely possible using platforms such as Facebook, Instagram, Linkedin and many others, there are definite benefits to having a website too.


As most people are aware, lately Facebook has been making changes, altering algorithms to make the reach shorter, banning people for certain types of content and increasing advertising costs so already people are finding it harder to set up a FB only business and the risk of being on social media platforms alone is that if you post something that any platform doesn’t like the look of, they can shut your account for a period of time, effectively shutting you down without notice till they see fit to set you free to post again.


if you haven’t thought about getting a website yet, then now could be the time!


If you are on social media then as you will know only too well, when you post, it’s there for a moment in time and you have literally seconds to capture someone’s interest enough for them to engage with you, you post time and time again and give as much value as possible to gain trust enough for the prospect to think about making a purchase from you and in the meantime there are thousands of other business owners all doing the same thing so your prospect begins to feel fatigue with reading so many posts which usually leads to more scrolling.


Instead of posting for the sake of posting, it may be time to think about what you want the outcome of a post to be.


Is it enough for the prospect to engage with you, download your free content then comment on your post from time to time or if you are looking to be able to do more with the prospect? if so, then it may be time to think about getting them over to your website.


The benefits of getting a prospect from social media to your website are that they won’t be able to see anyone but you and the services you offer, this means there is no competition with what they are viewing.


When someone is on your website they only have your business to focus on and most importantly if they go to your website it is because they are looking for you, they are actively seeking the services you have to offer and if you offer more than one type of service then once the prospect is on your website they will be able to view all the services you offer, this is not generally the case with social media as usually we tend to post about just one service at a time.


use your website as a sales anchor to draw prospects from social media and other forms of advertising.


If you are on social media then as you will know only too well, when you post, it’s there for a moment in time and you have literally seconds to capture someone’s interest enough for them to engage with you, you post time and time again and give as much value as possible to gain their trust enough for them to think about making a purchase from you and in the meantime there are thousands of other business owners all doing the same thing so your prospect begins to feel fatigue with reading posts which just leads to more scrolling.


If you are posting on social medial, now may be time to think about what you want the outcome of a post to be.


Is it enough for the prospect to engage with you, download your free content then comment on your post from time to time?


If you are looking to be able to do more with the prospect and get their full attention then it may be time to think about getting them over to your website.


The benefits of getting a prospect from social media to your website are that they won’t be able to see anyone else but you and the services you offer, when someone is visiting your website they only have your business to focus on and most importantly if they go to your website it is because they are looking for you, they are actively seeking the services you have to offer.


If you offer more than one type of service then once the prospect is on your website they will be able to view all the services you offer, this is not generally the case with social media as usually we tend to post about just one service at a time.


Keep your website up to date 


It’s easy to forget your website once it’s up and running though, you set it up, add your content and then ignore it to concentrate on other forms of advertising but keeping your website updated is key to ensuring that your prospect receives the right information. So make sure that if something has changed such as your services, prices or contact details that you check and adjust the website accordingly and don’t forget to keep adding those testimonials as you get them, just check in from time to time to ensure your website it still up to date and relevant. 


Think about your content


If there’s one place to get your content right, it’s your website because it will be there for the life of the website unless you change it and should be as good as you can make it, not like social media posts, if you post some content and it doesn’t sound right then it’s there for a fleeting moment and moves down the newsfeed.


So unless you can write content that engages prospects then get a copywriter to do it for you, it hasn’t got to cost the earth but could be worth it in the long run to have content that converts prospects into clients.


If you haven’t got the budget for a copywriter and aren’t experienced at writing copy then you can have a go at it by writing some initial content, then asking others how it sounds, if possible ask existing clients too as they have used and understand your services and are likely to be very frank with you and let you know what’s missing or needs improving.


Some tips for writing good copy are to keep it simple and concise, don’t use long complicated words or sentences and space it out so it’s easy to read, introduce and present your services but don’t oversell, prospects want to know what you offer, what the benefits are, what the outcome will be, how long it will take and how much it is, particularly on the home page, you can always go into further detail on other pages but use the home page to grab attention fast.


Having blogs on your website has a few benefits too.


It helps prospects to see you as an authority on the service you offer.


It helps engage further with those who have an interest in your services.


Add some keywords into your blogs too, it helps with any online searches your prospects may do for the type of service you offer, you can do this by making a list of the terms and words that are most used in your industry, then try writing a blog trying to incorporate as many of these words as possible in the flow.


Use your blog as anticipation post on your social media, you just take a snippet from the blog and post it on your social media with a link in the comments to see more….  this link should take them to the full blog on the website and from there they should be able to easy navigate their way around.


Did you know 75% of people are more likely to purchase if they click onto three or more pages on a website and stay on the website around five minutes or longer at a time.

What about your branding?


Branding is a very personal thing and unless your are confident at creating a brand then if it’s in your budget, it is worth getting a branding expert, there are plenty of really good ones out there, but if you’re not sure who to use then ask for recommendations and to see some samples of their work.


If you can’t yet afford a branding expert then you can use Canva or similar software to create a basic logo if you need one to get you started.


When it comes to colours, lots of people struggle with this and it is hard to find colours that you like, that go together and that convey your brand look. 


I have added a link below from a YouTube video that I found really helpful to get an idea of what colours you are drawn to and what could work for your business.


https://www.youtube.com/watch?v=KMS3VwGh3HY


Get them to take action


Don’t forget to that you need some calls to action, now these can be on every single page and at various intervals as you scroll down, if you want the prospect to be able to buy from your website directly then make it easy to do this, there is all manner of software out there that allows just a few clicks and the purchase is made.


If you have a contact form and someone fills in their info and agrees you can contact them then don’t waste this golden opportunity, even if they don’t become a client, you should follow up with them from time to time and keep them updated with the services you offer, never let your leads go cold.


Add some testimonials too


Use your testimonials when you get them to further promote your services, I like to put these at the bottom of the home page so it’s one of the first things my website visitors see which endorses the service I offer.


It’s great to be able to add a clients video testimonial too if they are happy to do one and allow you to share it, as we know anyone can write a testimonial but having a video testimonial with the persons company logo on will show physical evidence of the quality of your service so it is definitely worth asking a client to do this for you.


The Easy way to get people to visit your website initially through social media is to post some great value content on your social media then let them know to go to your website to find out more.


Remember if a prospect visits your website it’s because they are interested in what you offer and who you are, this is a great way of securing your prospects.


The next step


Once you have an enquiry from the prospect though it then becomes time to sell them your services and lots of people struggle with this part of the process, it can be all to easy to get the prospect to engage and take information from you but then you can struggle to get them over the line and convert them.


This is where I come in, I offer both 121 and Group sales training for those the really want to start converting prospects with ease, whether your completely new to sales or a seasoned professional looking to update your training, a sales training session will help you to understand how to convert more clients with ease.


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“My name is Sarah-Jayne Astral founder of the Leads to Sales Accelerator which was created for business owners who are amazing at what they do but need more clients.

I have owned various types of business and been at the the forefront of sales and marketing for over 25 years and now focus on helping business owners generate quality leads and convert those leads into sales.

But that’s not all, from there I show you how to put the right systems in place that will allow you time to do what you’re good at – delivering an excellent service – whilst knowing you have a consistent flow of prospects and a solid revenue stream”

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To find out more about how the Leads to Sales Accelerator programme can work for you just click the link below to book a free consultation