Turn More Website Visitors into Customers with our TOP 10 List

By | Marketing, Mobile Web Design, NJ Web Design, Online Marketing, Search Engine Optimization, Social Media, Web Site Design | No Comments

Website Conversions into CustomersMaking your website more engaging and effective can increase viewer engagement and turn website visitors into leads, prospects and customers.

When looking to increase business from a website we often think in terms of increasing traffic.  But increasing traffic may not be the answer. It is easier to increase your website conversions than to increase traffic.

Conversions and Conversion Rates

A conversion is the act of a website visitor performing a measured goal on your website.  A conversion can be a sale, inquiry form completion, quote request completion, newsletter sign-up, white paper down load, etc.  The conversion rate is the number of people who have completed a measurable action divided by the total number of website visitors.  For example, if 1,000 people visited your web site and 15 people completed your inquiry form, then the conversion rate would be 1.5%. You can set up Google Conversion Tracking in your Google Analytics. Conversion rates are the ideal way to measure how your website is performing.

10 Tips and Strategies to Get You Started

  1. Your site must be mobile friendly.  30% will be viewing your website on a mobile device.  Test your site at http://google.com/webmasters/tools/mobile-friendly.  If it does not pass the test you need to take action.
  2. Create a Compelling Value Proposition
    • Don’t waste your home page value space on “Welcome” or irrelevant images.
    • Answer the question “Why buy” and “What’s in it for me”.
    • This takes a lot of thought – think in terms of Newspaper headlines
  3. Obvious, but worth mentioning, your phone number should be prominent in both header and footer.
  4. Increase Trust 
    • Third party citations, testimonials, articles published.
    • Member organizations
    • Photos that convey trust and expertise, team pictures, location photos, awards, etc.
    • Current content – no old news
    • Credibility symbols, licenses, certifications, reseller, authorized dealer, etc.
  5. Remove Clutter and Remove Distractions
    • You want to keep website visitors focused on a single action (conversion).
    • You might want to eliminate some pages.
    • Review Google Analytics Behavior – Site Content reports and remove pages that are not engaging and viewed.
    • Be clear and concise and remove images without meaning.
  6. Focus on Fast Readability
    • Everyone is so busy – display page content in easy to read format with headings, sub-heads and bulleted lists.
    • Use headlines, sub-heads and bulleted lists
  7. Craft a Well Written About Us Page
    • About Us is one of the most important and most read pages.
    • Share client challenges, trends, market expertise, process
    • Awards and accolades
    • Testimonials, pictures add a personal touch
  8. If You Serve a Local Geography
    • According to Google 73% of all searches have local intent
    • Make sure on your home page the geography that you service is clearly displayed.
  9. Social media integration
    • Engage your network in social media- but bring them back to your website.
    • Building your brand and your content on your own domain increases exposure and search engine ranking.
    • Put the tease copy on Facebook – “Learn the 5 secrets to”,  “Get 10% OFF”, “Get the Code”, etc and then let them click to get the info on your website.
  10. Purposeful Design 
    • Use of negative or white space around objects or buttons focus attention
    • Big buttons for action items or goals
    • Limit choices
    • Placing the most important content above the fold (no scrolling)

Now it’s time to take action. First, make sure you have Google Conversion Tracking set up on your website. Select two or three items from the list and start making changes that will have long lasting impact. Too busy? Let BZA assist you.

Zaccone to Speak on the Impact of Social Media to Non-Profit Groups

By | BZA News, Social Media | No Comments

Barbara Zaccone will be speaking on the Impact of Social Media at The Centre at Park Avenue in Orange New Jersey on October 15th at 8:30am.

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The program is part of the Centre’s Coffee Empowerment Series designed to assist non-profit groups in their marketing and operations.

Zaccone will be covering best practices in using social media to promote non-profit organizations causes, events and fund raising efforts.  For more information or to register contact The Centre at Park Avenue at 973-673-6854.

5 Easy Steps to Overcome Your Reluctancy to Market your Business with Social Media

By | Social Media | No Comments

By Barbara Zaccone

Frequently we hear companies claiming the reason they don’t want to take advantage of social media is that they don’t have much to talk about. These organizations sadly view their business as static versus dynamic. Wouldn’t you rather do business with an organization that is dynamic – on top of the industry, creating buzz, participating in events, networking, etc?  So, besides reaping all the benefits that Linkedin, Facebook and Blogging have to offer, by joining the conversation your organization will be perceived as a dynamic and resourceful force.Social media content plan

So how can you implement a social media content strategy that will eliminate writers block and give you a wealth of topics to talk about?

Check out these five easy steps that will put you on the path to success.

  1. Events – Talk about events that you are attending. You don’t have to be exhibiting at a tradeshow to talk about it.  You can share tidbits of knowledge you obtained from attending an event.
  2. Industry Commentary –  Shed light on a new industry product or service that was just released – comment about how you feel this will effect your customers and the industry. This will also help position you as a trusted expert.
  3. Charitable Efforts – Most people contribute to some charitable cause. Promote and recognize the charitable contributions of your management team and/or employee charitable. It’s a win win for all.
  4. Knowledge Sharing – This article is a perfect example. Write about the challenges your customers are facing and share your knowledge on how you can save your customer’s time and money. The BZA News Blog has hundreds of articles designed to help our audience.
  5. Photography – Blog & Facebook posts are 50% more effective if an image is associated with a post.  So not only will images improve your level of engagement, but they also don’t need lengthy paragraphs of content. A photo with a caption and/or one or two sentences will do the trick. This can be a real time saver.

I purposely left off the obvious topics that you also can include in your social media content plan. These may include; new products, new services, product updates, customer case stories, new hires, general company news etc.

As a final word of caution don’t fall into the trap of having all your content be self-centered. It’s best to communicate information that customers & prospects would actually find interesting.

If you need assistance in implementing and integrating your social media plan into your online marketing efforts please contact us.