Now that you have a potential client on your site, how do you keep them there, browsing the pages and thinking about investing?
Take the example of Simply Business, this is a UK-based insurance broker specialising in small businesses, but they don’t just write content concerning their immediate market they also include site content designed to engage their clients, primarily small businesses.
It’s a great example of a business that hasn’t just concentrated on insurance in the hope that people will find the site and read the content, it’s taken a wider view and looked to engage with a bigger audience – small businesses.
What else can marketing teams be doing to ensure they cast their web net as far and wide as possible, and encourage visitor not to immediately bounce back to Google ?
Here is the ultimate guide to keeping visitors on your site for longer…
1. Easy to navigate
The most important aspect of customer retention is first impressions, and you only have one chance to make a first impression, so make it count. If your site is easy to navigate a client is more likely to persevere looking through. If you make it difficult to find out information a prospect is far more likely to leave.
2. Engage with content
The second key point is to make your content relevant and engaging. Get to know your clients. If you serve smaller scale clients, they would be less interested in international trade agreements as a multinational company would be – so make sure you’re not wasting valuable time and resources.
3. Create a network of links
The third key point is making sure that your website is appropriately linked throughout. Make reference to other content to ensure that people delve further into your site. The longer they stay on it the more they learn about you are a company and your products.
4. Keep posting ‘em
The fourth key point is to ensure that you are not only producing great content, but are updating it on a regular basis. It’s all well and good having one post on your site and creating a buzz around that post, but once someone has read this blog where’s the incentive for them to return and continue exploring your site? Best practice is to post new content at least two or three times per week.
5. Demonstrate knowledge and research
The fifth point add in highly relevant links in your site, not only linking back to yours, but to others as well for it shows the client that you have conducted considerable amounts of research in and around your topic/ business effectively. When you include hyperlinks, consider creating them to open another page when clicked – this way your web page remains in view, rather than being replaced by the site you are linking off to.
6. Video and imagery
The beauty of websites today is that nearly all will make life very easy if you want to post up video content. There’s nothing worse than pages upon pages of writing – no matter how good the words are. There needs to be something (even if it’s a picture and sub-heads) breaking the copy up. Even better is video. Search YouTube for a relevant video that explains the key points you’re making, and it will bring the page to life. Your web visitors will also be given yet another reason to stay on your website and could feel compelled to venture around once the video is complete.
GoldSand Digital’s marketing strategies that include copy creation, posting and distributing of articles, social media management and email marketing all help to push extra traffic to company websites. Then, with great web copy and resources we can keep your prospects engaged for long periods of time.
Call the team on 020 7269 9885 or email info@goldsanddigital.com to find out more.