Do you have a site but very few visitors? In this case, you are part of the vast majority of website owners. And yet, there are solutions to make yours effective…
You can massively develop your activity with your website. If you had a hundred people potentially interested in your offer who reads you every day, how would it transform your business?
The web continues to change very quickly:
- Some technologies remain, others disappear;
- Some strategies are developing and others are dying out;
- Some sites are born and others perish anonymously.
Do you know what a showcase site is? It is an expression used since the beginnings of the Internet to designate a website which presents the products / services of a company with possibly a contact form.
A showcase site is the equivalent of a brochure on a website. Even today, many SMEs choose to create a showcase site for their company on the Internet. And among these companies, many will also realize the uselessness of their website. No traffic. No customer.
But the showcase site is dead, because it presents a series of products and services instead of responding (semantically) to the precise needs of the market you are targeting.
The people who make up your market (potential customers) probably don’t have the same way of talking about your product / service as you do. They may not recognize themselves in the message you express with your own expertise.
If you have to change the way you present your product, what is the right approach? This is a question that we can only answer with keyword research and testing on your site.
How to attract the target market to your website? Answer the questions directly. To do this, you must research the language used (keywords) and answer questions from your audience.
A showcase site does not allow you to adapt to the market, because it does not evolve. For a site to be effective, it must be aligned with the needs of your target audience. It is essential to have a marketing vision (customer-centric) to develop your website.
Long-term Internet presence prospects
One of the most common mistakes after creating a website is abandoning it. Immediately after bringing it to life, many companies hope to reap benefits very quickly. Unfortunately, that never happens, because no website can be seen without actively promoting it.
You cannot predict the effectiveness of your website. But if you test and optimize it, you greatly increase your chances of achieving quantifiable results and you will reap the benefits in the long run.
So don’t abandon your site after it’s created, it still needs you to be useful to you.
How to make your site useful?
To start, let’s try to define what a useful site is.
- A site visible to your audience;
- A site that brings you customers.
Is your site useless?
- A few visitors?
- Don’t bring you any new customers?
To measure the usefulness of a website, you need to know how many visitors it attracts and what turnover it generates.
Success = Traffic + conversion
The success of a site depends on 2 variables: traffic (the number and quality of visitors) and conversion (the number of visitors who become customers).
For your site to be useful to you, you will need to optimize these 2 variables. And to optimize, you have to test and analyze.
From “supposed better” to “tested better”
No agency, marketing professional or developer can guarantee the success of a site before it goes online. The only way to ensure the success of your website is to test your assumptions, analyze them and draw conclusions to modify your site. So it’s a recurring process that takes place after it’s online.
In a typical web agency model, you will order a website from a service provider. He will imagine a tailor-made solution that should bring you traffic and convert that traffic into sales (ordering a site> commercial proposal> creation and posting).
The service agency will “assume” that a series of pages must be set up. But if that assumption turns out to be wrong, your site will not be very useful (and the provider will be paid no matter what). That’s the problem with a classic web agency model: you get a site with no guarantee of success. While to ensure the success of a site, it is vital to optimize its traffic and its conversion rate after it goes online.
Another model exists, but before coming back to this point, let’s review together what is the natural referencing of a website.
Natural referencing applied to your website
To improve the results of your site, you must understand the challenges of natural referencing (SEO). It is your SEO efforts that will bring you traffic over the months and years. To be effective in optimizing your site, you must forget the concept of “showcase site” and favor the concept of “useful site for your audience”.
Understand the logic of Google
To understand the fundamentals of SEO, we will ask:
- How does Google work?
- What is Google looking for?
- How to give Google what it asks?
To rank the best results (pages) for a given keyword, Google mainly uses 2 criteria:
- What the page says for itself (its content): on-page SEO;
- What other sites say about the page: off-page SEO.
Among these 2 criteria, the second is by far the one that has the most effects in the results. In order for a given page to be visible in Google, this page must therefore be highlighted by other sites than yours. Optimizing traffic for your site will therefore depend both on internal factors (titles, internal links, keyword density, etc.), but also and above all on external factors (inbound links).
Thus, each page of your site must be optimized on a specific keyword and you must promote it to sites related to your theme.
Choose your keywords
Keyword research is an exercise that allows you to identify targeted keywords for pages on your site. These are the keywords (single words or phrases) that your pages should use.
The objective of this study is to find keywords for each page according to 3 criteria to balance:
- Relevance ;
- Traffic ;
- The competition.
There is no point in attracting people who are looking for something that you cannot offer them. Choose keywords that are relevant to your offer.
Your keywords must attract a minimum of traffic to be useful to you. Check the monthly search volume of your keywords with the Google AdWords keyword tool.
The competition :
If you have identified keywords relevant to your offer with a high volume of traffic (searches), you must take into account the competition on this keyword. If the competition is too strong, choose a less searched keyword, because it will be very difficult to position yourself on a keyword that is too competitive.
Plan the success of your website
Have you decided to make your site useful? Do you understand the fundamentals of natural referencing? So all you have to do is organize yourself to attract more visitors and convert them into customers. Several solutions exist for this: online tools, service offers, training, etc.
The ideal solution will depend on:
- Your internal marketing and technical skills;
- Your communication budget;
- The commercial objectives of your site.
A content strategy and analysis procedures
First, you need to quantify the results you want. How many new customers? How many additional turnover? How many monthly visitors do you want to get?
From these answers, you will be able to establish a strategic document which details the actions to be taken to optimize your traffic and your conversions.
This strategic document must contain at least:
- A study of keywords for your market and a list of pages to create;
- Site optimization recommendations (on-site SEO);
- A list of sites and social profiles of influencers in your market (off-site SEO);
- The roles and responsibilities of each person involved in your web project (internally and externally);
- A plan to create pages and analyze the results of your efforts.
This strategic document allows you to have a clear vision of the means to achieve the objectives of your site. Studying keywords, competition and inbound link opportunities will highlight ways to optimize your website.
A model to optimize your site over the months
We summarize what you have with you at this point:
- The desire to make your site useful;
- An understanding of the fundamentals of natural referencing;
- A plan to optimize traffic and conversion rates for your website.
You just have to put your plan into action. Depending on your situation (skills and resources), you can adopt a combination of one of these 2 organizational schemes:
For entrepreneurs without budget: training + tools
- You understand natural referencing well and you continue to learn regularly (watch);
- You create your strategic document with site and keyword analysis tools (SEM Rush);
- You create and analyze your web pages, then refine according to the results (WordPress).
With a partner / associate / colleague
- You develop a web strategy with an Internet marketing professional;
- You or a service provider create and analyze your web pages, then refine them based on the results.
Maintain your website regularly
Getting your website online is just the beginning. You have to realize the potential it can bring you. Therefore, maintain it to get the results you expect.
It is imperative to take into consideration the lifespan of your website. Google favors the sites which will respond precisely to the requests / needs / questions of visitors. The challenge is therefore to create the maximum number of pages targeted on keywords sought by your audience.
And create and publish. You will reap the benefits in the very long term!
Set up a team at the service of your Internet development
Building and developing a quality website requires a significant investment, in time, money, and often both. On the other hand, the results can be a game-changer for your company.
To be effective, build a team for your Internet development. You will need the following skills:
- Technical web profile (scripts, optimization, creation of pages, etc.);
- Marketing profile (analysis, tests, writing, editorial choices, etc.).
Good questions to ask yourself to have a site that is useful for your business:
- How much revenue is my site making and how much could it make?
- Do the pages on my site respond to Google searches in my market?
- How to implement a method to optimize my site?
So, are you convinced not to drop your website? Are you ready to invest what it takes to grow your business with your website?
Tell me in the comments what are the obstacles or the questions you are asking yourself. I will answer it with pleasure.