By Lauren C.
You know how great your business is. Problem is, you can’t seem to find anyone else who agrees with you. Though you’ve been in business for several years, and you have a loyal base of customers, expanding in the future seems unlikely. Maybe there’s a big box store opening around the corner, or the rent just increased a notch. Regardless, the cards seem to be stacked against you.
Furthermore, you think you’ve tried everything. You sent out flyers to people in the community. You’ve made cold phone calls to potential clients. You’ve even hired one of those nifty SEO companies that helped improve your online ranking, but that isn’t yet converting to higher sales numbers.
So does this mean you’re doomed? Of course not. There may be several reasons your business is struggling to succeed, and none of them have anything to do with your product or services. Search Engine Watch argues that there are four easy steps you can take now to improve your conversion rates, and start expanding your business once again.
1. Improve the Aesthetics and Functionality of Your Website. According to one statistic from Search Engine Watch, users will decide if they trust your site within 3 milliseconds. A trustworthy site means that users can intuitively find your product or purchase page quickly. Buttons need to be placed appropriately for simple navigation, and the color scheme of the site needs to match the theme of your business. For example, a website for a spa could use lighter, softer hues to signify a relaxing, stress-free atmosphere.
2. Make Sure Your Information Forms Work Properly. In accordance with having a functional and aesthetically pleasing website, you need to have a functioning information form. An information form is a way for companies to gather data about a customer, whether it be credit card information for a purchase, or an email address so you can send out coupons and holiday deals. Make sure that the form only asks for the most relevant information before the user has to press submit. The faster and easier the process is for the user, the more likely they will continue the purchasing process.
3. Modernize Everything, if Possible. We know that modernization can be expensive, but it can also make or break a sale deal. One case study concluded that the awkward process of customers having to call in to complete a transaction, instead of finishing the process online, significantly harmed a particular company’s sales. Ensure that all of your everyday business processes are up to date, and correlate with what your competitors do in your industry.
4. Find Trustworthy SEO Experts Who Know Google’s Algorithms. Though some customers may know which keywords will work better, or have a better understanding of Google’s algorithms than an SEO expert, it isn’t likely. The process of improving rankings and improving conversion rates is a long and slow one, which often includes trial and error. Also, Google updates its own algorithms often, and unless you have a clear understanding of this process, it can be very confusing. Make sure to find a highly qualified local search optimization that understands Google algorithm changes. Remember also to be patient. Unfortunately, the process to improve rankings can take time.
There’s no doubt that Google algorithms and local search optimization can be complicated. However, there are many ways to help improve conversion rates and sales without understanding every aspect of how Google crawls for website keywords and content to determine rankings. Find a local search marketing company you can trust, and then take the necessary steps to improve things from your own end. You’ll be making the big box store next to you just as nervous as you feel right now in no time!