With people flocking to the internet to conduct research, request information and shop online, it is vital that local business owners understand how to use their website as a powerful sales and marketing tool.
So where do you start? The good news is that when it comes to online success, there are only two key factors to focus on. The first of these is the number of unique visitors (or people) who come to your website. The second is your conversion rate – that is, the percentage of visitors who buy something from you or make an enquiry.
Your ability to influence these two factors for your own website comes down to the two ‘P’s’ of website success which we call ‘Promotion’ and ‘Persuasion’.
The promotion of your website will directly influence visitor numbers and the persuasion of these visitors will determine your conversion rate.
When it comes to where to put your energy, persuasion should always come first.
Unfortunately, many people fall into the trap of spending lots of money on promoting their website and watch in sorrow as the website fails to persuade anyone to buy or show any interest in their products or services. It’s like turning on the tap with a leaking hose and lamenting the lack of water at the other end. Fix the hose first, then turn on the tap!
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