Attracting visitors to your website is no easy task, but it’s only the first step in establishing a meaningful and profitable online relationship with your potential customers and deepening your connection with existing customers in a way that leads to repeat business.
Your website has the potential to be a powerful marketing vehicle and function as an invaluable tool within your sales process, but one visit very rarely seals the deal. You’ve got to keep first-time visitors coming back for more. Conversion percentages vary by industry, but across the board, the majority of your website visitors are just stopping by, researching, browsing, and kicking tires; they are not yet ready to buy yet.
So how do you get them to return? Here are 7 tips to get people to come back to your website for more:
1. Make a killer first impression
The old adage holds true: “You never get a second chance to make a great first impression.” And when it comes to new website visitors, you’ve only got a few seconds to grab their attention and make a knockout impression before they click away. If they’re not impressed by what they see the first time, why would they return? Eye-catching design and compelling copy can set the stage for the start of a beautiful relationship. An outdated look, unresponsive design, and vague or boring copy are sure turn-offs that will cause visitors to leave, likely never to return — and you’ve lost potential business.
2. Capture their email address
We can’t stress enough the importance of building your email list for marketing purposes. When you gather an email address from your new website visitors, it enables you continue a relationship that would otherwise be lost. Offer a compelling free gift to entice visitors to opt in to your email list with webforms placed prominently on your homepage, other landing pages, and blog posts; and don’t shy away from using smart and polite pop ups. Once you have a visitor’s email address, you can reach out to them again and drive them back to your website.
3. Blog consistently
Blogging consistently is one of the most effective ways to keep people coming back to your website. Create blog (vlog, podcast, etc.) content that’s useful, practical, and fresh. Include educational information that your readers can put into practice to solve a problem or make their life easier in a way that’s relevant to the products or services you offer. Follow an editorial calendar to organize the flow and stay on track, and incorporate blog series to build anticipation and encourage readers to return for the next part.
4. Keep it updated
Make your website a go-to destination for people who are looking for products or services like yours. In addition to keeping your blog updated, continuously add new content to your website to keep it updated and fresh — industry news, upcoming events, whitepapers, reports, e-books, or tutorials — turn your website into a hub of information, and people will keep coming back for more.
5. Send an email newsletter
When Solamar sends our newsletter each week, our website traffic spikes. People who opted in and trusted us with their email address get information they find useful delivered directly to their inbox. Then they click through and return to our website again and again. Over the years, many of these readers who started as first-time website visitors have become clients. And our clients have experienced similar results. Email newsletters keep website visitors returning, and more importantly, enhance the “know, like, and trust” factor that leads to business growth.
6. Get strategically social
Stay active on social networking sites. To keep your brand and your website in front of an interested audience, engage with your friends and followers. You want people to keep you and your website in mind as a go-to resource. Don’t be spammy, but instead share your content and invite your social connections to return to your website regularly to check out the helpful content you’re publishing.
7. Retarget for results
Retargeting (also known as remarketing) has been around for quite awhile, but as we recently posted about, in recent years Facebook and Google have made retargeting more accessible for small business marketers. Retargeting is now one of the most powerful ways to drive people who have already visited your website back to your website again. By adding a simple pixel of tracking code to your website and creating a campaign within Google or Facebook, you can get your ads in front of people who have already checked your website out and shown interest, to keep them coming back for more.
You’ve invested time, money, and energy into creating a website to help grow your business. To get the best ROI, deepen your relationships with prospects, stay top-of-mind ahead of your competitors, and increase the likelihood of doing business together, keep people coming back to your website for more.
Want help putting together a plan to keep people coming back to your website? Give us a shout.