5 Mistakes You’re Making with Your B2B Blog Content

5 Mistakes You’re Making with Your B2B Blog Content

5 Mistakes You’re Making with Your B2B Blog Content

Digital content writing can be tough. Not only do you have to write well and be engaging and compelling, you have to know what your intended audience (a.k.a. potential customers and leads) is searching for, what they want to know, and how to get them motivated to act on what they’ve learned and get in touch with your people. We see B2Bs missing the mark with their content all the time. Here are the five mistakes you’re probably making with your B2B blog content right now:

1. Too much jargon

You are probably an expert on the products or services that your company provides; you probably know all the industry terminology and abbreviations, too, and use them in your daily conversation. But your customers, especially the kind you’re trying to reach—new customers—probably don’t know the industry jargon. Using too much jargon without properly defining it will confuse your readers and potentially cause them to navigate away from your blog to more understandable and accessible content available elsewhere.

2. Missing content for stages of the buyer’s journey

Customers go through a buyer’s journey when making purchase decisions: the awareness stage, where they become aware of their need for a product or service; the consideration stage, where they consider various suppliers/service providers, price points, product/service offerings, etc.; and the decision stage, where they make a purchase. If you don’t have content geared toward leads in each stage of the buyer’s journey, you’ll miss opportunities to reach leads in certain stages, resulting in lost customers.

3. Missing content for some buyer personas

You might have content that is geared toward buyers of your product, but do you have content geared toward all the potential leads who may have interest in your product? Even if the majority of your business comes from one specific market segment, chances are that you have secondary and tertiary audiences for whom your product or service has value as well. If you’re not reaching out to those audiences as well, you’re missing out on conversion opportunities, as well as the opportunity to diversify your customer base to mitigate dependence on volatile industries.

4. No calls to action

You’re writing blog content because you want your reader to do something. In general, that something is to purchase from your company, but each blog post has its own specific and content-related goal. If you have a blog post on “How to find the right supplier of X component,” it should at some point direct readers to learn more about how your company is the right supplier of that component. For content geared toward prospects in the decision stage of the buyer’s journey, calls to action should direct them to request a quote or to set up an appointment with a sales contact. This is how you turn your blog readers into actual paying customers.

5. Not making content locally-relevant

For a lot of businesses, even B2Bs, location matters. If your operations are housed in a certain location, and that location is beneficial to your customer base or desired customer base, you should incorporate that into your content. For example, if you’re a Tier I or Tier II automotive supplier and you’re located in Michigan, that’s something you should absolutely be using to your advantage, as the Big Three are headquartered in Michigan and many of their warehousing and manufacturing facilities are in Michigan and surrounding Midwestern, Rust Belt states.

If you’re ready to enhance your digital presence and step up your contact game, it’s time to get in touch. Evenbound has expertise on the content strategies that will increase visitors, conversions, and leads from your digital content and boost your digital marketing ROI. Don’t believe us? Check out the case study below:

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How to Write Compelling Service Pages for your Law Practice’s Website

How to Write Compelling Service Pages for your Law Practice’s Website

How to Write Compelling Service Pages for your Law Practice’s Website

For your clients, the legal field is a vast and confusing place. After all, there are some lawyers who deal with personal injuries, some with workers’ compensation, some with estate law, some with property disputes, and others with criminal cases—and you know we haven’t even touched on every type of law or lawyer in that list. That’s why service pages are so critical a component of a law practice’s website, because they help your potential clients understand what it is that you do and how you can help them. Here’s how to write services that will be compelling to site visitors and help convert them into clients.

What are the elements of an effective service page?

A service page needs to do four things: define the service, show the value of the service, explain your process for providing that service, and explain why your firm is the right one to provide the service. So, if one practice area of your firm is medical malpractice, your should have a service page defining medical malpractice, explaining how claimants can receive compensation for their injuries if they win or settle the case, how the process of starting a case works, and why they should choose you to represent them.

Why is defining the service important?

Yes, legal services are complex and not easy to boil down into accessible, easily understandable information on a standard website page of approximately 300 to 500 words. But your site visitors are looking for information about whether or not they even have a case and should get in touch with a lawyer. You need to define what medical malpractice is or what workers’ compensation is, otherwise, you’ll only reach people who already know about those things, and that they have a claim—and you’ll miss out on a ton of possible clients.

Why your firm and not the other guys?

Potential clients aren’t just looking at you, they’re looking at other law firms too and comparing them. That’s why your service page should highlight why your firm is the best choice. Maybe it’s your winning record or the amount of money you’ve won for your clients. Maybe it’s a special service you offer, like having attorneys that speak both English and Spanish if you practice in a predominantly Spanish-speaking area of the country or in immigration law. Think about what your audience, your desired clients, are looking for in an attorney and highlight those qualities on your service pages.

If it’s time to rewrite your service pages (or write some for the first time), get in touch with Evenbound. We’ve worked with law firms to create service pages for all areas of their practice that convert site visitors into clients.

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8 Bad Email Marketing Habits that are Killing Your List

8 Bad Email Marketing Habits that are Killing Your List

8 Bad Email Marketing Habits that are Killing Your List

Love it or hate it, email marketing delivers results, especially when done properly. In today’s world of ever changing technology, email has remained relatively constant as a great, mostly unobtrusive way to get consumers’ attention. The consumer gets the information they’re looking for delivered right to their inbox, and we marketers get leads, and metrics on which email campaigns are delivering results, and which need more help.  

In today’s fast-paced world of electronic communication, email marketing remains one of the most effective outbound marketing tools available to get your brand in front of interested eyes — but it’s still an art form. The average consumer gets hundreds of emails a day. Many have multiple email accounts — one for personal use, one for work use, and maybe even one for “spam” like their coupons and sales alerts. That makes it tough for marketers to get ahead, and it means your email marketing game has to be on point, at all times. So, if you’ve noticed a recent uptick in “unsubscribes” here are a few things that you might be doing wrong, and what you should be doing instead:

#1 Unsegmented List

If you’re email marketing to your entire list with the same emails, you’re going to lose subscribers.. Today’s consumers are particularly sensitive to irrelevant sales pitches, which is why it’s so important to segment your list based on consumer wants, needs, and demographics.  

Let’s say you’re a homebuilder who does new builds, renovations, and works with realtors to sell developed homes. When you send an email out to your entire list about a home you recently renovated, only one third of your list is going to care.  The other two thirds of your email marketing list, homeowners looking to build a new home, and realtors looking to partner with you to sell a new home, your email is not applicable. They don’t care about renovations, so they’re going to delete your email.

Worse, they might start to think that “this is a builder who doesn’t care about what I’m looking for, so I no longer see the value in subscribing to this newsletter. ” Herein lies the benefit of email marketing segmentation. You can send that awesome home renovation to subscribers you know are interested in renovating, and send your full-build subscribers information that’s more relevant to them. That way, everyone is happy. Sure, you sent out an extra email, but you’re more likely to get a better response rate from emails that are precise and relevant, than blanket emails that go out to your entire subscriber list.

#2 Not Testing Your Emails

People pay attention to details. If your emails aren’t functioning properly, if you commonly misspell words, and often forget to include links, your subscribers will notice. It’s important that you test every single email you send out, before you send it.

Today’s consumer will move on in the blink of an eye if the link they wanted to click on doesn’t work — and that’s a big miss for you. A simple test before you send out emails to your various segmented lists can save you a lot of trouble, and maybe even win you one or two more sales. Don’t forget this very important step in your email marketing strategy. Even if it feels like you’re running out of time and you just want to press the send button — give it one test before you send it out. It’ll help maintain your authority, and a well made email can help many consumers convert to leads.

#3 Sending Too many Emails

Almost every consumer hates spam. No one wants to go through their inbox every day and clear out hundreds of spammy emails. Unless you’re an e-commerce site with a new sale every day, you shouldn’t be sending out more than one email a week. If you’re in an industry with a longer lead time, like manufacturing and home building, you might want to cut your emails down to just a few a month.

Remember that when it comes to inbound marketing, consumers prefer quality over quantity. Minimize the number of emails you send out, and make sure the ones you do send out have worthwhile, high-quality information that people will actually be able to use. The better your content, the more likely people are to read it, and the more likely they are to click through to your site.

#4 No CTAs

If you don’t include CTAs in your emails, you’re seriously missing opportunities. The point of email marketing is to draw some of those potential clients into your website, and into your sales funnel. The only way to make that happen is to give them a way to get to your site. A click through button, a call to action, or a “get your free consultation today” button can work wonders, and will boost the number of digital leads you see, especially if you’re putting out quality content that’s relevant to each specific segment of your list.

#5 No Unsubscribe

If you email market, you have to have an unsubscribe button. Besides the fact that it’s the law, most consumers abhor being trapped in an email subscription that they can’t get out of, and aren’t likely to subscribe in the first place if the know it will be difficult to get out.

Try not to hide the unsubscribe button either. As tempting as it may be, the average consumer is likely to give your company more respect if you continue to give them control over the communication they’re getting from you. And really, you don’t want to be sending out emails to people who don’t want them, and don’t care — it’s a waste of everybody’s time.

#6 Sending Unsolicited Emails

In a similar vein, don’t send unsolicited emails. If someone hasn’t expressly signed up for your newsletter, or given you their email address, don’t email them. Again, you don’t want uninterested consumers subscribing to your newsletter, because it’s really only going to interfere with your metrics. If they don’t have an interest in your product, and never will, it’s not worth it to keep shouting at them about this really awesome product you’re selling. That’s called push marketing, and it’s so 1994.

#7 Sending at the Wrong Time

If you’re sending your emails out to your subscribers at the wrong time, you might not be seeing the kind of engagement you were hoping for. Again, most consumers are inundated with emails constantly, from spam to work emails, and if you send at the wrong time, it’s easy to get lost in a sea of “final sale” “This is your last chance” emails that no one actually wants to read. So, pay attention to your subscribers’ habits.

When do you get the best engagement, and when do your emails slip through the cracks?

The best time to send an email varies for every business, depending on what you’re selling, and who you’re selling to, so it’s just a matter of observing the metrics, and choosing a time to send an email when you have the best possible chance of getting read.

#8 Not Measuring your Success

The absolute best way to kill your list when you’re email marketing is to never look at your metrics. Every email marketing tool provides some level of metric reporting for a reason — so you can evaluate how well your outreach is doing, and what your ROI is. If your emails aren’t generating any results, you need to try something different. On the other hand, if the emails you send out at 3pm on Thursdays are seeing remarkable engagement, that’s something you need to know so you can keep doing it.

To have a successful email marketing strategy, you need to look at the data, and often. The more informed you are about the hits and misses of your email marketing campaign, the more prepared you’ll be to succeed in the future.

Email marketing is a key aspect of any digital marketing or inbound marketing strategy. If you’re having trouble segmenting and getting your list just right, give us a call. We’re email marketing pros, and we’d be happy to help!

If you’re not ready to chat just yet, check out our Smart Ass Guide to Inbound Marketing. We promise you won’t be disappointed — or at the very least, you won’t be bored.

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What’s the Inbound Marketing Funnel Anyway?

What’s the Inbound Marketing Funnel Anyway?

What’s the Inbound Marketing Funnel Anyway?

Here at Evenbound, we’re always talking about inbound marketing. It’s kind of our thing, so you’ll notice most of our blogs talk about how your inbound marketing strategy can attract more clients, produce more leads, and boost your ROI. What we only occasionally talk about, however, is what exactly the inbound marketing methodology is. While HubSpot used to describe this methodology using the inbound marketing funnel, that’s recently given way to a less-complicated inbound marketing flywheel. 

If you’re new to inbound marketing, or just aren’t quite sure what the terms mean, then this is the blog for you! We’re going to break down the basics of the inbound marketing funnel and compare them to the new inbound marketing flywheel:

What is the Inbound Marketing Funnel

Also known as the inbound marketing methodology or inbound flow chart, the inbound marketing funnel looks like this:

The inbound marketing funnel refers to where a lead is in their process of choosing your company over the competition. If you’re familiar at all with the generic sales funnel, or buyer’s journey, the inbound marketing funnel offers a similar way of looking at things. The inbound marketing funnel labels clients with a different title based on how interested they are in what you have to offer — so you know what types of content to send them, and when. 

  • Strangers – Consumers who don’t know about your brand or your company. 

  • Visitors – Strangers who come to your site and learn a bit about your company

  • Leads – Visitors who have progressed further into your site, and eventually give you their contact information. 

  • Customer – Leads who convert into customers by purchasing your product or service.

  • Promoters – Customers who are delighted by your continued efforts to make sure they have everything they need, and who are so pleased with your company and your service that they love telling their friends and family about you.

While it’s fairly easy to understand these 5 stages of the inbound marketing funnel, especially as they line up with the old, traditional sales funnel, HubSpot has recently transitioned to a flywheel model instead. 

Bear with me for a second, I promise the flywheel is a little less complicated to understand. 

What is the Inbound Marketing Flywheel?

The inbound marketing flywheel offers an easier way to conceptualize how customers feed growth. Instead of thinking of each individual customer making a journey from the top of the funnel to the bottom of the funnel, and then dropping out, the flywheel offers a more holistic look. 

Customers are a driving force for any business, and the flywheel illustrates that. Take a look at what HubSpot has to say about replacing your funnel with a flywheel

Instead of focusing so much on pulling customers through a funnel and forgetting about them, the flywheel puts the focus on customers at all times, relating to them in three different ways: 

  • Attract: Pulling in strangers to your website and brand. This stage is also used to illustrate the process of attracting existing customers with a new content offer, product, upgraded service, etc. 

  • Engage: How you interact with those customers, leads and prospects. Sending the right message, to the right person, at the right time is a great example of how you engage with people in your flywheel to close more deals. 

  • Delight: What you do to keep those customers in your flywheel. Excellent customer service, personalized follow-up and check-in emails, and even rewards programs are great ways to delight your existing customers and turn them into promoters.

To keep your flywheel spinning, you should be attracting, engaging, and delighting all at the same time, rather than just focusing on one small piece of the pipeline. Click To Tweet And when you focus on retaining the customers you’ve already worked so hard to convert, your flywheel spins even faster. 

#1 Attract

Perhaps the most difficult-to-target are strangers. Strangers don’t know you from Adam, which means it’s your job to somehow catch their attention. In today’s oversaturated world, consumers are constantly barraged by advertisements and non-relevant content that makes your job just that much harder.

It’s important to attract key buyers that you know want or need your product or service, and the best ways to do that are:

Social Media Advertising

Social media platforms, like Facebook, Instagram, and LinkedIn have super powerful advertising capabilities. When you put out an ad on social media, you can choose exactly who sees that ad, from age to occupation and even to what type of content they “like”.

Basic like campaigns or simple banner ads are cheap, and they’re one of the best ways to get your name out there. That is the point of this stage of the flywheel, after all. 

Since you’re marketing to strangers, the first step is introducing yourself. Your goal for the attract phase is to increase your awareness, which means you need to look for social media advertising campaigns that can get you plenty of impressions. 

Clicks are great, but most people won’t click on your ad until they’ve seen it a few times, or they’ve heard about you somewhere else. For consumers at the stranger level of the inbound marketing funnel or flywheel, focus on ads that cast a wide net, and get your name out there. 

Attract Qualified Visitors with Google Ads

Another paid way to introduce your site and company to strangers is to invest in Google Pay-Per-Click Ads. If you think about it, most people looking for information are going to search Google before they do anything.

From there, they’ll make their decisions based on the results they get. If you’re the first to pop up, even as an ad, that’s a major step to brand recognition, and getting someone to click through to your site. Check out this blog for information on optimizing a PPC campaign, and see this one for more information about what PPC actually is

Attract Organic Traffic with SEO

Another key way of making yourself visible to strangers is ensuring you have impeccable SEO. Search engine optimization is the process of making your website highly visible to search engines. The more search engines like your site, the more likely they are to show it to consumers. 

Improve your SEO, and you’ll improve your online search engine ranking. The higher you show up in rankings, the more eyes you’ll get on your site, which means more strangers turning into visitors. Best of all, SEO is free. No paid ads here!

Improve your SERP Rankings with Blogs

Another key, free way to attract strangers is to start a blog. The more you blog about topics that are relevant to your target buyer, the more of an authority you’ll become in the industry. 

When you’re the company everyone turns to for information about the next big thing in your industry, you’re also the first company they recognize, think of, and then buy from once they get around to making a decision. 

Create blogs that are interesting, relevant, and content rich. Don’t just write listicles every month, try to put out some deep content that answers questions and proves useful for your target buyer.

The more content you have out there, and that’s promoted on your social media platforms, the more consumers you’re speaking to, and the more likely they are to come to your site to see what you have to say. 

#2 Engage

Visitors are strangers who’ve made it to your website. They want to learn a bit about you, and see what it is your company has to offer. Once they make it to your site, your goal is to engage with them. Learn what they’re looking for and what their pain points are, so you can nurture those leads with personalized marketing that provides the solutions they need. 

Here are a few ways to engage with visitors in a meaningful way that keeps them interested in your company:

Content Offers

Content offers are often put on websites in the form of gated content. Gated content is content that requires an email address and name to access it.

It is a key way for any inbound marketing agency to pull potential clients and visitors through to the lead stage of the funnel. Offer up some amazing, in-depth content that you know your key buyer just wouldn’t be able to resist, and simply ask for their email address in return for the downloadable PDF. Once you have their email, that visitor becomes a lead, and you can target them in other ways. 

Today, it’s becoming more popular to leave those content offers ungated. This is a more natural, seamless engagement for your customer. You can still offer up a PDF version of the content in exchange for an email, which means you’re still getting the info you need, but you’re guaranteed a qualified lead when you do get their contact information. 

Remarketing

Engage with visitors outside your website with remarketing campaigns. Extremely effective, these campaigns most often show up on Facebook, Instagram, and Google, and remind visitors they looked at while they were on your website. 

If they added a pair of shoes to their cart, but bailed before making it to checkout, a remarketing campaign will show those shoes on other sites they frequent, like Facebook and Google, and remind them of the purchase they almost made. 

This is a great way to get visitors to come back to your site, where you’ll have another chance to engage with them and further nurture that lead until they’re ready to make a purchasing decision.

In-depth Content

Longer, more in-depth content is a key way to engage with and nurture a lead until they’re ready to make a purchasing decision. Leads in the “engage” phase have a lot of questions. They’re considering the best options to solve their pain points. 

By providing answers to their questions, and by providing as much detail as they can stand, you’re assuring them that your product really is that great, and you’re eliminating any fears of buyer’s remorse they might have. 

Create thorough content that genuinely helps them make a decision and stay away from the b.s. — consumers can smell it from miles away. 

Calls-to-action

If you want someone to make a purchase, you have to make it easy for them. Make it super obvious how a lead or prospect can purchase your product or service with calls-to-action. 

Whether they need to simply checkout, or call your office, or fill out a form, calls-to-action can get them there. These colorful buttons are everywhere these days, and they’re perhaps the best tool to convince a lead to convert. Make it easy for leads to buy or pick up the phone, and they will.

#3 Delight

Finally, after a long journey through the inbound marketing funnel, you’ve converted a lead into a customer. They’ve made a purchase, and now you can wipe your hands of them. 

Not so fast! 

This customer can be useful to you. More than that, who’s to say they won’t buy from you again? Customers who are delighted by your helpful service can become your best promoters. 

They’ll leave 5 star reviews, tell their friends about you, and share all your posts on social media. Be good to those customers, and they’ll be good to you. (It’s way cheaper to retain customers than it is to go out and find a brand new one, too.) Here’s how to help them out. 

Email Marketing

After someone’s made a purchase, don’t just forget about them. Send them emails about add-on products or services they might like now that they have your other offering. If you sell something that pairs really well with that purse they bought, let them know! 

The more customized and tailored your follow-up emails, the more likely they are to purchase again. Another good way to turn your customers into promoters is to ask them for reviews after they’ve received their product. 

A simple “how did you like your socks?” email, with a link to write a review on your site or on Google can go a long way in boosting your reputation, and making it easier for the next consumer to convert to a sale. 

Exclusive, personalized messaging

People love to feel like they’re getting the inside scoop. If you have a newsletter that’s exclusively for people who have purchased an item or service, and if you offer occasional exclusive deals, people will start to talk. The better you take care of those existing customers, the more they’ll tell their friends about you, which will start that inbound funnel all over again. 

The inbound marketing funnel and the inbound marketing flywheel were both designed to make it easy for you to align and optimize your sales and marketing teams. 

If you notice you’re getting plenty of site traffic, but visitors seem to drop off before offering up their email address, start focusing on more valuable content, and maybe consider remarketing. 

The inbound marketing methodology offers an easy, clear way to attract, engage, and delight your leads and customers — keeping your flywheel spinning as quickly as possible. 

We know this is a lot of talk, and it’s not always as simple to implement an inbound marketing strategy as it might seem. If you’re looking to move into pull, inbound marketing methods, but aren’t sure how, let’s chat! A simple one-on-one conversation might answer more questions than you’d think. 

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How to Take Advantage of Your Google My Business Listing

How to Take Advantage of Your Google My Business Listing

How to Take Advantage of Your Google My Business Listing

The last time you wanted to know something, what did you do? There’s a pretty strong chance that you Googled it. That’s how we find out whether the actor in the show we’re watching was in that one movie and it’s how we find service providers when we need a new roof, the gutters cleaned, or an attorney. As a service provider, if you’re not taking advantage of your Google My Business Listing, you could be missing out on these opportunities.

What’s a Google My Business Listing?

When you search for something on Google and one of the top results is a business, the Google My Business Listing is what shows up on the right-hand side of the page with links for directions, website, etc. It usually contains photos of the business, the address, hours, phone number, and any reviews.

google-my-business-listing-evenbound

These listings are automatically created by Google based on activities like creating a website for your business, people checking in at your business, and information about your business on other sites. Because this information is being pulled from a variety of sources that may or may not be up-to-date or accurate—and because Google users can make changes to the listing without notifying you—the information there may be incorrect.

How can you take advantage of your listing?

The first step is to claim and verify your listing through Google. This allows you to have some control over the listing and ensure that the information on it is accurate. Go to https://www.google.com/business and complete the form there to claim and verify the listing.

Once you’ve done that, you can log in to Google My Business to manage the listing. There you can see if anyone has made updates to your listing and review those changes, giving you the chance to remove any info that is incorrect.

You can also add posts to your listing, which can serve as free advertisement. In the Google My Business dashboard, you can create these posts, which can include images, calls-to-action, and even links to your site. These posts are great for promoting sales, events, products, or good publicity that you’ve received.

A particularly useful feature for service-based businesses is the Booking button feature, which works with your integrated scheduling software to allow people to book appointments right from the listing. If you’ve ever booked a flight through Google, it works just like that. It’s super convenient, and it makes it so quick and easy for someone to become a customer.

Good reviews are also critical for service providers, and Google reviews are definitely influential to potential clients. You can ask satisfied clients to leave honest reviews for your business on Google, and if you’re managing your listing, you’ll be aware when false, malicious, or particularly negative reviews are made so that you can address them quickly.

Managing your business’s presence on Google is just one of the many ways you can use your online presence to reach new customers. If you’re interested in learning how digital marketing strategy can work for your service-based business, get in touch and let’s get started.

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Website Strategies to Increase Calls & Conversions

Website Strategies to Increase Calls & Conversions

Website Strategies to Increase Calls & Conversions

Whether you’re a B2B, a home services pro, or a housing developer, you need leads. For every business, leads, calls, conversions, and a potential client picking up the phone to say “I need your help” is the goal. If you’re working on your website and digital marketing strategy, you probably already understand the importance of those leads, but what might not be so clear is how to get them.

Building a website that drives leads, calls and conversions can take time, but it is doable. And once you get it working for you? Your entire sales team will have additional hours to work with existing clients, building your base of dedicated customers. On the whole, calls and conversions make your life easier, and generate more revenue for your company. But if you’re just starting out, you may not have figured out how to drive those conversions online yet. Here are a few website strategies you can employ to give your digital marketing strategy the best chance at boosting your leads:

Make it Easy

Before we talk about anything else, if you want to increase calls and conversions, your fundamental goal should be to make your clients’ web experience as easy as possible. The easier it is to navigate, find information, and call or reach out, the more likely you are to get those conversions. In every web improvement you make, you have to ask: does this make the viewer’s life easier? If the answer is yes, then make the change. If it’s not, there’s a potential that your conversion rate will drop. With the concept of making the buyer’s journey easier at the front of your mind, you’re sure to implement changes that will help boost calls and conversion.

Logical Placement

Because consumers are (like we said earlier) creatures of habit, it’s a good idea to place things where they’ll expect them. You should always have a “contact us” button on the top right of your website, because that’s where most consumers will look for it, and it’s where they’re used to seeing them. Placing buttons and click-to-calls exactly where consumers expect them to be is a surefire way to help customers covert quickly.

Make it a Button

If you want people to get in touch, you need to make that very clear, front and center. The best way to do that is to make a button. Whether you were linking to a landing page, offering a free download, or requesting that people call you, the bolder it is, the more likely people are to see it, and follow through on that action. That’s why call-to-action buttons work. They’re bright, they’re bold, and again, the consumer is used to seeing them, so they have a good idea of what will happen when they click. Buttons offer the perfect way to call out those opportunities for leads to call and convert, making it easier still for people to contact you.

Testimonials

Why do people call you?

Typically it’s because they think you’re the best for the job. Whether you have the best prices or seem the most trustworthy, people will call or email you when they’re convinced that you are their best option. The absolute best way for you to make that clear is to feature testimonials and client reviews.

Let your previous work speak for you! If you did a really great job on a house, or you know a client that loved working with you, have them write a short sentence or two, and put it on your website. Nothing builds consumer confidence more than seeing that other consumers—just like them—had a great experience with you. The more comfortable new site visitors feel with your company and your level of service, the more likely they are to call you. So, put those testimonials on your website. And if there’s a clean, logical way to place them next to a call-to-action, do that too. That way, as soon as they read all of those great things other people have said about your company, they can pick up the phone and give you a call.

Add a Chat Tool

Today’s consumer wants instant answers. They appreciate a company that can solve their problem, right now. One easy way to implement that idea for your own business is to add a chat tool. A small icon on the bottom of your consumer’s screen, it just lets them know if they need help right now, there’s someone there for them. It’s a great way to get simple questions answered, and to start building a solid relationship, so when that client makes the final decision to buy — you’re the one they turn to. A chat feature is easily added to your website, you just need to make sure someone is monitoring it during the day, and you turn it off when no one is in the office.

Consider Adding a Headshot

Though this may seem small, adding a headshot can actually do a lot to help boost calls and conversions. In today’s virtual world, many consumers feel a disconnect when they’re browsing the web. It’s easy to forget that there are real people behind the companies you’re looking at, and the services you’re looking for. A small headshot next to your call-to-action button or on your chat tool will remind potential clients that they have the opportunity to talk to a real person who can answer their questions. In today’s virtual world, person-to-person communication is a big deal. A small headshot is a quick, easy addition that can make a major difference because people are able to see exactly who they’ll be working with and talking to—a personal experience they might not get anywhere else.

In the end, the best way to boost calls and conversions is to make sure that you’ve made your website user experience as easy as possible. If potential clients can find the information they’re looking for quickly and efficiently, they’re more likely to convert. Your website design should work in tandem with quality content that answers questions and solves problems. While that content will pull them deeper into your site, convincing them further that you’re the right company for the job, when they’re ready to make a decision, your calls-to-action and content offers will be there to help them convert easily.

If you still have questions about boosting website calls and conversions, we’re here to help! Inbound marketing is kind of our thing, so we’ve got plenty to say about calls-to-action and getting you the digital leads you’ve been looking for. Give us a call to schedule a one-on-one consultation with our president, John, or check out the case study below to see more ways we can make your website work for you:

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