attract and engage web visitors

Attract and engage website visitors

Alex Tucker - @tuckeraChris Arnold - @chrisarnoldcouk

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#PWlive

Recap - 7 page marketing plan

Page 1 – SWOT

Page 2 – Marketing goals

Page 3 - Current capabilities

Page 4 – Marketing research

Page 5 – Messaging

Page 6 – Tactics

Page 7 - KPIs

HANG ON A MINUTEBEFORE WE GET STARTED

How much traffic do I need?

• Start with £ sales • How many new clients to we need?• How many proposals to we need?• What's our conversion rate from visitor to enquiry?

Some benchmarks

On average, professional services firms…• Turn 10% of web visits into enquiries • Convert 50% of leads into proposals• Win 30% of those proposals

Be aware

• We need ≥60 visitors for each new client• Visits ≠ Visitors• Visitors rarely convert to leads on their first visit

• You still need clients to visit your site

Know your audience

Create client profiles“Job title or persona”

What is this users typical scenario:

How will they find the site:

What are they looking for on the

site:What questions are

they asking:

What do you want them to do on the

site:What added value

can you offer them:

Questions to ask• What motivates them?• What keeps them up at night?• Are they decision maker? Influencer? Researcher?

• How fluent are they?• What language do they speak?• Where do they look for information online?

Important to remember

You are painting a portrait of a person, not describing an organisation

ENGAGING PROSPECTS ON THE WEB

Engaging prospects

make life easiersocial proof

sell

Web pages should

• Answer the right questions

• Provide supporting material / resources

• Call to action

Content

Call to action

Supporting resources

How that looks

Productivity Trick – Repurpose

ATTRACTING VISITORS SOCIAL : SEARCH : EMAIL

Social marketing

Website

& Blog

Twitter

Facebook

LinkedIn

YouTube

Make social marketing work…

• Refer to your client profile (remember part 1?)

• target as far as you can• Groups• Lists

• Remember – it’s social• Use the 6:3:1 rule

(and other search engines)

Search Marketing – onsite

• Use keywords naturally• Have relevant and unique page titles• Include meta descriptions• Structure websites properly• Use unique, original content throughout• Have alt text for images• BE RELEVANT (go back to your client profile)

Search Marketing - offsite

• Outreach• Local, industry relevant directories• Social Media*• Press releases – real ones• Google Places• Google reviews• Consistent information

Search Marketing - AVOID

• Keyword stuffing and• Hidden keywords• Exact match domain re-directs• Duplicate, quality content• Poor quality links• Any agency who guarantees anything

And lets not forget…

• 2.9 billion user accounts• Used 122 billion times per hour• 3 times as big as Facebook and twitter combined

• Used 100 times more than search engines• Arguably the most trackable marketing medium

• Been here forever and here to stay…

You guessed it

Email best practices

• Segment• Personalise• Use clear, non-salesy, jargon-free copy• Optimise for mobile• A/B test to learn what works

Next week

Converting visitors to enquiries and sales

www.practiceweb.co.uk/developing-your-practice/webinars