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Learning how to get revenue from your website

Posted: March 10, 2013 2:00 a.m.
Updated: March 10, 2013 2:00 a.m.

Erick Arndt leads an SCV Startup meeting at Small Dog Creative in Valencia. (Dan Watson/The Signal)

 

Merely attracting streams of visitors to your website doesn’t automatically translate into revenue growth for a business, said Erick Arndt, founder of SCV Startup.

“Visitors won’t pay you anything,” Arndt said. “But customers will.”

Members of the SCV Startup group gathered at Small Dog Creative in February to learn how to build a website into a valuable business asset by converting traffic into revenue.

While Arndt shared many detailed tips as to what should go into the building of a website, some of the basic points focused on attracting the right visitor.

The trick is to build growth organically, Arndt said. A company wants to bring people to its website, plant seeds, and over time get them to return as paying customers.

When building a website, a business owner should be able to define what problem it is trying to solve for its customers, he said. Companies need to know who their customers are, what they do and how they spend their time to gain behavioral insights.

It’s not just about the volume of traffic; it’s about understanding who the target customer is and finding a way to connect with the customers as opposed to only focusing selling your company’s merits, Arndt said.

“Read 100 random websites and you’ll see they’re all about self-promotion,” he said.

Better use of key words can also help a business attract the right kind of customer to its business online, Arndt said. Short keywords result in a low customer conversation rate. Long “tail keywords,” however, account for 70 percent of the searches that result in a 36 percent conversion rate, he said.

“For example, a long tail keyword like “Nike men’s running shoes” will attract more people directly to the Nike site selling the men’s running shoe,” Arndt said.

Many websites use short keywords and pay a lot to have page one positioning on Google during online searches, but the companies have a lower customer conversation rate because they haven’t targeted their specific customer. Again, it’s not about the volume of traffic but the having the right customer land on your website, he said.

“Think like your customer does,” Arndt said.

When constructing the website, go down the same path your targeted customer will go to find you, he said. Visitors and customers will spend a lot of time researching and taking the time to gather information. Build your website and keywords to help potential customers narrow their choices down and find your business more quickly.

Arndt also advises companies to add value to their website by pointing people to blogs, podcasts, webinars and providing information they may find helpful.

“This is part of the buying cycle,” Arndt said. “Most every website makes the mistake of trying to sell too quickly.”

Giving file names to graphics, like photos, are really important to attracting potential customers as well, Arndt said.

People often download photos with the file names their camera or smart phone spit out, like “img004,” he said.

“You want even your images to draw people to your site in a search,” Arndt said.

And every website needs a call to action page, he said. Giving people something for free – a free e-book or chance to sign up for a webinar - allows a business to capture visitors email address so that it can market to those visitors later and eventually convert them into paying customers.

Lastly, a business owner needs to use tools and reports to track the amount of traffic to its website and bounce rates, capture leads, and know how many visitors were converted to customers.

While there are other tools out there, Arndt said he personally feels HubSpot provides greater support than Google.

Most importantly however, Arndt said, is to tailor everything on a company website to attract more qualified, interested visitors who can become customers.

“Become a customer and see if your keyword searches match your site and bring your company website up in a search,” Arndt said.

jana@signalscv.com

661-287-5599

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