Is Your Website an Expense or a Revenue Driver?

Small business owners often think of their website as an expense. It's something they know they need, but it just feels like another line item on their expense report. Wouldn't it feel great to know that your website not only paid for itself, but brought in additional revenue? Let's take a look at how...

Collecting leads

If your website isn't collecting leads, you're missing an opportunity. People who land on your site are looking for the products or services you offer. Don't let them slip through the cracks.

  • Set up an email capture form so that you can continue to nurture your relationship with that customer after they leave your site.
  • Use a targeting pixel to remind them about your product or service as they surf other parts of the web and social media sites.

Building trust and authority

I know you've heard this before, but you need to keep an active blog. Having helpful and relevant content on your site not only helps people find your business through search engines like Google, but it also build trust with your site visitors.

Not sure what to write? Start small. You are an expert in your realm of business. Things that may seem obvious or simple to you, may be new information to people who visit your site. And even if some of your content is never read, having content you've created establishes you as an authority on the subject matter.

Consumers buy from brands they trust.

Make them love you

Start building a fan base by offering a resource for free. No, this doesn't have to be an ebook! Maybe it's access to a video, or a series of emails that walks them through a process, or access to an exclusive piece of content on your site, or a digital resource (checklist, template, etc). Regardless of the type of content, make it something your customers will find valuable, and they'll come back for more.

Inching towards purchase

Your website should be the hub of your marketing funnel. You're probably already using social media and some of the ideas mentioned above. Now it's time to sit down and develop a strategy for how you plan to move the people from advertising or social media, to your site, to engage (downloads, sign ups, etc), and finally to purchase.

There are a lot of moving parts in this process. Using automation tools (like ZapierHubspotMailChimp) makes the process fairly hands free. Develop a clear strategy, map out your marketing funnel, and let your website create and nurture leads for your business 24/7.

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