Attract and engage website visitors
Alex Tucker - @tuckeraChris Arnold - @chrisarnoldcouk
Tweet us
@practice_web
#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
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