Your website doesn’t need to be an expensive, high-design site with bells and whistles to be a high-converting website. Here are 10 things you should have to maximize the conversion of traffic to your website:
1. A FUNCTIONING Website.
I’m amazed at how many MSPs have sites that are rife with broken links and webforms that don’t work. The other day when I was troubleshooting a client’s digital marketing plan, I discovered that 2 out of 3 of their website’s forms were not working. Specifically, they were not delivering the results they should (one promised a free report that was NOT on the next page, although it was promised on the opt-in form), and both did not alert this client they had a lead.
Another client discovered their site had been hacked and was displaying an ad for sports gear right in the middle of their website. They only discovered it because they came to me because their marketing wasn’t working, so I reviewed their site with them (to be crystal clear, this was NOT a site we had produced). All of these are not uncommon.
Therefore, the first critical step in any website conversion is to make sure the links work and the forms actually do what they are supposed to do. And here’s another IMPORTANT tip: I would also strongly suggest that all webforms flow into a proper marketing automation system (or CRM) where they can be tracked and instantly followed up on. To see our CRM System we designed specifically for MSPs, click here
2. Website Tracking Software.
CallRail is the one we use and sell to our MSP clients. However, there are dozens of them out there. The key is not necessarily which one, but to make sure you actually USE IT properly and use REAL DATA to make changes, not your feelings. As Mark Twain once said, “Supposing is good, but KNOWING is better.” When it comes to digital marketing and websites, you use actual data to deduce, not opinion.
3. A Site Built On A Proper SEO Plan.
I don’t have the space in this article (or this magazine!) to convey how to do a proper SEO plan, but I will tell you it’s worth outsourcing this activity. SEO is one of those specialty skill sets best outsourced until you’re running a full marketing department and can afford to bring it in-house. Further, it’s critical you understand that SEO is an ONGOING effort, not a “set it and forget it” activity.
4. A Well-Designed Home Page, Specifically The Top Of The Site.
A website’s home page is almost always the most visited page on the site and is the entry point into the marketing funnel. Therefore, the top of your site that’s “above the fold” (meaning the visitor sees it without scrolling down) is the single most critical piece of real estate on your entire site. Visitors will hit that first and decide to call, click, or engage … or bounce. So, the copy on that section, or the headline, is essential to successful conversion.
The problem is that most MSPs have vague or confusing copy, like “Experience The Difference” or “Business Clarity Empowered.” Or they have no copy and the images make no sense to the average visitor looking for IT support. What you need is a simple headline: “Nashville’s Most Responsive And Complete IT Services And IT Support For Small Businesses” or something that simply states what you do and for whom you do it. A REAL prospect coming to your site is trying to figure out ONE thing: Is this what I’m looking for?
The more they have to click around or guess, the higher their chances are of just leaving your site without taking any action.
If you want to generate leads on your website, you NEED to have an offer they can respond to. The two primary ones are free information they can access (report, video, checklist, etc.) or some type of assessment or appointment. I recommend having BOTH. Go to my TMT website TechnologyMarketingToolkit.com). There you’ll see a current offer for a free guide titled “6 Ways To Get More High Paying Clients Without Spending A Dime On Marketing.” This is an offer we discovered that generates a high conversion.
You need something similar for your company’s website, like a report titled “10 Surefire Signs Your Current IT Company Is Failing You” or “Free Dark Web Scan Reveals The Passwords, Emails, And Other Confidential Data Hackers Have On YOUR Company Right Now.”
6. If Targeting Local, Have A Prominent LOCAL Phone Number Displayed.
Businesses looking for IT support mostly want to deal with a local provider. That’s why it’s imperative to put a local number on your home page, right at the top of the site where it can easily be seen.
7. A Complete And Up-To-Date GMB Directory Listing With Copious 5-Star Reviews.
We estimate about 30% of MSPs have never claimed their Google My Business (GMB) listing, which is a HUGE mistake for SEO purposes, as it provides credibility to people searching for you. An even higher percentage, roughly 80%, have it but never update it or use it to drive reviews.
8. Well-Designed Social Media Profiles.
Specifically, Clutch.io, LinkedIn, and Facebook are the most important if you’re targeting small businesses. If you’re targeting consumers, I’d throw in Instagram as well, although Instagram and Facebook are linked easily, so you can add that to the mix with little effort — just know it’s not going to drive a TON of traffic. Another social media site I’d recommend is YouTube. However, it’s a bit more difficult to get right because you have to be good on video and deliver relevant and interesting content. But overall, make sure you keep all these sites updated and monitored for leads. Having a Facebook page you never update is just as bad as having no Facebook page at all (or maybe even worse). You also need to monitor these sites because prospects and clients alike will message you via these platforms, expecting a response.
Retargeting is the practice of displaying ads to visitors to your website throughout the Google display network or on Facebook, Instagram, and LinkedIn for the purpose of getting them back to opt in or call. I’m sure you’ve experienced this before, maybe even after visiting one of our sites. LinkedIn can also send InMail messages to prospects who visit your site to drive them back to opt in or call.
10. Answer Your Phones Live.
Most MSPs don’t consider this a website marketing strategy, but our research has shown that nearly 70% or more of the HOT leads coming in from your website are going to call versus complete a webform. We also know if they call and get voicemail, many hang up and call the next IT firm that came up on the Google Search. Trust me on this: How you answer the phone has a MAJOR impact on the overall success of your website’s conversion rate and marketing success. (Be sure to read the sales article on this very topic at MSPSuccessMagazine.com/answerlive.)