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Do you have Google Analytics installed on your small business website? Don’t sound so smug when you answer, “yes.” Most small businesses DO have Google Analytics installed on their website (though whether or not they have it filtered properly and have goal tracking set up correctly is an entire other story).
You’re probably also feeling pretty smug when you see all of that website traffic rolling in. Maybe you even called up one of your buddies—who also owns a small business. “Hey John! I bet my website got more visits today than yours!”
But something weird happens when you’re looking through your income statement. Despite all this website traffic, business is flat. How can that be?
Website visits alone are a poor measure of how effective your website is at generating new business for your company. There are many reasons why you could be generating website traffic but not new business. Here are a few:
Your Website Traffic Isn’t in Your Service Area.
Remember when we were talking about having Google Analytics filtered properly? You should. It was literally like, three paragraphs ago.
Anywho. Most local business owners make the mistake of looking at their website traffic as a whole instead of filtering down to just the traffic in their service area. This is a mistake. Let me give you an example to illustrate why.
Say you own a local handyman service in Hollywood, Maryland and you got 700 website visits last month. Unfortunately, only two of them filled out your contact form!
We take a closer look at your Analytics profile. It turns out that most of your website visits are from Hollywood, California instead of Hollywood, Maryland—making them extremely unlikely to convert into customers.
It’s easy to filter your Analytics to just see traffic in your service area. This blog post will tell you how.
You Don’t Make it Easy for People to Contact You.
Blue Corona recently did a crawl of hundreds of remodeling websites to see how the most successful remodeling companies were marketing their businesses online. The most successful remodelers listed their phone number above the fold (meaning you didn’t have to scroll down to find it) in the top right corner of their website. And the remodelers who weren’t doing so well? We couldn’t find their phone numbers at all!
If you’re getting website traffic but not new business, it’s possible that you simply don’t make it easy enough for website visitors to contact you. Putting your phone number in an easy-to-find place is one way to make it easy for people to contact you, as well as adding contact forms on every page of your website.
You Don’t Make it Clear What You Do.
When someone makes their way to your website, you need to make it immediately clear to them what exactly it is that you do. For example, if you have own an HVAC company, sure, a banner image of a house with a smiling family in the front lawn with text that says “Ultimate Home Comfort” is great, but you also need to make it clear that you offer heating and cooling services. Your navigation is usually a key place to have your services listed, but ultimately you just need to make it absolutely crystal clear that your potential customers have come to the right place.
Your Website Doesn’t Look Trustworthy.
People don’t like submitting their information online—and for a good reason! If your website doesn’t convey trust to your visitors, they are unlikely to become a customer.
So how do you convey that you’re trustworthy and credible? It’s easier than you think!
- Have a phone number – Anytime I see a company’s website without a phone number, I’m immediately skeptical about the legitimacy of their business. Why don’t you have a phone?! Who are you hiding from?! Where am I going to call if I have a problem with your product?!
- Display your certifications, memberships, and associations – Check out this website footer from HVAC contractor Jack Lehr. Talk about credibility!
- Display your awards – If you don’t have awards, you can also highlight relevant press, too.
- Have an About Us page – Having a robust company history, about us page, and meet the team page with real photos of your team, office, trucks, etc. goes a long way. For example, if you’ve been in business for over 100 years, you’re probably doing something right, so highlight that. For one of our clients, who had been in business since 1860, we went as far as to build a slideshow timeline of their company history. Oh, and bonus points if you have a video about your company, too.
- Highlight testimonials and photos or videos of your work – Seeing reassurance from previous customers can eliminate some of the risk that people have to take to try out your products or services for the first time. I’d like to think we do a good job of this at Blue Corona. We have case studies, a website design portfolio, AND a testimonials page for our prospective customers to look at.
- Have an online reputation – Obviously it’s not good to have bad reviews, but it’s also not good to have NO reviews.
- Have social media profiles with followers – When I first applied for a job at Blue Corona, I immediately checked out their Facebook page and Twitter profile to make sure the company was legitimate. You could even go as far as putting a Facebook like widget in your sidebar—if you’ve got a lot of followers, that is.
Your Website Has Technical Problems.
One issue I see a lot is companies with super slow websites or websites that suffer from a lot of down time (usually as a result of bad website hosting). Other times I’ll come across websites with a broken links to non-existent website pages. All of these technical problems create a poor user experience and make it unlikely that your website visitors are going to convert into customers. In fact, they’re probably just going to get frustrated and hit the back button.
Get More Business from Your Website
The good thing about all of these reasons why you’re getting website traffic but not new business is that they are all things that can be fixed.
At Blue Corona, we gauge revenue and return on ad spend as the ultimate measure of online marketing success—not website traffic, rankings, clicks, or even leads.
If you’re interested in getting more business from your website, contact us today or get a free competitor website analysis below.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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