What would you do if you had a sales rep that month after month took a salary from your company yet week after week after week… they did not generate one single sale? What if this had been going on for years? What if not only were they not generating any sales, they were not even generating any leads? What would you do?
Of course you would fire them! Without a doubt!
The primary purpose of a sales rep is to generate sales and at the very least to generate some leads!
Yet every month, we pay hosting fees, website maintenance fees, software fees, and much more, to maintain a website whose sole job is to generate sales… yet we do nothing when the website fails to perform.
Is it time to fire your website? When was the last time your website generated a sale? A lead?
Sales is all about numbers. If we know that our closing rate or conversion rate is 5% then we can know that we need a specific number of leads to generate a target revenue.
For example, if you have a product that sells for $100 and you want to generate a monthly revenue of $10,000 then you know that you need to sell 100 units to achieve your revenue goal. If you know that you can close 5% of the leads, then you know that you will need 2000 qualified leads to be able to close 100 new customers. This math helps you to determine where you need to focus your efforts to reach your target sales goals.
If you know you need a minimum of 2000 qualified leads per month and your website is only generating 100, that that is the first place to focus your efforts.
So how can you improve your website to capture more leads?
When I work with my coaching clients, one of the first things we do in our coaching calls is to take a look at the website and do a series of 5 minute checks on the basics. Here are some of the questions I usually ask:
- Is the site visually pleasing?
- Is there a clear call to action?
- Is there a web form to capture email addresses?
- Are there credibility symbols above the fold?
- Are there testimonials?
- Does the site guide the user to the next step?
- Can you easily answer this question: What action do you want them to take?
- Does the site allow people to self select different areas of the site based on different market segments?
- Is the site converting visitors to leads and leads to sales? Is the conversion rate at least 5%?
- If I send more traffic to this page will I get more sales?
SEO Site Review
If your site passes the initial Site Review, the next step is to review your site for search engine optimization factors. If you want your site to rank high in the search engines, you will need to have an SEO friendly site.
- Does the site have good SEO friendly title tags?
- Does the site have well written description tags? (Benefits plus call to action)
- Is the url structure of the site static and seo friendly?
- Are all pages on the site easy to find and easy to navigate to?
- Is there a blog?
- Is it linked to Google+?
- Are there social media share buttons on the site and the blog?
- Is there duplicate content on the site? (Copyscape)
- Has the site been penalized for bad links? (Google Analytics / Penguin Analysis)
- Is the site using keywords correctly through the site?
The next step is to review your blog! Ask yourself these questions:
- When was the last time the blog was updated?
- Are the blog posts written for the readers or are they articles posing as blog posts.
- Are people commenting on the blog posts.
- Is the blog the central hub for all content creation?
- Are there share buttons on each blog post?
- Is the time on site greater than 2 minutes?
- Is the bounce rate lower than 55%?
- Is the click through rate to other pages at least 2?
- Has the site been verified in Google+?
Social Media Review
Social Media is an integral part of an online marketing strategy. To be able to promote the blog posts that are being written, you must establish an online presence with social media. In the past, you could get top ranking in the search engines with just “link building”. This is no longer the case. Here are some questions to ask yourself about your social media presence:
- Does you have a Facebook Fan page, Twitter page, Google+ Page, and LinkedIn Page for their company?
- Are your social media accounts well designed with graphics?
- When was the last time you updated each of your social media accounts?
- What is your Klout score or Kred score?
- Are you engaging your market online or are you just talking to them?
Local SEO Review
Do you have a brick and mortar business? Do you have a physical location customers can make purchases at?
- Are you on Google Local?
- Are you on Yelp?
- Do you have a Google Map on your website Contact Us page?
- Are you optimizing for Google Local terms? (Geo-modified keywords)
- Do you have a system for getting reviews?
- Are your public citations SEO optimized and optimized for conversion?
We have actually created a guide called the 7 Step Gap Guide where not only do I map out the above questions, but also explain how you can work with my company, Start Ranking Now, Inc. to close the gaps!