Many small companies have a website for their business after hearing how a website can help increase their orders. However, some times they are disappointed when they don’t receive leads and orders from their website. While the website design could be one factor which affects lead generation from a website, another major factor which determines the number of leads generated as well as the number of visitors to a website, is the content of the website. Most business owners usually rely on their web designer to provide content for their website, however, only few leads may be generated.
A majority of web designers are not familiar with the intricacies of the small business, the details of the products or services which are being provided. So usually they will provide a basic website with the contact details of the business and some information about the services or products which are sold. However, for most businesses, customers will use long tail keywords while searching for sellers in search engines. So if the business website doesn’t contain detailed information including the long tail keywords, the website won’t be ranked in search engines for the keyword and will lose valuable free visitors from the search engine.
Most small businesses have noticed that they get the best conversion rates for visitors to their website from search engines. Also unlike other lead generation methods, the business doesn’t have to pay the search engines for every visitor. So it’s very important for a small business to ensure that their website contains some information related to all the keywords, which potential customers are likely to use while searching for suppliers online. In addition to reviewing the design of the website, logo, colors which are used, it is also important for the business to ensure that their website contains all the information about the business which customers are interested in.
Visitors to a website are more likely to contact the business on phone or on email to generate a lead if they are convinced that the business is capable of supplying the product which they require, at the quality and price they want. So it’s important to ensure that the website has the content required for a visitor to generate a lead. In addition to details of the products offered for sale, most serious buyers will wish to check the company profile, to find out how long they have been in business. They would also like to find out the details of the existing customers to get feedback on quality of the service or product being sold.
Small businesses are usually offering some promotional deals for their customers, and launching new products periodically. Email marketing remains the most popular way of informing customers of these products and other promotional deals, however the emails can clog the mailbox and get deleted if large attachments are sent. While some small businesses have blogs which offer updated information about the activities of the business, the business should also work closely with their web designer, to ensure that the latest information is also incorporated in the main section of the website. The website content should be periodically reviewed once in a few months to remove information which is no longer valid, and incorporate the latest updated business information.
Thus great content can help attract new customers, and increase the conversion rate for a small business website.