Successful selling from your website, requires a plan of action, so that you know what you’re trying to do with each advert, each piece of content, each image, video, graphic.
Effectively it gives you a strategy, an aim for everything you’re doing, you have direction and structure and purpose.
Firstly, you’ve got to get people on to your website, from wherever they currently are, whether that be searching on Google, socialising on Facebook, browsing imagery on Instagram, or consuming content on other websites.
So the question becomes, how do you get people who are minding their own business or searching for something, to want to click through to your website, instead of continuing to do what they’re doing?
Well, first you have to be in the same location your prospects attention is focused on. If they’re on Google, searching for information, services or products, you’ve got to be there either through Search Engine Optimisation efforts, or Pay Per Click advertising. You need to be on the first page ideally, because most searches don’t extend beyond the first page.
If they’re on social media, you also need to have a presence there, either in the same groups, or by delivering content that they find interesting, or via paid adverts.
Secondly, you need to get “noticed”, this means standing out from the crowd in some way, either with eye-catching graphics or attention-grabbing words or copy.
Once you have them on your site, you must provide what you promised them on your adverts or copy. Don’t mislead them, because they will be annoyed and disappointed and this isn’t good for your brand reputation. Trust takes time to build and seconds to destroy.
Include information that is entertaining, informative, insightful and adds value to the person consuming it.
Also make sure this content is relevant to what you’re selling. No point providing cute pet videos if your customer is looking for business solutions.
There is no point getting random traffic to your site, you want people who are going to benefit from your services/products, and only them. So keep it relevant to your target market from initial content on social media or in search results through to your website pages.
Finally you need to have a “call to action”, either getting them to sign up to your newsletter, so you can keep providing value and pitch your service/products, or have a buy now option, where they can purchase directly from you straight away.
Test different approaches to see what works best for you, but remember people buy based on TRUST, COMPETENCY, CONVENIENCE, RELIABILITY, QUALITY and VALUE FOR MONEY. Selling on the internet is the same as selling face to face, in this respect.