You may have noticed your website hasn't been updated for a while, and/or you can't recall the last time your nursing home's website generated a lead that converted into a new resident. For one reason or another, you have come to the realization that you must redesign your website in 2015. Before you start picking out colors, layout and photos, consider these five tips to create a sales generating machine:
Be Responsive, B-E Responsive
With the prevalent use of mobile devices by todays consumers, if you haven't already made your website mobile friendly then now is the time. Not only will it please your visitors when they are viewing your website from their iPhone or iPad, Google will be happy too. Google is now considering this factor when ranking your website.
The days of the simple brochure website are over. An “About Us” page and a brief description of what your company offers does little these days to attract visitors and convert them to leads, nor is it enough to increase your ranking in Google. The best avenue to provide remarkable content is to add a blog to your website and write blog posts targeted toward your buyer personas at least 1-2 times per week. According to ContentPlus, blogs give websites 434% more indexed pages and 97% more indexed links. What does this mean? Each indexed page and link increase your ranking in the search engine, which results in more website traffic.
Lead Generation Tools and Offers
Once you have attracted a visitor to your site, providing additional relevant content will give you an opportunity to further peak their curiosity. If you have nailed your buyer persona, the visitor should feel like you wrote the content for them personally! Now, by offering a free e-book or webinar that provides additional value, you can then collect leads via an online form and begin to nurture them based on their interests. It's important when redesigning your website that you give it the ability to work for you. Think of your website as a helpful digital salesperson, and not a flat, unresponsive piece of paper.
As you can tell by now, content is KING! Therefore, keywords are super important. Make sure you are still including keywords in the meta area of your website, but also throughout the blog posts you publish. Keep in mind, Google has become a lot more sophisticated. You can't get a way with throwing in the same keyword 20 times or include keywords that aren't related to your business. Google wants you to prove you are an expert in your field and your visitors will appreciate this as well. Also, work on getting more inbound links. If other websites are linking back to blog posts on your site, you are proving your authority to Google on the subject at hand.
Track Your Website Performance
It's not only important to make changes to the front end of your website, but what happens behind the scenes is just as important. Tracking your website's performance allows you to analyze all your efforts. You can find out what landing page has the best conversion rate, which social media outlet has the most interactions and what blog topics are your viewers most interested in reading. This data will help you mold all future marketing and sales campaigns. We recommend tools such as Google Analytics or HubSpot to track and analyze all your digital marketing efforts.
The Most Powerful Sales Tool
Often a variety of businesses come to the conclusion that website redesign is a necessity, but they get hung up on the look and design versus focusing on how to take this most powerful sales/marketing tool and increase business growth. So when you walk into your office on January 2, 2015, remember this list of must-haves and when your new website is live come back to this blog post and share your results and a link to your site.
Interested in reviewing your current website with Heather or Michael?