If you’re currently driving traffic to your website through SEO, social media marketing, or some other means, you need to make sure your users are sticking around long enough to take action. After all, traffic and conversion are co-dependent; without one, the other doesn’t matter at all.
Here are different strategies to engage your visitors and convert them.
1. Immediate, Intuitive Navigation. Right away, your visitor should know where to go and how to get there. You can do this by presenting your most useful or relevant pages prominently in the header, with a detailed sitemap in the footer for everything else you offer.
2. Your Business Information. New visitors should immediately know what your page is about. You can have a tagline, a slogan, a short paragraph describing who you are, or even a single image—but you need to establish your identity firmly or people will be tempted to leave out of apathy.
3. Easy-to-Find Contact Information. Make sure there’s a phone number at the top of your page, and a contact page somewhere on your site. It’s a sign of open communication, which your users will love. Plus, search engines love to see contact information and proper sitemaps.
4. Frequently Asked Questions (FAQs). FAQ sections serve multiple purposes. First, it’s a demonstration that people are using your site regularly, which increases your visible authority. Second, if your users are even slightly interested in your business, they have an easy place to find volumes of common information.
5. Consistent, Apparent Branding. Your brand is your identity, and if you keep it consistent, your users will come to see your site as a familiar and welcoming place. Keep your colors, imagery, and voice consistent throughout your site to establish a unique and recognizable experience.
6. A Well-Designed Blog. You need to have a blog, plain and simple. That blog should also be well-designed if you want to retain your readership. Make it easy to find and inviting for your users; avoid cluttering your blog with advertisements, and ensure your text is readable on any browser and mobile device.
7. Social Media Integration. Social integration adds to your credibility, gives users a chance to engage with you, and offers you a chance to self-promote through your audience’s individual profiles. Include links to your social profiles throughout your site, and opportunities to share content wherever you have it.
8. Fresh Content. It’s not enough to have a handful of blog posts in your archive. You need fresh content and new offers regularly to retain your inbound audience. Include a “what’s new” section on your homepage to showcase your latest posts and newest products. It will subconsciously prompt people to come back regularly to check what’s new.
9. Subscription Invitations. Let people subscribe to your blog or to a weekly newsletter by offering an easy signup form on your homepage and blog page. If you really want to boost your numbers, use a popup window. Once subscribed, you’ll have an easier time prompting them to come back.
10. Personality. People like to interact with other people; not with companies. Include personality on your website, wherever you can. Highlight your blog authors or include a biography page that features images and short bios of your team members. It makes your company seem more real and more inviting.
11. Reader Engagements. Your blog audience should have many opportunities to engage with you, including social sharing and comments. Let your readers subscribe to each post’s comments feed, and have your authors respond and join in the conversation. Reader polls and surveys are also good ways to build reader engagement.
12. A Highlight Reel. In addition to a “what’s new” section, you can also include a highlight reel that includes best sellers (if you have an e-commerce site) or your most popular blog posts (if you have a strong blog). You can also have a Twitter feed highlighting user mentions of your brand or products.
13. A Competition or Free Offer. One of the easiest ways to maintain your users’ interest is to give them something worth their while. Present a free offer or some kind of reward in exchange for a few pieces of information, or hold a sweepstakes-style competition on your homepage.