6 actions that will help your website start attracting new clients

One of the basic jobs of a website is winning clients. Is yours not doing that? Check 6 actions you should take to improve the effectiveness of marketing on your website.

1. Check whether your website traffic is high enough

This is the first factor that generates sales growth. You can check visitor numbers by logging into Google Analytics and opening the “audience” panel.

Below is a sample comparison that shows how important this is:

In both cases conversion and profit per client stay the same. Increasing the monthly number of users is what translates into higher sales profit.

This action is meant to show whether a larger audience will translate into profit for your business.

Even if your website is well prepared and persuasive, too few visitors will make it impossible to improve sales.

These two things always have to work together to produce visible results. The saying below illustrates that well:

2. Check the sources of your website traffic

Where users come from is equally important. It has a big impact on whether traffic turns into sales or quote requests.

I prepared another comparison for that:

Visitor numbers and profit per client stay the same. Conversion increases, and that is the measure of how effective a website is.

Website effectiveness can come from many factors, including:

• site structure;
• quality content;
• visual appeal;
• traffic sources.

The comparison above shows that even a small change has a real impact on sales profit.

There are several sources of new clients. The most effective ones are:

• social media;
• email marketing;
• search visibility (SEO);
• Google Ads.

The rule is: the more common and cheaper the products or services, the better tools such as social media tend to work.

The more specialised the offer, the better search visibility work tends to perform.

The diagram below shows that:

It is a simplification, but in most cases the rule holds.

For example: if you build machines, do not advertise on Facebook, because few people there are looking for that kind of service.

If you sell a more common product (for example shoes), someone interested in it will almost certainly be on social media.

3. Check page load speed

This is one of the most important technical factors for ranking a site in Google.

The data is blunt. If a page takes longer than 2.8 seconds to load, you lose about 57% of visitors. Over 4 seconds, as many as 82%.

Example: if you get traffic mainly from ads and your site loads for more than 4 seconds, you lose about 820 visitors for every 1000 people you paid to reach.

The faster and nicer the site, the higher the conversion rate.

4. Check the content on the site

It is not true that people do not read and only look at pictures.

If you match the traffic source to the nature of your business, you will get them to read the content.

Text structure is key. Most people read mainly the headings and skip the smaller copy.

Writing about values? Name them in the heading already. That way you deliver the key message and make people more likely to read the rest:

What the text is about also matters. A good practice is to write as little as possible about yourself and as much as possible about clients and their needs:

Clients only care about what your services or products will give them. If you make sure that comes across, the content on your site will be read more willingly and more often.

5. Check how usable the site is

Pay attention to the following:

• Responsiveness: can people read your site comfortably on a computer, tablet and phone? Are the buttons, photos and text the right size?
• UX (user experience): how smoothly does the site deliver the information needed to take action? Do clients get stuck somewhere? It is worth running a test with friends and collecting their impressions.
• Graphic design: does the site have good-quality photos and a visually attractive composition?
• CTA (call to action): does the site have a goal and lead people to a specific action (for example buying a product)?

6. Pay attention to the graphic design

Clients will not compare your site with your direct competitors. They are used to the sites of the biggest brands. That is why it is worth looking at the best-known brands when you search for inspiration.

What should you do so a website attracts more clients? Summary

To increase the number of clients you win through your website, check it against these 6 aspects:

1. Number of visits.
2. Traffic sources.
3. Load speed.
4. Usability.
5. Content.
6. Graphic design.