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How to engage a potential customer who will be on your website?

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Appropriate website positioning is only part of the work that needs to be done to reach as many customers as possible and interest them with your brand. In order to increase the conversion rate, which can be both a purchase and a subscription to the newsletter, user-friendliness of the website should be ensured. User Experience (UX for short) consists of such things as: an intuitive and friendly interface, valuable content and aesthetic graphics. UX combined with appropriate SEO is the key to attracting potential customers to your offer. 

First position 

Caring for the website to be attractive in the eyes of potential customers, you should always start with positioning. SEO activities and high position in Google search rankings largely drive website traffic. The use of appropriate key phrases has a huge impact on how many potential customers will visit a given website. A properly conducted process gives long-term results, and high positions in the search results work almost like a 24/7 free advertisement.

How to check if the positioning procedures we perform on our website are effective? You should constantly monitor and analyze your viewability index, but knowing what a page’s rank is will not give you information about the cause. Other issues should also be verified, such as: website penalties, conversion, cannibalization, bounce rate and many more. There are tons of free and freely available tools out there that can provide your SEO consultant with valuable information. The constant growth is a sign that the SEO efforts undertaken as part of website positioning are bringing the expected results. Another set of data that allows you to analyze the effectiveness of the website in acquiring customers is the bounce rate. It means the number of users who came to the website and left it without visiting the next subpages. A high value in this case gives serious signals of concern and means that something is wrong. Of course not in all cases. It is difficult to find a low bounce rate for pages that are based on reading the content of a given tab. If the website is a showcase, don’t worry. The customer enters the site, reads the information and calls you. A high bounce rate shouldn’t be a concern for blogs either. Many regular readers only look at the new text, they don’t have to click through the familiar ones. Don’t panic with a high bounce rate – you should consider various aspects when analyzing. Discouraging potential customers from visiting your sales site (already at the start page) has very little chance of a good conversion. In view of the data showing a high bounce rate, you should analyze the website for what may discourage users from using it. After which it is worth conducting A / B tests and then making changes. In the context of positioning, the culprit of a large number of bounces may be uninteresting content and key phrases that are not matched to the content of the page, and thus misleading visitors.

How to engage a potential customer who will be on your website?

UX is the basis for engaging customers

Designing a website with User Experience in mind is not only necessary, but even necessary when trying to get high conversion. As the term itself indicates, it is focusing on the feelings of customers, i.e. adjusting the offer to their specific expectations. Many areas of marketing permeate in UX, and there is nothing strange in it. In order to effectively engage consumers, a comprehensive approach to their needs is required. Various types of research serve this purpose, which allow you to find out more about what potential customers require. It is enough to look at the products and the shell of the Apple brand, in which the concept of UX was coined. It is a living example of how a comprehensive approach to meeting customer expectations and ensuring positive associations with the company can affect sales. Even at high prices. 

Another feature of UX is the constant testing and improvement of products, and in this case the website. This means a continuous analysis of the individual elements of the website. A properly conducted UX audit allows you to identify the shortcomings of the website – regardless of whether it is its content, interface or graphic design – and to introduce changes. 

UX is not only about taking care of technological solutions. It is primarily a comprehensive marketing strategy, the implementation of which gives long-term results.

How to engage a potential customer who will be on your website?

Effective marketing methods increasing interest in the offer

Positioning and UX are the foundations of a popular website, but there are other ways to increase customer engagement and interest in the offer. To be sure that the conversion rate will be high, you should also read about them.

One of such methods is the use of Google services for paid positioning – Google promotes a given page in search results under given phrases, displaying it in high positions. This is a good way for new websites to stand out, but the occasional paid SEO can expand the group of regular customers. If the website is optimized for UX, they will definitely come back to it. A great method to make your website more attractive to customers is content marketing. It helps build brand professionalism and increase the number of sales leads. This is also the basis of SEO, without texts there is no high position. Advanced content marketing consists mainly in building valuable and expert content around the website, e.g. in the form of guides or a blog. It attracts potential customers, offering them, apart from valuable products, also knowledge in a given field. Nowadays, you cannot forget about social media as well. Creating a social media profile that supports the website is almost a mandatory element of today’s e-marketing. This serves to build a brand image, establish and improve contacts with customers. This is great support for the sales page.

Knowledge and experience are the main determinants of success when promoting your website and activating its customers. The key is to react quickly to changing trends, and thus a thorough analysis of sales processes. 

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When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.

How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

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