Three Steps to Improve Traffic to Your Coaching Website
This is a guest post written by Lewis Robinson. Want to contribute? Check out the 2018 publishing calendar.
Your business website may be one of the most significant marketing resources available to your business. Regardless of who your target audience is, most consumers spend at least some amount of time conducting online research today before making a purchase. Some are driven to make a purchase because of an effective marketing campaign.
You understandably want to do what you can to bolster traffic to your coaching website and the good news is that there are three relatively easy and cost-effective steps that you can take to generate the results that you desire.
Personalized email messages
Email marketing is an exceptional way to drive traffic to your website, but you may have trouble getting your recipients to open your emails or to take action. Many people are accustomed to simply deleting marketing emails that are not from people who they know personally. Email marketing best practices indicate that personalization is one of the leading ways to improve your open rate and to generate a better conversion rate. When a message is personalized, it garners attention and may indicate that the message is in some way relevant to them. Personalization may be as simple as including the recipient’s first name in the subject line. It may also be more refined, such as focusing product or services touted to the recipient’s needs or previous buying behaviors. Big data analysis is a great way to personalize your email marketing efforts.
Include a call-to-action and links
Both email marketing messages and online articles or other similar types of marketing efforts should specifically include a hard call to action. This call to action should include a link when appropriate that takes the customer to a specific webpage for them to take the desired action. The link may direct them to a specific product that they can buy directly online, an online form to request more information, a place to opt-in to a newsletter or another page that is relevant to the action that you want them to take. When a call to action and relevant links are readily visible and are easy for the customer to act on, you may find that your conversion rate increases dramatically.
Focus on SEO
Your customers may visit your website directly from email marketing campaigns, but you do not want to overlook potential new customers that may be searching for your products and services online. Your website needs to be optimized based on search engine optimization (SEO) practices. Other online marketing materials, such as off-site articles that are written to direct traffic to your website, should also be optimized.
Remember that search engine marketing requires you to carefully select keywords based on research and on understanding of who your target audience is and what they want. You should plan to revise your keywords periodically so that your marketing is as current and relevant as possible. Your own website should also be properly optimized using your selection of keywords. Through an effective SEO campaign, you can enjoy cost-effective traffic being driven to your website. Many of these customers will be new leads, whereas email marketing efforts may target existing customers. Because of this, both of these efforts should be used in combination for more substantial results.
Online marketing efforts are essential if you want to drive traffic to your website. You must look at this traffic as customers who have previously done business with you or who have opted into your campaigns. You should also consider using additional efforts to encourage new leads to visit your website. This may be traffic from your email marketing campaigns, search engine results or off-site marketing efforts. You must have a carefully planned approach to online marketing if you want to enjoy the best results and you should personalize your approach as much as feasibly possible. With concentrated focus on each of these points, you may see a much-needed boost in traffic to your website.
About Lewis Robinson
Lewis Robinson is a former CEO with experience starting and running several small software companies. He currently lives in Pocatello, ID, where he consults with small/medium businesses and start-ups all around the Mountain West. You can reach him through LinkedIn.
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