Organic website traffic is a coveted commodity. Unlike paid or direct traffic, these visitors found your website by clicking on one of your web pages that is favored by Google. This often means that these visitors to your pages might not know anything about your company. A lot of companies understand that ranking high is important, but that’s just the start of putting the puzzle together. The next step is providing information and resources that will lead them to a deeper relationship….ultimately, hopefully, ending with a purchase agreement and a customer for life.
That means it is absolutely essential to capture their attention and present them with relevant actions to lead them to a deeper relationship with your company. Here are a few principles that will help you understand your audience, capture their attention and ultimately convert them to advocates of your company.
Find Out Where They Are Entering Your Site
Some of your organic visitors will still come to your site through your homepage, but many won’t. Each of your individual blogs and site pages is an opportunity to create another potential doorway to your website.
Spend some time digging through your site analytics to find out where organic visitors are regularly landing on your website, is it one of your main site pages or is it a blog post? Drilling down to this data is going to give to some really great insights about what Google values on your website.
Do the search terms align with your core business? Are they common language for your target personas? If you find there is a big disconnect between what’s driving traffic and your business objectives, then your first focus should be adjusting your website content to align with your business and speaks to your personas.
Check the Pages for Glaring Errors
Auditing your website is really important for maintaining a clean, easy to navigate website. When you are reviewing these top blog posts, make sure that you check all the body links, calls to action, forms, etc. If there is anything broken or irrelevant, replace the content to be more up to date.
Take this opportunity to check your content against the latest SEO practices, make adjustments that could help strengthen authority of your content.
Skim through the actual content and check for grammar errors or business language that might have changed since the last time you looked at your page or blog. Remember, if you have typos, use incorrect grammar or have broken links, it will reflect poorly on your company and could erode trust you had built with your visitor to that point
Understand Your Content Flow
Spend some time drilling into the User Flow tool in Google analytics. Look at what pages the readers are choosing to go to next and what pages are causing them to leave your site.
It might help to map out a common user flow through your website. Make sure you have a clear picture of where the readers are coming from, where they are going, and where they leave. Now ask yourself does this make sense? Could I make this process easier for visitors? Is there information they are trying to find or questions they are trying to answer?
Remember, we’re trying to lead the visitor to the altar and don’t want to give them a reason to run for the hills.
Always Suggest the Next Relevant Action
As marketers and business owners, we often like to skip to the end of the education process and try to sell people right away. But by taking some time to understand what signals your visitors are giving you, you can become a much better communicator.
Clicks on a website are like non-verbal cues on a date. Don’t go in for the goodnight kiss if your date isn’t fidgeting with her keys. (Thanks Hitch)
If a user goes from your blog, to your free trial page, and then back to your about us page that’s generally a good sign that they don’t know enough about you yet. You are trying to ask them on a date before you get their name.
You might be able to soften that process by creating a page that is all about how your product will change their life. And THEN you can take them to a free trial page.
Validate Your Findings with Real Data
If you haven’t ever done user recording on your website, this would be a great time to start. Use a tool like Crazy Egg or Hotjar on your top organic pages. These tools will record real-time data from your site that will give you invaluable insights about how users are interacting with your content.
Do they scroll all the way to the bottom of the page? Do they see your CTA? Do they hesitate before click on a link? Are they rereading sections of the copy? These insights will help you better understand where the breakdowns are happening.
Create Invaluable Lead Magnets
Now that you understand the content and user flows through your website. The next piece to consider is the actual conversion opportunity, i.e. your form or landing page.
When you present a form to a website visitor, it should be a “give to get” situation. What benefits are they going to get by giving you their contact information?
If your answer is a smarmy call from an uninformed salesperson, that’s not good. Make sure you are providing value for your visitors. Solve a problem, answer a question, make their job easier, give them advice — whatever you do, make it helpful.
Optimizing your website pages for search is a great way to drive new interest and business to your website, but if you aren’t taking the time to identify the weak points in your content process, then you could be losing lots of time, energy, effort and prospects somewhere along the way.
Using these tricks to convert organic traffic is just the tip of the iceberg, no marketing tactic alone will check all the boxes necessary to create a robust and effective marketing strategy.