Getting 150,000 hits on your website is pretty good, right? Well, yeah, maybe—unless all 150,000 of your visitors leave the site without taking action. Then, it might turn out, all you’ve got is sound and fury—a lot of buzz, but nothing that directly improves your bottom line.
Traffic alone isn’t the most meaningful metric. What matters are conversions. Ideally, you want all your website visitors to buy a product from your business, though of course, this is a lofty goal. A more reasonable one is to convert as many visitors as possible into subscribers; this, in turn, can help build brand loyalty and awareness, and ultimately lead these visitors down the sales funnel.
Okay—but then, how do you turn your website into a subscription hub? How do you coax as many visitors as possible into joining your inner circle? Here are five methods we’ve found to be highly effective.
How to Convert Website Visitors into Subscribers
Provide valuable content that matches user intent. What are search engine users really looking for—and how can your website provide them with relevant solutions? Those are the questions you have to ask as you develop your website content. If you’re a plumber, you can assume that search engine users are probably looking for authoritative answers to all their plumbing needs. If you’re an attorney, your users may want to know when, where, and why to engage your services. Your content should always convey valuable solutions, and provide the information search engine users are after.
Create fresh content regularly. If your website blog hasn’t been updated in a year, and if the top entry in your Company News section dates to 2011, then it may be hard for your visitors to imagine why they’d want to subscribe. You’ve got to show them that by taking the time to subscribe, they will receive meaningful updates on a regular basis.
Fill your website with diverse content. The goal here is to write content that appeals to as many different people as possible—that is, blog readers, video watchers, e-book downloaders, and so on. Be robust and varied in creating value-adding, solutions-focused content.
Include strong calls to action. If you want people to subscribe to your list, you’ve got to ask them to, and provide them with an easy lead-capturing form. Do so on every page of your website, if subscriptions are your goal.
Analyze your results. In marketing, analytics are everything. Make sure you track the results of your content, and pay attention to what works and doesn’t work in terms of subscriptions.
Does Your Website Convert?
The bottom line: Your website shouldn’t just be an online placeholder. It should be a conversion machine—and in many cases, that means a subscription generator.