When it comes to your traffic, there are many tools – such as Google Analytics – that can help you track how many people come to your website and how long they hang around before taking off to do something else on the Internet. Unfortunately, not so many of them stick around long enough to actually buy something, and because of this you don’t get the kind of business your hits reflect. But like all things in the business world, sometimes it just means you have to kick up your creativity and really start to rock your website in the right way to attract customers and keep them.

Know Your Audience – Really

When people say you should know your audience, you should stop a second and think about the double meaning there.  Yes, you should know what your audience wants and what would appeal to them because that’s one of the most important parts of finding your place in a world packed with competitors, but knowing goes beyond that – you should know which audience you’re targeting. What audience do YOU want to buy your product? If you sell makeup to teenagers, ads with older women in them don’t really appeal to kids. You want fun and funky. And furthermore, is your audience defined well? Do you know which teens wear the makeup you’re trying to sell?  Not every teen wears every type of makeup. Double check to make sure you’ve defined the audience you wish to sell product to very well.

Focus on Giving your Customers a Positive Experience

 SEO is good – it’s an excellent tool in bringing people to your website. Strategically placing your call to action so that is both visible and unintrusive in the user’s experience is also important. Both contribute to a positive user experience, yet what really contributes to an exceptional experience is content and relevance. People like to read about stuff that can help them, and they it want to be accurate, proofread, and useful. Doing this in an entertaining but meaningful manner can bring a whole slew of new buyers onto your website so you can start fostering a positive relationship with them.

Oh, and please – be honest! Present exactly what you have and are willing to offer. Don’t try to overpromise because the second you do, your customer will be disappointed which will just lead to bad reviews and ticked customers. Just tell ’em how it is.

Internet Writing Does Not Equal Book Writing

 The switch to internet-based reading has really changed the market when it comes to what kind of content you provide. There is a huge and fundamental difference between a book and a webpage. With a book, you expect people to read it front to back. With a website, if something doesn’t get clicked on, it just doesn’t get seen. Your website  is  something called “non-linear media,” which means users get to construct their own experience (think the ‘choose your own ending’ books that were popular in the 90’s).

That’s why all the information you want someone to read should be in the header, subheader, and bold paragraphs. Otherwise it’s likely people will skip over it, and you want the highest chance of grabbing attention that you can possibly get. You can also place links to other information that would be useful in the bodies of text on your website.

Test, Test, Test, Adjust, Rinse and Repeat

 Even if you think something is awesome, your audience may not agree with you. That’s why it’s important to test a whole lot and make sure you have everything on straight. Start with creating two different web pages and send them both out randomly to people so some folks get one page and the others get the other page. Make sure you include a survey and some questions about the website in your e-mail (maybe including a small motivational prize will help you get responses) so that people can tell you why they liked – or disliked – the page they were sent.