In this installment of the "demand curve" series, we'll take a look at some of the ways you can grab attention early on your startup's homepage. This area - and the homepage in general - is where you want to focus all of your building efforts so that you can convert visitors to active leads or customers. However, one thing that many new internet marketers fail to do in this area is properly define their audience. They do the best they can to grab attention with a strong headline and a compelling sales pitch but when it comes down to actually capturing the customer's email address, many of them leave it up to chance. You need a hook that will compel the reader to seek out more information from you.
If you've ever studied marketing in any form, then you've probably noticed the basic formula: draw readers in, get them to read the rest and act on it. Of course, this formula goes both ways. To successfully grab attention early on your website, you need to entice as many potential customers as possible to read your content. But in addition to drawing them in, you also need to give them a reason to stay. This is what the "hook" is all about in building your startups website.
When you use headlines to grab attention, you're not just saying something like "buy now". You're setting the stage for your reader to mentally prepare themselves to act. Why should they stay on your site? Well, you need to make it visually enticing as well as compelling to your core message. Here are a few things you can do to effectively use headlines on your site.
The best place to start when you're trying to determine how to build your startups website's traffic is with an understanding of your audience. Figure out what type of business you're in and think about what your target audience wants to see. Is your niche a medical website? Perhaps you want to provide helpful information for people who are planning a move to a new city or improving the functionality of their current one.
Your audience may also be interested in your products or services. What better way to get the information you need out than to offer up some content? Start with a post and link back to your site or a blog. Then, as you build up more posts and content, use headlines to help pull in readers. Remember to make the headlines directly relate to the content you have to offer. For example, if you have a blog about home renovation, you can include headlines on kitchen remodeling.
A critical part of the equation is the demand component. How will you acquire new visitors if you already have too many on your website? Well, consider how many people have come to your site through search engine traffic? This will provide a good measure of your competition and how much of a bump you need to give to get your site in the "top 10" for your chosen keyword. To keep things simple, choose a keyword with which you are familiar and then build the rest of the curve from there.
Build A Content Strategy If search engines are the main way people come to your site, you need to take advantage of them. Write articles, blog entries, and participate in forums. The more you engage with your audience, the better chance you have of building trust. It's best to write articles that are useful, interesting, and informative. These articles will rank well in the search engines and will drive traffic to your website. The more traffic you send, the more potential customers you'll have.
Of course, no matter how good your content is, if you don't capture your visitor's attention you won't convert them into buyers. The first thing you need to do this is to ensure that your site is easy to navigate and that it is visually appealing. Another important factor is to keep your site relevant. This is another way of saying that you shouldn't have to guess what your visitors are looking for. If your site contains too much irrelevant information, there's a good chance that your conversion rate will be very low.
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