Businesses are spending time and money trying to drive more traffic to their websites. But many of them are neglecting five key areas that could dramatically improve their results. Drayton Bird lets us in on the secrets
Not long ago my partner Alastair Lee reviewed a whole flotilla of websites for all kinds of business. He discovered that EVERY single one made the same mistakes. This is what he said:
“Any fool can spend double on AdWords and SEO and get more traffic. If I had to do just five things, it would be these. None focus on more traffic — it’s far more important to get the most from what you have.
- Get your benchmarks in place
- Run split tests
- Harvest email addresses with every trick in the book
- Automate your follow-ups
- Direct your AdWords to specific, relevant pages.”
These things together usually multiply your results. Here’s why.
- If you can't measure it, you can't manage it. Knowing what's happening on your site is utterly essential. It's the first step to knowing why people are doing what. And when you know this, you'll be astounded how the smallest of tweaks can make a huge difference.
- Your split tests will confirm the suspicions your first step raises. They are easy to do. Just get a control in place (your best performing page). Then slave away to try and beat it (you’ll be amazed what a few dusty old direct marketing principles will do. And the test results will silence critics).
- Your prospect list is the life-blood of your business. And no list is better than your own. Not growing and nurturing it is commercial suicide. It’s that simple.
- The biggest thing I’ve learnt over the years is this: people buy when it suits them, not when it suits you. An endless stream of useful, helpful follow-ups gives you far more chance of being considered when your prospect wakes up one morning and decides to buy. One of our clients sends out 14 follow-ups.
- Don’t make prospects work too hard if you can avoid it. If you’re running ads for a service or product, don’t dump them on your home page and leave prospects to find it. Hold their hands and put them in front of it. Ideally, create a landing page for each AdWords campaign. These are great prospects.
Drayton Bird was named by the CIM as one of 50 individuals who have shaped today’s marketing. Read Drayton’s blog.