Relationships are the most important part of the sales cycle. But how do you build relationships when you can’t meet with people face-to-face?

Answer: Use your website. Your site should be a place where people can create a relationship with your content.

But in order to have a relationship, you must have a conversation. And to have a conversation online, you need content.

So without further ado, let’s dive into a few tips for starting a conversation through your site!

1. Empathize with your audience

Do you understand your customers’ primary pain points? Does your messaging reflect this understanding? 

Make it clear that you understand the problems of your website visitors and be sure to note how your company provides the solution. 

Having an FAQ page is one way you can help your audience know you are aware of the questions they are trying to answer. And by providing high-quality, relevant answers, you are more likely to attract new leads and entice potential customers.

An FAQ page isn’t a must, but if you think it would add value to your audience, you may want to consider having one.

2. Apply search engine optimization (SEO) practices

According to HubSpot, approximately 95% of searches begin and end on the first page of Google. That’s why it’s incredibly important to make sure you have content that is optimized for search engines so that you can get on the first page. 

SEO is incredibly complex, but to start implementing it, come up with a list of keywords and related keywords called LSI keywords. Then, incorporate these keywords into your text. Tools such as Semrush can help you find the right keywords to include.

3. Avoid keyword stuffing

When applying SEO to your content, beware of “keyword stuffing,” which is the practice of including keywords without having any real context to them. Doing so can actually hurt your search ranking.

A great way to avoid keyword stuffing is by using a blog, since you can put these keywords in a useful context.

4. Use a blog

One of the biggest perks of a blog is that it can be a lead generation tool to help you obtain qualified leads.

For instance, after you’ve proven that you can add value to your audience, you can create posts that can only be viewed if the user provides their email address. You can then add this information to your CRM and follow up with them regarding any promotions or offers your company has.

5. Create regular content that adds value

You need to make sure your content is adding value to your readers. 

Value-adding content often takes the form of educational posts that are centered around your company’s industry and expertise. 

Creating regular educational content can also delight existing customers by providing a different customer experience each time they visit your site.

6. Use brevity

Brevity is when you distill only the most important parts of your message without taxing the visitor’s mind. People typically don’t want to think more than necessary. Keeping your text short and sweet will help with this.

7. Break up paragraphs

In addition to using brevity, you can make your text easier to read by regularly breaking up paragraphs. Marketers often neglect doing this, but I think it helps visitors easily digest chunks of information. 

Wrapping up

Applying these tips to your site could help you get qualifying leads into your sales funnel. By leveraging your blog into a lead generation tool, implementing SEO practices, and using brevity, you can greatly improve your digital marketing efforts.

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