The website is one of the most versatile and valuable tools that the average business has at its disposal, online. It can be used to build a brand, to convert, to provide support, and much more. However, does it feel like your business is hitting a ceiling in how effectively it can penetrate the market and grab a greater share of your audience? Your website might be a little more help in doing just that if you’re willing to make the right improvements to it.

Here, we’re going to look at a few ways your website can more effectively penetrate and win more of your market.

Make use of search engines

Search engines such as Google have become a vital force in modern website marketing.

When the majority of people want to find a specific product or service, they are likely to start off by Googling it if they’re looking online.

As such, you need to make sure your website is in a position to benefit from those Google searches by getting it as close to the top spot of the search engine results page as possible.

That is, effectively, the key philosophy behind search engine optimization and search engine marketing.

A mix of organic SEO (done through website improvement and effective keyword use) and paid search ads as shown by Instapage can help you make your site much more visible through one of the web’s most widely trafficked sites of all.

Get to know what works and doesn’t about your website

First of all, you need to turn your eye inward to take a closer look at your website, specifically identifying its strengths and weaknesses when it comes to the question of conversion. If your website is failing to grab the people who come to it, you need to find out why. This is what conversion rate optimization is all about. CRO services and tools can help you identify precisely where you are losing your customers and which paths they are more likely to take through the website.

As such, you can more widely emulate the parts of its design that work and change those that don’t.

Make your website accessible

There is a much bigger portion of the market that has a need for accessible website design than most business owners tend to realize. There are clear benefits to improving your market penetration through accessible website design and it’s not difficult to give a shot with services offering trials like the ability to try AudioEye for free.

Not only can you improve the journey of customers who might have a need for accessible design, but it has been shown that accessible website design also improves the user experience for the broader audience, as well.

As such, you don’t need to worry that you’re devoting a large portion of your budget to a relatively small portion of the audience.

Create niche content

There is always a debate raging on in a lot of companies as to whether the brand should appeal to a wider range of people or whether it should focus down on a niche of customers. You don’t want to miss customers by narrowing your focus too much but, when you do have a niche, it’s easier to speak to real needs and pain points that otherwise might be missed.

Rather than focusing your whole website on a niche, however, you can instead identify niches within your target audience and start writing content that speaks specifically to them.

Blog posts and landing pages can speak to niche interests without having to devote the whole website to them, making sure that their concerns are being addressed and thus that they’re less likely to be missed by a more general approach.

Provide on-site support

Your website is your opportunity to make a first impression with your customer and, when you stumble, it can turn them from a potential convert into a non-factor or, worse yet, a vocally dissatisfied member of your target market.

On-site support features such as live chat and chatbots can help you not only engage and convert more your customers, but it can protect your business reputation by cutting off potentially negative reviews and other kinds of market backlash at the source. It won’t completely eliminate the risk of the disgruntled would-be customer, but it can definitely help you get more of those that you might otherwise miss.

Keep it connected to your customer engagement platforms

The website is often viewed as a more passive approach when it comes to winning your customers online. There may be other platforms built for engagement that you have a more active and proactive presence on, such as social media and email. However, you can ensure that your website experience is connected to engagement experiences, as well.

There are widgets that allow you to integrate your social media channels with your website. Furthermore, websites are a great place to place lead capture forms like Yieldify which can then sign up your visitors to your email marketing campaigns. Your website can serve as the first step to an engagement program that more effectively captures more of the market.

Make sure to follow up on website experiences

Your website can serve as more than a data capture form for your email marketing efforts, however. It can also be the catalyst that helps you engage customers more meaningfully through their inbox. For instance, a lot of business owners are using automated emails to target customers that have specific interactions on their website.

There are recommendations and voucher emails that can offer exclusive deals based on the products they have purchased or looked at before, as well as reminder emails for abandoned shopping carts. Your website, when paired with email marketing, can offer a much more personalized customer experience.

Create landing pages that better fit your marketing

If you’re using search engine optimization or direct advertising that links to your website, then it’s important to be familiar with one of the issues that can get in the way of the results you would expect from these measures.

We are talking about, in particular, the lack of landing pages.

Landing pages are webpages specifically designed to be as relevant to the inbound link as possible. For instance, if you have an ad promoting teeth whitening services, you want a landing page that is dedicated to teeth whitening, not just the broad range of cosmetic treatments.

They ensure that the customer knows they have landed in the right place and are thus more likely to proceed to the point of conversion.

Don’t let distractions get in the way

Always Be Closing is a great rule when it comes to sales, but if you’re too overzealous on constantly trying to cross-promote or upsell on your website, it’s more likely to distract the visitor from completing their customer journey, more than anything.

Try to keep things like pop-ups and irrelevant content promotion to a minimum on your website where possible. You can still encourage customers in the direction that you want, but this is best done with exit intention pop-ups. These are pop-ups that, according to Sleeknote, only appear when the user is about to leave the website anyway, meaning you’re not interrupting a journey in progress.

Update the website on a regular basis

Not everyone who visits your website is going to fall in love with your business and what it offers immediately. There are people who take more time to convert into customers and these can be just as valuable to the business.

So, how do you make sure you get them the next time. Remarketing strategies that target people who have visited but not converted can be very helpful, for one. However, you should also make sure to update your website with new content to keep giving them reasons to keep coming back. If they’re interested in following your content, they’re a lot more likely to engage with the business more deeply in the future if you keep engaging them.

Show positive social proof of your business’s success

A lot of people are going to naturally put their defenses up when it comes to believing the hype about any business. They know that your marketing is just that: marketing, and not an objective look at what your business can do for them.

This is why testimonials, reviews, and awards that are featured directly on the website can be so powerful. They create what is called positive social proof, which is essentially the evidence that your business is worth supporting, by virtue of the fact that other people already support it.

It can go a long way in helping to build the trust that is missing in most online interactions.

Your website isn’t the only way to improve market penetration online, of course. Other forms of communication, marketing, and support can be vital, too. However, as the core of most online businesses, the website does have unique potential that’s worth investing in.

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