You’ve done the research, and your sources agree: You need to attract more prospects to your website. You’re getting ready to shake up your strategy to drive traffic. As you design your new plan, however, there are plenty of myths and misconceptions waiting to trip you up.
Attracting prospects to your website is important, but many people have some mistaken ideas about how exactly you can go about doing it.
1. Build It and They Will Come
Perhaps the most common myth is this one, which adopts the old saying, “If you build it, they will come.” Yes, you might get some people to your website if you have great content and do nothing more. But you want to drive traffic, which means taking active steps toward raising awareness about your brand, service, or product.
It’s not enough to simply build it. You’re going to have to guide people to your website if you want to attract your prospects. Incorporate social media and other marketing techniques into the mix to get the results you’re looking for.
2. Great Content Is All You Need
This is another fairly typical misconception. Content is king, and plenty of people mistakenly assume they can just ignore other aspects of their websites. So long as you have good content your prospects are interested in and find useful, they’ll hang around.
Website design is actually an incredibly important consideration when it comes to attracting prospects. Your website is your initial presentation to your customers and potential customers, so if your site is difficult to navigate or outdated, people will assume the same thing about your company.
3. Blogging Doesn’t Attract Prospects
Another myth about attracting prospects is that blogging doesn’t help. Many people assume blogging is a waste of time; instead of splashing out money to an agency for content creation or allowing your staff to spend valuable time writing, you could be doing something more productive.
HubSpot actually proved the opposite: Over 90 percent of companies that blogged daily were able to trace new customers back to the blog. Great blog content should be a cornerstone of your marketing strategy, especially if your aim is attracting prospects to your website.
4. Every Prospect Is a Good One
Once you’ve actually started driving traffic to the website, you might assume an increase in sales will necessarily follow. Chances are you’re not going to see an overnight rise in your sales, however. The reason? Not everyone who lands on your website is a good prospect. Some people will mistakenly hit the site and click away a moment later. Others are interested, but simply not in a position to make a purchase.
The goal isn’t to get the most pageviews, after all; for most companies, that doesn’t turn into profit. What you are trying to do is get people who are interested in your product or service to your site, and then turn those prospects into sales.
5. You Don’t Need In-Depth Analytics
Going hand in hand with the idea that not every prospect who lands on your website is a good one is the idea of in-depth analytics. Some people think simply counting hits and pageviews is enough. If you really want to turn prospects into sales, however, you need to dig deeper.
In-depth analytics help you track prospects and determine what they’re interested in and sometimes how interested they are. Some people will become frequent visitors—but are they looking to buy or are they simply making use of your quality content?
If you’re not using the right metrics, you’ll never know. You might be attracting prospects left, right, and center, but you might not be able to close. If that’s the case, crunch some numbers and let the data lead you to the right prospects.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.