How to Get More Business From Your Website


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Direct, actionable tips on getting more leads and sales from your website.

This is the presentation I had made at a recent Nasscom event in Calcutta, India.

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How to Get More Business From Your Website

  1. 1. “ How to Get More Business From Your Website!” Practical, actionable tips by Arun Agrawal Ebizindia Consulting Pvt. Ltd. Internet Marketing Experts
  2. 2. An Optimized Website <ul><li>Make your website follow the visitor’s thought process to get a wild response. </li></ul><ul><li>Recession or not, your business will flourish if you solve a real problem for your clients. </li></ul><ul><li>Scientific research has proven that fear of loss is a bigger motivator than hope of gain. </li></ul>
  3. 3. Website Design: Looks Matter <ul><li>Don’t be shabby! </li></ul><ul><li>Don’t be a rockstar either! </li></ul><ul><li>Smart and graceful design works best. </li></ul><ul><li>Match the topic. You may need a fancy design for some products. </li></ul><ul><li>Don’t forget usability ! </li></ul>
  4. 4. What to say on your home page? <ul><li>We are the leading blah-blah for the last blah-blah years. Our M.D. is an engineer and we have a great office in a great location. <<who cares>> </li></ul><ul><li>Discover how you can easily <get rid of your problems…> and enjoy <these benefits…> in nn days for as little as $x! </li></ul>
  5. 5. Clarity Beats Persuasion <ul><li>Why should I buy this? </li></ul><ul><li>Why should I buy from you ? </li></ul><ul><li>Why should I buy right now ? What is your offer today? </li></ul><ul><li>Most-Wanted-Response </li></ul><ul><li>1-2 second-choice-responses </li></ul><ul><li>Clear benefits, clear call-to-action </li></ul>
  6. 6. Is your site easy to use? <ul><li>Nothing is more frustrating than an unusable website. </li></ul><ul><li>Clear navigation (no mystery links). </li></ul><ul><li>Prominent call to action – ask for the order. </li></ul><ul><li>Don’t hide your links. </li></ul><ul><li>High contrast text. </li></ul><ul><li>Hover effect and visited links. </li></ul>
  7. 7. Long Copy vs. Short Copy <ul><li>Just showing photo, product name and asking for the order? </li></ul><ul><li>Compare this with… </li></ul>
  8. 8. Long Copy vs. Short Copy <ul><li>Proper details. </li></ul><ul><li>Show the benefits (not only features). </li></ul><ul><li>Issues if any. Who can use this and who cannot? (Negative qualification). </li></ul><ul><li>Testimonials. </li></ul><ul><li>Cover all questions I may have before I can commit my order. </li></ul>
  9. 9. What’s Your Price? <ul><li>Is your price too high? Put the price in perspective. Perceived value, not cost. </li></ul><ul><li>Do you buy the cheapest? </li></ul><ul><li>Price is a factor when there are no other differentiation factors. Commodity? </li></ul><ul><li>Build an expert status. </li></ul><ul><li>High price with discount – good strategy. </li></ul><ul><li>A higher tier boost sales of the 2 nd tier. </li></ul>
  10. 10. Can you guarantee that? <ul><li>Internet is a low-trust medium. </li></ul><ul><li>Guarantee reverses the risk. </li></ul><ul><li>Fear of refunds and consequent loss. </li></ul><ul><li>Long guarantee. </li></ul><ul><li>Outrageous guarantees. </li></ul>
  11. 11. Testimonials <ul><li>Do you have testimonials on your website? </li></ul><ul><li>Third person endorsement is very effective. Beats your own claims any day. </li></ul><ul><li>Testimonials from industry authorities are very powerful. Celebrity endorsement. </li></ul><ul><li>Those from people in reader-like situation work equally well. </li></ul>
  12. 12. Ineffective testimonials <ul><li>“ Excellent work! Very impressed!!”, J.C. </li></ul><ul><li>“ Ebizindia does great work.” – John, UK </li></ul>
  13. 13. Better Testimonials <ul><li>“ We were working with other SEO companies that didn't generate even decent results for us. Then I contacted SEOtop10 and got amazing results... we are now experiencing a large volume of orders and new customers because of the #1 listing on Google, Yahoo and MSN for around 2 years now.” </li></ul><ul><li>- Kirk Bachelder, </li></ul>
  14. 14. From Reader-like situation <ul><li>“ Arun stands for Ethics, Knowledge and Ideas. I have known him for more than five years now and I have not seen any change in all three cornerstones of his career till date. His expertise in Internet marketing is unquestionable.” </li></ul><ul><li>- Abhishek Rungta, </li></ul>
  15. 15. How long is your form? <ul><li>Really need all those fields? </li></ul><ul><li>Make the form shorter. </li></ul><ul><li>Validation should not defeat usability. </li></ul><ul><li>Don’t say “Submit”. Put a verb. </li></ul><ul><li>Privacy policy helps a lot. </li></ul>
  16. 16. Make it easy to contact you! <ul><li>Phone number should be prominently displayed. </li></ul><ul><li>Contact / feedback form. </li></ul><ul><li>Full address (great credibility). </li></ul><ul><li>Photos of people, office etc. </li></ul>
  17. 17. We are getting social! <ul><li>You need to master the social media. </li></ul><ul><li>People buy from people they like. </li></ul><ul><li>Use blogs to convey your personality. </li></ul><ul><li>Create an expert status with quality posts. </li></ul><ul><li>Twitter to build personal relations. </li></ul><ul><li>Don’t try to sell in the social media. </li></ul>
  18. 18. Reputation Management <ul><li>People will search for information about you on the Internet. </li></ul><ul><li>Try to dominate all 10 results on the results page. We’ll discuss with social media. </li></ul><ul><li>Drown out the negative reviews. You can’t change them. </li></ul>
  19. 19. Reputation Monitoring <ul><li>Twitter search ( </li></ul><ul><li>Google alerts ( ) </li></ul><ul><li>Forums related to your topic. </li></ul>
  20. 20. Press Releases <ul><li>Was a pitch to reporters in the good old days. </li></ul><ul><li>Now it is more targeted towards the consumers directly. </li></ul><ul><li>Tie in to a current event for better chance at going viral, or being picked up. </li></ul><ul><li>Must include media (photo, video) for more impact. </li></ul><ul><li>Include on your website also. </li></ul>
  21. 21. Blogs: What’s up? <ul><li>Search engines love blogs. </li></ul><ul><li>Effective medium to distribute updates that don’t deserve a web page. Consider news currency – long term or short term. New president appointed vs. president profile. </li></ul><ul><li>Teach various ways to use your product, in different situations. </li></ul><ul><li>CMS helps in easy updates </li></ul>
  22. 22. SEO: Free Traffic <ul><li>Good SEO can get you massive traffic at no cost. </li></ul><ul><li>Don’t go for the flavor for the day </li></ul><ul><li>Basic SEO correctness + good content should be fine for most industries </li></ul><ul><li>Fragile source – not reliable </li></ul><ul><li>Quick tips >> </li></ul>
  23. 23. SEO: Onsite Optimization <ul><ul><li>Web site elements </li></ul></ul><ul><ul><ul><li>URL </li></ul></ul></ul><ul><ul><ul><li>Title – use main keyword once and a variation </li></ul></ul></ul><ul><ul><ul><li>headlines, sub-headlines </li></ul></ul></ul><ul><ul><ul><li>Images (filename, alt-text) </li></ul></ul></ul><ul><ul><ul><li>Content – keyword-rich copy </li></ul></ul></ul><ul><ul><li>Site structure </li></ul></ul><ul><ul><li>Outgoing URL should be keyword rich </li></ul></ul>
  24. 24. SEO: Offsite Optimization <ul><ul><li>Get links from authority sites </li></ul></ul><ul><ul><li>Some high quality links can beat many low quality links </li></ul></ul><ul><ul><li>Vary the anchor text </li></ul></ul><ul><ul><li>Get deep links to internal pages </li></ul></ul>
  25. 25. Site Search <ul><li>Internet visitors are not patient. </li></ul><ul><li>Easy to find, easy to buy. </li></ul><ul><li>Medium to large sites must have site search. </li></ul><ul><li>Invaluable research tool. </li></ul>
  26. 26. Mastering the Paid Search Market! <ul><li>Numbers in ad copy. </li></ul><ul><li>Use the keyword in title, body and URL. </li></ul><ul><li>Pre-qualify to avoid tire-kickers. </li></ul><ul><li>Separate ad-groups with closely tied keywords. </li></ul><ul><li>Use different matching types. </li></ul><ul><li>Extensively use negative match. </li></ul>
  27. 27. Does your landing page measure up? <ul><li>Continue the conversation. </li></ul><ul><li>Don’t bait and switch – keep the promise. </li></ul><ul><li>Clear call-to-action. </li></ul><ul><li>Credibility boosters. Testimonials. Logos. </li></ul><ul><li>Privacy policy, contact us pages. </li></ul><ul><li>Split test. Then split test some more. </li></ul>
  28. 28. How Can I Help YOU? <ul><li>Arun Agrawal </li></ul><ul><li>Ebizindia Consulting Pvt. Ltd. </li></ul><ul><li>+91-98310-27107 </li></ul><ul><li>[email_address] </li></ul><ul><li> (Please visit) </li></ul><ul><li> (Follow me) </li></ul><ul><li> (Let’s connect) </li></ul>