The baseline for an effective online marketing strategy has been raised. A site that builds trust is important and I don’t want underestimate how important it is, but now you need to do a bit more. A successful online strategy is one that attracts visitors to your website, engages them with content they want, and converts visitors into leads.
So ask yourself a very important question: If I know people go to the internet to learn more and do more, what am I offering to meet the needs of visitors?
Let’s talk a little bit about what it means for your website to be interactive and how to do it the right way. Making your website more interactive just for the sake of being interactive doesn’t work. You really have to ask the question, “What will site visitors find valuable and how will I get them to move closer to converting into a prospect.”
In other words, don’t just create a survey on your website in order to make it interactive. Make sure you are promoting the value not the interactive element.
Interactive website that generates leads
When Connemara asked us to rebuild their online presence in 2015, they planned to post their pricing online. Great move – that is content financial planning prospects find valuable. It was rather complicated, so we suggested and developed a fee calculator so visitors do not have to work hard. Sadly, I did not get data on their old site, but leads filling out their online form in the first few months have way exceeded expectations.
Think before you act
As we move into needing more interactive websites, make sure that you are more concerned about adding value to your prospects instead of just adding more bells and whistles.
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