The “More Traffic Equals More Sales” Myth – Debunked

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SLU_Sucka_MC_White_Shirt_POPThe holidays are coming up and you know what that means…

More Sucka MCs will jumping at the chance to give you fluff advice on internet marketing.

You remember those fakeperts from my previous article that just regurgitate what everyone else says and don’t really add anything to the conversation, right?

Well, get ready because they’ll be out in full force this time of year to:

  • promote their latest shiny object that will make your holiday marketing easy
  • share their secrets and tricks for marketing on the new, hip, must-be-on-or-you’re-doomed-to-fail social media network
  • sell you on some  of their SEO gibberish that guarantees you’ll get to the top of Google’s stairway to heaven

The bottom line is that all these Sucka MCs are shouting out promises that if you use their traffic generating methods then your website will be flooded with sales and new subscribers.

And guess what?

After you’ve spent all that money on their products…

and sat through endless hours of webinars and online training courses…

and implemented their recommendations in your holiday marketing strategies…

You’re going to realize this hard truth:

The “more traffic equals more website sales” advice is a myth.

Now don’t get me wrong. Website traffic is important. The more highly targeted visitors, the better – I absolutely agree.

The problem is that if your website isn’t optimized to properly sell your brand, you’ll be wasting your time, money, and hard work on creating a brochure site that doesn’t convert.  And c’mon, that’s like getting a lump of coal from Santa, isn’t it?!

But chin up buttercup! There’s no need to chug down your rum-spiked pumpkin spice latte and cry away all of your holiday success dreams. I’m going to share with you five areas on your website that transforms visitors into customers.

The 5 Areas of Your Website You Need to Optimize for Conversion

  1. Headlines –Too many businesses fail to recognize the importance of creating a headline with impact. It’s the first marketing message your visitors read when they arrive to your site, and when done correctly, it intrigues your visitors into engaging with your brand. The headline on your homepage also sets the tone for what your brand is all about and helps communicate your competitive advantage and value to your audience.  But don’t stop there. All of your website’s interior pages should also lead with strong headlines that grab your reader’s attention and communicate the benefits of your brand as it relates to each page.
  2.  Calls to Action – Every page on your website should make it clear to the reader for what they should do next. You may have two or three calls to action on a page, but the main thing you want them to do (buy, subscribe, contact, etc.) should be presented with a button that stands out by its size and color on the page. Additionally, choose your words wisely when creating your calls to action. They should lead with an action word, clearly state what will happen after your website visitor clicks the button and a succinct benefit that they will receive for clicking it.
  3.  Objection Blockers – Listen, you can have the best product or service in the world, but you will still have people who are unsure if they should buy. That’s why it’s important to strategically preempt your prospect’s common concerns by addressing them upfront. You can do this with a FAQs page and by using specific website copy to directly countering objections on high traffic pages like your home, about us, and sales pages.
  4.  Social Proof – Another way to help neutralize fears while demonstrating your credibility is to use social proof throughout your website. That could come in the form of testimonials from customers, PR mentions by influential companies, highlighting how many users or subscribers you have, etc.
  5.  Aesthetics & UI Design- No, you don’t need to spend a gazillion dollars on the latest technology and website designs.  However, just as the headline helps communicate the tone and value of your brand, so does the visual design and usability of your website. Your logo, color palette, font selection, images, navigation, and the layout of your website create a brand experience for your website visitors. This must meet the expectations your visitors have of your company. For instance, if you say that your brand is fresh and forward-thinking, an outdated design will negate your claims. If you claim your product or service is easy to use but your visitor has a hard time navigating your site, they’re probably going to think twice about buying from you.

Your turn. Do you have any areas on your website that you need to optimize for converting sales? Leave a comment below with your Sucka MC stories and website conversion insights.

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Kimberly Bordonaro
Kimberly Bordonaro is a brand strategist and the founder of Brandspiration, a blog that uses ridiculously fun lyrical references to explain how everyday entrepreneurs can create their distinctive brands.
Kimberly Bordonaro

@brandspiration

Brand Strategist. Lyrical Savant. Turning Tenacious Entrepreneurs into Profitable Brands. Follow Me to Find Out How.
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