• Make Use of Google Webmaster Tools and
Search Console– These tools help businesses
to track the performance of their behind the
scenes optimizations. As one example, using
the Search Console any URL errors found on
your website can be viewed and monitored.
With Google Webmaster Tools, website
sitemaps can also be added and monitored.
The tool tracks the number of pages submitted
vs indexed to Google, providing an overview of
any behind the scenes issues with the website.
Featured prominently at the top of the search results,
it’s important to fully capitalize on an investment in
paid search. To ensure your business gets the most
for your money, keep these considerations in mind:
• Only Advertise When Available – When you
create a paid marketing campaign and set the
schedules for your ads, be sure not to waste
money on running ads at times when you can’t
• Test, Test, and Test Again – There’s always room for
improvement with paid search. To see how alternatives
compare to your current ad, use A/B testing with your ads
to find what produces better results as you go forward with
• Tell a Story vs. Use a Tagline – Slogans and taglines might
scratch the surface of customer persuasion with a catchy
phrase, but research has shown taking a deeper storytelling
approach can increase the conversion rate of ads.
While studies have shown the human brain oftentimes
ignoring clichéd word and phrases, tactics in an ad like
using characters and a “hero’s journey” story model trigger
powerful emotional responses in customers.
Converting Site Visitors to
Customers — Maximizing
Bringing visitors to your website is the first objective, but the
underlying goal is to make these visitors your customers.
Overall Conversion Strategies
As general rules of thumb, there’s several things to make a priority
for boosting site conversion rates:
• Trust Symbols – Like business reviews, customers are
comforted when they see that celebrities or well-known
companies use or endorse a product. Especially considering
growing concerns about cyber theft, displaying logos like a
Better Business Bureau endorsement reassures potential
customers visiting your website.
• Call to Action – A call to action (CTA) is used as the
opportunity to make a direct appeal for users to respond or
In digital marketing these are typically buttons that can
have a number of different uses, like a CTA to call now, make
a comment, download content, or make a purchase.
• Click-to-Call – With growing use of mobile search, the
screen size websites have to work with is shrinking.
To optimize for future trends and make your site less
cramped when displayed on mobile, use clear and easy
to click CTA buttons for mobile users. Besides including a
click-to-call button, also consider a button for scheduling
service or making a reservation, viewing a list of services
or products, and finding locations or navigating to your
business using Google Maps.