Essential Guide for Converting Website Traffic to Sales: From Sales Exposure to Final Sale

8th August, 2021

After creating and optimising a page through Search Engine Optimisation, many of our clients at SocialMindr don’t understand how that can be reflected in their overall sales. To fully take advantage of any SEO, a digital sales strategy must be implemented to capitalise of any client traffic that comes your way. These steps will include sales exposure, sales prospecting and addressing clients concerns further down a sales funnel.

Digital Sales Exposure:

Any initial sales strategy requires having exposure on sight of a particular website. This step is most directly targeted by Search Engine Optimization (SEO) techniques. The goals for any digital sales exposure would be the linking of keywords with “commercial intent” towards any search engine results page’s higher ranking. SocialMindr itself uses a broad range of white-hat SEO techniques, including the establishment of backlinks via link for link agreements, the addition of keyword relevant terminology, creating related published articles and more. Search Engine Optimization links directly with any digital sales strategy as it casts the net for all potential clients, and informs as to the demographic background of particular clients. For instance, targeting the word “best Bauhaus architects Sydney” tells us that an architect wants to expose their website to clients from Sydney, whose main concern is quality in Bauhaus architecture. The applicability of certain keywords will come from weighing up how commercially relevant a term is, and a search terms volume compared to it’s competitiveness. So, in order to have a digital sales strategy, you must have an idea what commercial relevant demographics you will target with specific keywords.

Digital Sales Prospecting: How SEO Effects Further Engagements

Digital sales prospecting is a broad category of the initial stage of a digital sales funnel, involving a clients first introduction towards a particular website. The initial prospect in the digital space come from digital exposure, involving initial search engine result for any phrases with commercial intent (for example, searching “events hosted Sydney”), initial client emails, going through a past clients backlinked page. On-page search engine optimization, such as picking relevant keywords, optimising loading times for website pages and production of relevant articles will increase the volume of initial sales prospecting that occurs. But there must be a clear design into how to initially think about services. These include:

  1. For any services require booking, is there a clear view of availability of your services? (many modern ticketing websites directly show time slots that are available)
  2. Does your website offer waitlist/wish list type email listings that are easily accessible? (This helps set the stage for later stages of a sales funnel).
  3. Can a client see, in clear language, the qualities a particular product offers and it’s price tag (for instance, a purchase of a cleaners package of $50 that gives access to window cleaning, vacuuming and toilet cleaning).
  4. Is there any external authority, such as Google Maps reviews, that can act as builder of consumer trust?
  5. Is a working, direct contact towards the business owners present and actively responding to clients (for instance, do you have a contact email that is actively engaged by staff).
  6. Has your unique selling point, such as most competitive price in a particular area or highest quality serviced offered, highlighted by the language of your sales page?

Fulfilling these rules of thumb for any initial prospects is key towards more engagement with a particular website generally.

Further down the Digital Sales Funnel: How to Engage Clients Further

After a client has shown interest in a particular product or service, you must have a further engagement to call onto decision making. This involves the tracking of when leads are interested and address rationale as to preventing any purchase of sales. Many of the features before, such as a live booking calendar of free slots, address the limitation of timing particular clients have with not having timing available. In terms of problematic price point, coordination of well-timed price reduction emails as an example can push decision making towards the direction. If clients reach out to verify the authenticity of goods or services being offered, then more formal methods of verification, such as sharing past client experience, advertised guarantees, and attending grievances of negative reviews. Addressing direct and honest pain points of clients will mean greater direct sales towards given clientele.

After Sales: Using Positive Experiences as Social Proof

After a sale has been secured, positive and negative experiences must be addressed to garner authority and social proofs. Encouragement of positive reviews on multiple reviews on platforms, such as Google Maps Reviews, Trustpilot and Yelp, help build the authority of the website and create social proof of the website. This helps combat the negativity bias associated with review pages, as clients dissatisfied with services are more likely to review than clients with a positive experience. With negative reviews, a proper review of engaging with criticisms of a given product or bad experience must be taken. This can involve offering reduced prices, public acknowledgements of fault and direct correspondence with reviewers. So, after sales review engagement are crucial to reinforce first stages as successful digital enterprises rely on social proof.

So, any digital marketing effort is always complemented by a digital sales strategy, complete from any sales exposure to final sale. SocialMindr, as well as properly implement search engine optimisation, can help assist developing a sales strategy.  

Written by

Alistair Schillert