The Novice

 
Squarespace website strategist

Although you're on the right path, you probably second guess yourself way more than you deserve! You are not sure how to get your website found online and still have a lot to learn in the areas of lead generation and automated workflows.

Below are 3 action steps you can take today to begin improving your online presence and make your website work FOR you.

Step 1: Come up with a big goal for your website

The first step (before trying to generate more traffic) is to have a lead generating system in place THAT WORKS (this is the key!). So let’s start by thinking through your website goals. Do you want to convert traffic into subscribers on your email list? Or maybe get them to opt-in to your messenger bot list? Want them to join your Facebook group? Or maybe you want to skip all that and get them to go straight to booking a call with you?

Get really clear on what you big goal for your website is.

I know it is tempting to say “making sales” is your big goal. And yes, making sales through your website is the ultimate goal, but until your new traffic gets to know you a bit, let’s put this goal on the back burner… because the truth is that people won’t buy from you until they know you, like you, and trust you (heard that before??). Your new website traffic is typically finding you for the very first time when they land on your site. So let’s get them take them on a journey of knowing you, liking you, and trusting you!

RECAP: Pick a lead generating goal and stick to it. Make this the number one goal of your website! Typical options: Book a call, download a freebie and join your email list, subscribe to your messenger bot in exchange for a freebie, give them a mini-course in exchange for their email, etc.

squarespace strategist

Step 2: Improve + test your lead generating system

Now that you know your big website goal, it’s time to come up with a plan on how to make it happen! This part is a great big numbers game!!

If your big goal is to add more subscribers to your list via your website, then you can begin to craft a freebie or lead magnet that exchanges their email address for your free information.

If your goal is to get people to get people on the phone after viewing your website, then you will have buttons that lead to an online booking page (I love and use Acuity!) all over your website. EVERY page should have a clear call to action that leads to this booking page… they shouldn’t even be able to miss it!

You want to track the conversions of this freebie or booking link by seeing how many people see the landing page or opt-in form or booking page vs how many people actually sign up. This is your conversion rate. Most email marketing programs offer this sort of tracking now, which is super convenient!

You’ll know how many people have booked calls within the last week… month… 3 months, right?? Well, you can easily determine your conversion rate by dividing the number of booked calls by the total number of (landing page or booking page) page views.

3 booked calls over the last month?
100 booking page views?
3 / 100 = .03
That’s a 3% conversion rate!

Note 1: if your goal is booking calls, you can expect your conversion rate to be a bit lower than a standard landing page (where they swap their email address with a freebie). Remember, the number itself doesn’t matter as much as how much that number changes after tracking and tweaking!!

Also, BIG SIDE NOTE 2: You will want to set up two different booking pages. One where you send leads you have already acquired - i.e. people already on your email list, people in your Facebook group, etc. who want to book a call - versus the people who view your website for the first time and decide to book a call. That way you can accurately track your NEW website viewer conversion rate. Make sense?

Whatever your goal, once you launch your new lead generating system (call-booking-button, opt-in form, landing page, free mini-course, etc.), then you will want to track how well it works over time. You can do this by going into your Squarespace analytics and seeing how a certain button or form is performing. You can also simply check your email marketing conversion rate (if using a opt-in form).

Another little trick is to go into your Google Analytics and check your user flow (you can do this by going to AUDIENCE > USER FLOW)… this allows you to see what page is being landed on the most, and where users are navigating to after viewing that page. Are they eventually landing on your desired landing page or booking page? At what point are they clicking onto that lead generating page?

RECAP: You don’t want to spend precious hours increasing your website traffic until you’ve set up a solid lead generating system. You want to have a WORKING lead generating system in place before you drive traffic to your site, otherwise you’ll have more people landing on your site with no call to action to take!


Squarespace expert Sandra Houseman

Step 3: Increase your organic website traffic

KNOW YOUR NUMBERS

Now that we have a system in place, we can begin to increase our organic traffic! But first… you will want to check out your analytics and find out where your traffic is currently coming from. You can do this in Squarespace by going to ANALYTICS > TRAFFIC SOURCES… or you can do this in Google Analytics by checking your ACQUISITION OVERVIEW. This will tell you where your current viewers are coming from.

Chances are, a lot of these are direct links. This isn’t bad, but your goals is to increase the number of viewers that you didn’t have to work for… meaning, you want more people finding you organically. Like Pins on Pinterest or through a Google search.

MAKE A PLAN

The second step is to determine where you want to focus your time. If you have a well developed blog, podcast, youtube channel, or some sort of valuable content that permanently sits at a designated URL, then Pinterest could work for you. If you regularly blog and want to get found on Google, then increasing your SEO may be a good next step. If Instagram is your jam and you’ve got a growing number of followers, then maybe that’s a good place to focus. But bottom line, you definitely want to focus on one thing at a time. Make a plan and strategize what avenue you want to use to increase your website traffic and then get to work!

TRACK YOUR NUMBERS

Once you start focusing on increasing your numbers by using whatever system you decided on before (Pinterest, SEO, Instagram, Facebook, etc), then you will want to track your numbers to make sure it is working according to plan. Don’t expect to see a large increase overnight, but you should start to see a steady increase over the next few weeks and months.

At this point, you’ll want to make sure that your opt-in rate or number of booked calls goes up with your traffic increase! If you see your traffic increasing but your number of acquired leads does not, then you need to evaluate how well your lead magnet / freebie / or booking link is working in step 2.

RECAP: Knowing and tracking your numbers is HUGE when it comes to increasing the productivity of your website. This should be something you do on a regular basis… so pick a time each month when you’ll plan to review your numbers and check in on your goals.


Sandra Houseman Squarespace Expert

Want me to take the guess-work out of this for you?

Let’s schedule a website audit where I will walk through your website goals, evaluate your current set-up, and make a plan for you to move forward! This is a no-fluff, strategy session where you will walk away with real action steps.

Ready to book your audit?

((And as a THANK YOU for taking this quiz and reading through your custom action steps, use code 50-OFF to receive 50% off of your first audit!))