Anyone who has launched a website understands the challenges inherent in maintaining a successful online presence. What begins with a website design constructed to offer users the utmost in form and function, quickly turns into the marketing challenge of attracting the appropriate audience to the site. Clearly, with or without a great design, if a website does not attract its target audience, then the chances of long term success are not likely. But beyond just getting people to visit your site, successful marketing is dependent upon audience retention – keeping those users who have visited coming back again and again. Those users who cross over from one-time click on your site to a habitual visitor represent the website’s conversion ratio; achieving a high conversion ratio is ultimately the goal of any website. So significant is this element in website success that many site owners choose to engage the services of a website optimization firm that can put tools in place to help.
Attracting an audience is very different from retaining an audience. In order to attract an audience, it is important to be high on the online search engine rankings so as to have the best chance possible of being found by those users who are already in the market for your type of goods and services. Visitors, once they find your website, should be met with a clean, attractive, and user-friendly site that catches their eye and quickly gives them what they need. Think of this initial visit as a first date; you usually know in the first couple of minutes if the date is going to go well or not.
But, as we all know, a great first date is not always indicative of a great long-term relationship. Visitors may have enjoyed their short time on your site, but are they willing to commit? Retaining this vital audience should be the goal. A website optimization firm will understand the qualities users look for in a website – continually updated information, added value, entertaining blogs, and ease of use. Because in a great relationship, we want to know that our partner is paying attention and changing it up to keep things interesting; if you get lazy things fall apart. A website optimization firm will implement and monitor these elements on your site by uploading fresh content, making relevant design changes, using graphics and photography, and suggesting entertaining pieces that can add interest to your site…and drawing your audience back for more.