This post is part of a series about the Internet marketing strategy that is called Inbound Marketing. To access the lead post please click the link in the prior sentence.
In the context of sales, conversion means walking a prospective customer into being a customer. This is accomplished by walking people through your sales funnel, one step at a time.
In the context of your website, conversion is implementing the first few steps of your sales funnel on your website.
Selling a $5 novelty item is different from selling a $2,000 a month consulting engagement. Although the decision-making process may be similar in some ways, they’re quite different in others.
Buying a $5 novelty item
In deciding to buy this, you may ask yourself:
- Is it cool?
- Do I want it?
- Do I have $5?
- Let’s do it!
In this sales funnel, your website implements every step of your sales funnel, from initial product presentation to completing the sale.
Buying a $2,000 a month consulting engagement
- Awareness: I have problem X… Where can I learn about solving problem X?
- Research: How well do the various options help solve my problem? How do I make sure?
- Cost/Benefit: What is the cost of not solving this problem?
- Budget: Can I commit $2,000 a month?
- Timing: When do I need it?
- Selection of option: I have some specific questions…… How do the various options measure up?
- Go/No Go: Let’s do it.
In this sales funnel, your website can provide awareness, research, and the ability of someone to contact you for more information. It is highly unlikely anyone will commit to a $2,000 consulting engagement simply on the content of a website.
What is Your Sales Funnel?
The specific topics being covered in this set of posts are:
- What is your sales funnel?
- What action or actions do you want website visitors to take?
- Make it easy
- Make it obvious
- Remove distractions
- Measuring conversion
To add a bit more to the discussion, you also need to learn about link building.SEO Needs Link Building