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Three principles you can apply to change your website from a useless pile of whatchamacallit into a proper lead generator

So your website doesn't work, eh? Before you can it, have a look at these pointers and see if you can't turn it into a powerful marketing tool.
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Your website receiving so little traffic it sputters with surprise when you visit it?

Here are three things you can do to turn the path to your website from a single track dirt road into Katy Freeway.

Both involve your message and the people you’re telling it to.

Please note: this won’t work unless you also make it your goal to choke your competition in Google.

Let’s take a look…

Be hyper specific

The first principle is to be hyper specific in your message and hyper specific in who you target with your message.

A personal confession: I do not apply this rule to most of my own online ventures.

I have far too many interests, and I also have a wide range of clients I’ve built websites for, all desiring and requiring different things. As a copywriter, I must be widely read and have an interest in all sorts of things.

You know what? I suffer for it.

I know I’m able to drive heaps of traffic if I take the time to target a single niche and pump out a specific message day in and day out. I know, because I’ve driven plenty of traffic in those rare moments when I applied this principle.

And you can drive massive traffic too, if you apply this principle.

Your company obviously doesn’t offer all things to all men.

That means you can craft a unique message and choose a specific niche to send that message to.

That means you must discriminate. (It seems to be a swear word these days, but discrimination can be a beautiful money-saver.)

Make your message so narrow that it excludes armies of people.

“But shouldn’t I be trying to reach more people?”

No.

You should be trying to reach more of the RIGHT people.

Do not pander to Black Lives Matter or the NRA or any other group if they’re not your target market. They’re not going to start supporting you just because you act the mascot for their cause.

The wider you target your message, the lower your conversion rate will be. That’s not a good thing.

You want a higher conversion rate. In other words, you want a higher percentage of those who see your product or service, to become customers.

If you exclude all those people you don’t need to reach with your message, I guarantee you’ll pick the fruit of your hyper targeted labor.

That’s because you won’t be spending resources on trying to happify [sic] people who’re only after the flavor of the moment.

What if you target more than one niche?

It’s easy to say you should apply hyper targeting in your marketing, but it’s not always easy to do.

It’s a matter of perspective.

From one angle you’ll see only a single niche, from another you might see myriads.

For example, I wrote articles for more than sixty niches, showing businesses from each niche how they can benefit from getting a website.

That’s a wide net, considering it targets from welding shops to music shops, florists to veterinarians (and everything in-between).

But when you look at the niches collectively, they all fall under one umbrella: small businesses.

Does this approach work?

Absolutely.

This very post you’re reading is targeted at small businesses, as are most of the other marketing posts on this website.

So it’s a matter of perspective. But always keep in mind what your goal is and your message will remain clear.

Use taxonomies

If you do decide to target more than one niche, make sure you structure your data correctly.

WordPress comes with two powerful built-in taxonomies:

  • Categories
  • Tags

You can use categories to group the main subjects of your website, while tags allow you to group content based on themes related to your main subjects.

While these two seemingly insignificant utensils are in my opinion some of the most powerful SEO tools, I often see people abuse them to the nth degree.

They’ll chuck more tags into an article than an SJW throws stones at the cops.

I’m not sure what the thinking is around adding a bajillion tags to an article, but using too many tags waters down your content, making it less attractive to Google. (Not to mention you’re creating a boatload of unnecessary archive pages, which brings your site no benefit.)

But that’s a post for another day.

Stay focused

This is the second principle.

Once you’ve spotted your target and you’ve zoomed in, keep peppering it with the same message.

Do NOT veer off the topic, no matter how much you want to.

That’s why it’s important to set up a content calendar you can stick to.

Keep going

The third principle is to not be a loser.

Losers quit at the wrong time.

They quit way too easy and way too early.

Always check your website anlytics to see what’s cooking, but don’t get discouraged if the traffic doesn’t flow in like the Amazon after only a few months (or even a year).

If you’re delivering quality content and adding value to a specific market, DON’T QUIT.

That’s WHY it’s important to keep an eye on your analytics.

If you don’t know who’s visiting your website and what they’re looking for, you won’t know that it’s worth sticking it out until you start seeing success.

In conclusion

I’ll probably always comes across people who say that websites don’t work.

I could smile, pull out some metrics of those clients of mine for which websites are working great and prove them wrong, but I’ve found that fighting with people is often a futile exercise.

Don’t be like those naysayers. At least, not before you’ve done everything correctly and stuck it out for a while.

Apply hyper specificity with your message. In other words, make sure about your target audience and speak only to them. The outsiders are not important.

Then stick to speaking that same message to the same crowd. Don’t change the message to try and appease people who don’t fall inside your target audience.

And don’t stop too soon. Keep an eye on your website analytics and encourage yourself to keep going.

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