SiteLeads.net

It's tempting to think, if only I appeared at the top of search results, all my worries would be over.

You are right to think that appearing at the top is critical. That is, unless you are the New York Times or other organization whose brand is so well known they need no introduction. For the rest of us, though, we need to be found by people who have not yet heard of our product or service.

So, what else is required to turn these arriving strangers into customers?

Answer: There are three more things you need to do: (so, four steps in all, if you include getting the traffic to your website).

1. Appear on page one of search results
2. Give them value as soon as they arrive (Consider this step "giving the thirsty stranger a refreshment after their journey")
3. Respond to their request on the double
4. Build each relationship for the long term

Let's look at each step.

Give them value as soon as they arrive

If you are in the real estate business, you might offer something like "The Top 10 Ways to Maximize your Sales Price". If you are a dentist, your website might offer tips of how to avoid gum disease, keep your teeth for a lifetime, and other such helpful information. I have found lists to be the most attractive. People seem to respond to a tidy list of actions they can take today, as opposed to a diatribe on the thrills and spills of dentistry.

At this point, you've given them a gift. Just like you are reading this page now, the gift is (hopefully in this case too) of some value to your visitor. You've planted a small seed. Next comes the watering.

Respond to their request on the double

Give your visitors a way to communicate with you. Perhaps it is in the form of a question entry box, or a way for them to sign up for a newsletter. Whatever way you offer, respond to them as soon as you can. This grows your relationship a little further while their initial experience of your website is still fresh in their minds. You know how quickly we all get distracted by the next challenge that comes along.

Build each relationship for the long term

Keep in touch with all of the people who gave you their contact information. I have had visitors who returned eighteen months after their first visit, only to suddenly have a dire need for my services. Unless a prospect tells you to go away, keep in touch. You might offer a free, bi-monthly newsletter that gives current tips on your subject matter expertise. Such communications keep your brand fresh in your prospect's mind. People also like continuity. Reliable businesses tend to be more predictable in their communications, and your regular newsletter tells everyone "Hey! We're still here. We're still in business!"