Whilst our Prime Minister has been busy negotiating with the powers-that-be in Europe this month, we’ve all been continuing I’m sure, with our own ‘battles’ – to attract/convert prospects, retain existing clients, and ensure an effective online presence is maintained (and enhanced!), improving our ROI.
If you’re only really interested in doing business in the UK (or just English speaking countries, Europe, EMEA, etc) and only want to monitor those visitors to your website, you can easily set-up a permanent filter in your Google Analytics.
Then, once you’ve people to your site, they ‘discover’ your White Papers – are they really useful? Do they provide informed insights, address a burning issue? Or have you just cobbled together a list of features (with a smattering of benefits) in the vain hope that the visitor will ask for more/contact you? Here, I remind you that you should never take anything for granted – always assume cynicism.
Most importantly, do your visitors actually know what to do next? Is your call to action strong? What exactly is your value proposition? – it’s “….obvious when it comes to products (give us £50 and we’ll give you a blue widget), but it exists for every transaction, including calls to action. So we need to make it quite clear what we’re offering. ‘Find out more’ isn’t nearly clear enough…”