Having a website is one thing.
Getting people to engage with it is quite another. In fact, the old adage, “if you build it, they will come” is quite misleading.
The online world is jam-packed with people trying to peddle their goods. So much so that the average consumer (who sees somewhere around 4,000 and 10,000 ads per day) doesn’t have the time or energy to find your website, let alone engage with it.
But not all hope is lost.
Here are 8 proven ways to increase your website engagement.
1. Create Your Dream Customer Avatar
In the beginning, there was your dream customer.
Before you even create a website, you should know who your dream customer is. Some entrepreneurs or marketers call this your “target market” your “ideal client” or your “customer avatar”.
We call it your dream customer because this imaginary (but totally real) person should encapsulate the qualities, fears, and desires of the people you most want to work with.
They’re your dream customers.
Never done this before?
Not to worry. Check out the video below.
You want to make this dream customer feel as real as possible — give them a name, find a picture that fits how you see them and make a list of their desires, fears, and insecurities. You might think about their family, their obligations, and the job that they work.
Here’s a list of questions to ask yourself…
- What jobs and hobbies do they have?
- What are your dream customer’s values?
- How old are they and what are some key life experiences they’ve had?
- How do they dress? What is their style like?
- What do they want more than anything?
- What keeps them awake at night tossing and turning?
This might seem like overkill… but it’s not.
Doing this will help you really understand who you serve, what they want, and how exactly you can help them.
And better that you understand your dream customers, the easier it’ll be to create an engaging website.
If you want to learn more about this, check out Traffic Secrets (<– get your free copy with that link), Russell Brunson, the founder of ClickFunnels, explains his process for identifying and finding his dream customers in step-by-step detail.
2. Determine Your KPIs
The title of this article is 8 Steps To Increase Your Website Engagement.
But that’s a bit vague, isn’t it?
After all… what is “engagement”?
Only you can answer that question — and you best do so before trying to improve your website’s performance.
Do you want to make more sales?
Do you want to increase the time on page? Lower the bounce rate? Get more email subscribers? Get more website visitors?
Maybe you want your blog content to go viral. Or your landing pages to get more conversions.
Before you move forward, get clear on what you mean by “engagement”.
Don’t just write down the goal you want to achieve, make a list of the metrics that are tied to that goal.
If you want to get more email subscribers, for instance, you might write down…
- Lead magnet conversion rate
- Unsubscribe rate
- Heatmaps for landing page
All of those metrics will help you determine your current benchmarks… so that you can improve them.
Maybe you just have a general sense, though, that your website isn’t performing as well as it should be.
You’re getting traffic…
But you’re not getting conversions or sales…
Go to the next step.
3. Vet Your Website’s Performance
If you are struggling to determine your KPI metrics for website engagement — and if you just have a general sense that it’s not working as well as it should be — then this step is for you.
You need to figure out what’s not working.
Here are a few easy ways to do that.
Run a speed test — You can run a website speed test here. This has a surprisingly large impact on how people engage with your website. Even as load time goes from 1 second to 3 seconds, the probability of bounce increases 32%. We’ll give you some tips for improving your website speed later in this article.
Compare to your competitors — Feel like maybe your offer isn’t quite right? Or your copy isn’t compelling? Or something else is going on? Check out all of your closest competitors to see what they’re doing (we call this funnel hacking). How does your website compare to theirs? This can help you identify potential problems with your website… as well as give you ideas for improving it.
Set-up heatmaps & clickmaps — You can easily set up heatmaps and clickmaps using a tool like Crazy Egg. These are awesome because they’ll show you how people are interacting with individual pages on your website and you can make adjustments accordingly.
Peruse Google Analytics — Google Analytics is a great place for finding critical information like your top-performing pages, time-on-page, bounce rate, conversion rate, and more. You can learn how to set up GA here.
Vet your traffic source — Depending on where your traffic is coming from, it’s possible that you don’t have a website problem, but a traffic quality problem. Make sure to think about where your traffic is coming from and determine if those are the right people you want to bring to your website in the first place.
Think about the experience — The best websites today aren’t just websites… they create experiences for the visitor. They seamlessly guide people from point A to point B and then from point B to point C. Spend some time getting into the nitty-gritty details of the experience that your website creates. Is it compelling? How does it compare to your competitors? Where is there room for improvement?
4. Make it Mobile-Friendly
Unless you serve a rather obscure niche, the majority of people aren’t visiting your website on their laptop or PC, they’re doing it on their phone.
Check out some of these stats (from Review42)…
- People spend around 5 hours a day on their smartphones.
- 70% of web traffic comes from mobile phones.
- 80% of the top-ranked websites are mobile-friendly.
- 61% of users will never return to a website that is not mobile-friendly.
- 80% of smartphone users will buy from companies with mobile sites and apps that are easy to navigate.
- 70% of the searches made on mobile phones lead to online action.
- Mobile phone data usage is predicted to grow 46% by 2022.
This means that your website needs to appear perfectly, no matter the device.
It’s easy to check if that’s the case for your website.
Just visit your website on your phone, on your desktop, and maybe even on a laptop.
How’s it look?
If it looks off on one of those devices, then your website isn’t set up to be responsive to the visitor’s device.
For obvious reasons, that’s a problem.
The good news is that almost all website providers and hosts — including our websites and sales funnels here at ClickFunnels — are automatically set up to be mobile-friendly.
If yours isn’t, you can get a free trial of ClickFunnels here.
5. Use an Engaging Template
If you’re anything like me, the idea of creating a great website from scratch is… overwhelming.
First of all, I don’t know how to code.
Second of all… well, I don’t know how to code.
Heck, even if I did know how to code, I’m not much of a designer. Creating something that’s pretty and compelling would take me a few decades.
The good news is you don’t have to create a website from scratch.
At ClickFunnels, we’ve got high-converting templates (i.e. website templates that are proven to convert) for every industry, including: Agency/Freelancer, Information Products, Ecommerce, Coaching/Consulting, Network Marketing, Local Small Business, B2B Lead, Blogging/Affiliate, and even Non-Profits.
Just choose a template for your site… and then you can choose different templates for each sales funnel you create.
You can customize your pages and website however you like without a single line of code — just use our visual editor!
Each of our templates has been tested and fined hundreds (if not thousands) of times to get as many conversions as possible.
All you’ve got to do is fill in the blanks: headline, copy, images, etc.
But we’ve got the wireframe already built for you.
6. Think in Sales Funnels
You’re probably thinking about improving the engagement on your website as a whole.
But the reality is if you want to improve conversion rate — meaning make more sales and get more opt-ins… you need to think in terms of sales funnels, not in terms of a website.
What’s the difference?
While a website is great for building brand awareness and giving your existing customers a place to peruse your offers and learn about your business… it’s also a bit like a confusing brick wall for new customers.
It doesn’t tell them exactly what you want them to do… it doesn’t guide them.
A sales funnel, on the other hand, is a page-by-page experience you craft to get people to take a very specific action — whether that be signing up for your webinar, downloading a lead magnet, or purchasing a product.
Our software at ClickFunnels helps you build a website for your existing customers and sales funnels for when you want people to take action on a specific offer.
Websites might be nice to have… but sales funnels are critical for growing your business.
7. Make it Faster
It’s been said that the human attention span is now shorter than that of a goldfish. I’m no scientist… but as a marketer, that’s concerning.
Having a fast website is absolutely critical.
You can run a free website speed test here. If your website is underperforming, there’s a good chance that your engagement is being impacted.
Here are some ways you can improve your website load speed.
Optimize your images — Images are often the heaviest elements on a page, and can drastically slow down your site if they’re not properly optimized. There are a number of ways to optimize images for the web, including reducing file size and using the correct file format.
Minimize HTTP requests — Every time a browser requests a file from your server, it creates an HTTP request. The more files your page has to load, the longer it will take. You can minimize HTTP requests by using CSS sprites and combining files.
Use caching — Caching is a method of storing files in your visitor’s browser so they don’t have to download them every time they load a page. This can greatly reduce loading times, especially for visitors who return to your site frequently.
Minimize redirects — Redirects add an extra step to the page loading process, and can therefore slow things down. If possible, avoid redirects or keep them to a minimum.
8. Hook, Story, Offer
Your website might look great.
Maybe it even loads fast and leverages all of the newest marketing tricks.
But there’s still something missing…
There’s a certain magic to copywriting and storytelling that the best marketers are able to infuse into their websites and sales pages.
We’ve turned that magic into a science: hook, story, offer.
Check out the video below…
This process works for writing blog posts, sales pages, websites, emails, and Facebook ads — anytime you want people to take action on something.
Here’s how it works…
Hook — You hook the person with an irresistible headline that builds curiosity and makes them want to keep reading.
Story — Then you tell a story that relates to the challenges and struggles your target market is going through. You show them that you understand where they’re coming from.
Offer — Finally, you reveal the solution you discovered (your products or services) and offer it to the visitor for an irresistible deal.
It really is that simple.
But if you want to learn more about copywriting, then get yourself a free copy of Jim Edwards book, Copywriting Secrets — it’s awesome and you’ll be writing killer copy in no time.
9. Promote It
As we mentioned earlier, people aren’t going to seek out your website out of the kindness of their hearts.
You need to get in front of them.
This means promoting your offers, sales funnels, and website on platforms where your dream customers congregate.
Fortunately, that’s easier than ever before.
Here are just a few tried-and-tested ways that you can drive high-quality traffic to your website…
Social Media Ads — Facebook, Instagram, Tik Tok, and virtually every other social media platform make their money by running ads to users. It’s easy, relatively inexpensive, and extremely customizable. Plus, you can spend as much money as you want to start getting results; as little as $5 per day, even.
Influencer Marketing — Influencers are people in your niche who your dream followers already follow. Imagine how cool it’d be to get those people to promote your products or services. Exactly. Make a list, reach out, and see how much they charge. You might be surprised at how reasonable their promotion rates are.
Affiliate Marketing — This is like influencer marketing except you only pay the influencer when they actually make a sale. You determine what percentage of commission you want to pay them, then you give them a unique link, and they go and promote your products and services for you. It’s super easy to create and manage your affiliate accounts inside of ClickFunnels.
Sponsorships — Besides running straight advertisements, you can also run sponsorships inside of newsletters, podcasts, blogs, or other digital assets. You need to find the things that your dream customers love to read, listen to, or watch and then pay for those publications to promote your products or services. You’ll usually have to pay a flat fee but can occasionally pay per click.
If you want more ideas to promote your website, check out Traffic Secrets (<– get your free copy with that link).
Improving your website’s engagement isn’t rocket science… but it is a science.
That is to say, it requires critical thinking, testing, trying, hypothesizing, and ultimately, taking action.
You can build an online business that succeeds and flourishes.
We’ve seen it happen from the ground up literally thousands of times.
And you know what separates those who succeed from those who don’t?
Cold, hard action and resilience — the grit to keep going when things are tough or confusing.
The above tips will set you on the right path to improving your website’s engagement… but only YOU can make the necessary changes.
The clock is ticking!