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By Greg DiFalco
Internal Site Updates
We suggested back in December that customizing the look and feel of your site to match a current holiday or event is one way to foster a feeling of timeliness on your site, especially if you are selling products. This means that you might want to tint your site colors to red closer to Valentine’s Day, if it makes sense, or include a graphic for the Super Bowl. Product specials should be tailored to match current events. On the lead generation side, it isn’t always desirable to tailor offers towards events that simply are not applicable. If you're trying to drive patients to your dental practice, then what benefit will you have by tailoring an offer around Presidents’ Day?
Call to Action – Important at all times of the year, providing users with a strong call to action on your site is key to generating more business. How many times have you gone to a site and couldn’t even figure out a way to contact them? Or, you can only find a general contact form. When you submit a request, you can never be sure that it will actually get to the right person. So, providing a clear means for potential customers to contact you (or order from you) is vital. Making your phone number prominent and positioned high on the page, or making your shopping cart or sign-up form a large, graphic button can help improve conversion rates on your site.
Now is the time to ramp up SEO work and go back to testing your new sources of paid advertising to see what works. Constantly tweaking your online marketing campaigns is vital to staying on top of the competition. Chances are already know these things, so what are you waiting for?
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