How To Turn Your Website Into A Compelling Marketing Machine

by Elaine Slatter

Just like your business card, your website is another pillar of your branding and if structured properly your website can become a compelling marketing machine for conversion.

Here are the key factors to make your website more convincing.

10 Marketing Tips for Website Conversion

Brand Consistency

The look and feel of your website should represent your target market.

For example, if your site is mainly for women customers, the coloring may be around the softer female or vibrant palette as long as it links to the overall coloring of your business cards and print advertising.

Powerful Content

Here are the four essential elements to address in your content:

  1. Identify customer’s pain point (his/her problem)
  2. Educate/offer solutions to the pain point (your unique product solution)
  3. Give Valuable content – show your expertise by posting blog articles, videos, podcasts, industry information, or testimonials
  4. Call to Action – After you have identified the pain and offered a solution, next is the specific message (Call To Action or CTA) to encourage your prospects to contact you. Examples include, “sign up for a free ebook”, or “attend our xxxx free webinar”.

Conversion Call to Action

Conversions come directly from having the valuable content and a call to action.  Without the call to action on the home page, your chances of sign- ups to your mailing list could be minimal.  Consider a popup for the home page that encourages the visitor to trigger an action and email capture.  Just don’t make the popup annoying by triggering it too quickly and with no ability to click it off.  The popup call to action might be a free e-book, a free tip sheet or free webinar.

Easy Site Navigation

Simple & crisp text, direction buttons and menu bar and lots of visuals.

 Social Shares

Adding social share buttons on your pages and blog posts means everyone who likes your fantastic content can blast it across their favorite social media platforms and share with their friends on Facebook, LinkedIn, Twitter, or Instagram.

Mobile Friendly

Over 65% of website searches happen on mobile devices, either smart phones or tablets.  Make your mobile site “responsive”, ie one that automatically resizes and organizes the content, regardless of the screen size.  Google will rank you higher if your site is responsive.

Secure Site (SSL certificate)

Secure sites are visible to the user with a lock symbol on the browser bar and a ‘https’ prefix. SSL certs. are available from your web host provider. Google is starting to rank you higher if your site is secure.

Search Engine Optimization (SEO)

A website without SEO is like junk mail.  Your website pages and posts should be structured with SEO in mind so that prospects can type in their search bar and find you. ie “chiropractor in Los Angeles, California.

Google Analytics

Your website conversions can be monitored by setting up your website on Google Analytics to monitor, measure and fine tune all aspects of your website.

Facebook Targeting

If the demographics of your target market are facebook users, you can install a facebook pixel on your website. Have you ever wondered when you visit a website, why you start to see facebook ads for that product when you are using facebook?  This is how facebook targeting works.

Anyone who visits your website, but doesn’t sign up for anything, can be re-targeted as an audience for facebook ads at a later date through the facebook pixel.


Now we’ve covered the basics of how your website can be turned into a compelling marketing machine, it’s time to look at your site. Chances are if your website is over five years old it is ready for a review and refresh.


Elaine SlatterElaine Slatter is a Small Business Expert, founder of  XL Consulting Group and author of the popular book, “Fabulous Fempreneurship”, a complete business guide for women.  XL Consulting Group helps entrepreneurs with market planning, strategy, branding, web design and social media. She has over 30 years of executive business and marketing experience and is ready to help you rocket your business to success.  Elaine is passionate about mentoring women to become successful women entrepreneurs.   To find out more, visit XL Consulting Group or join the Fabulous Fempreneurship mastermind.

You can connect with Elaine on social media at:  Facebook Group | Twitter | Facebook


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