In this episode I talk with Eva about the redesign of her website.  We talk about what to pay attention to, how to use Google Analytics to make informed decisions and the importance of testing.

It's time for another small business hot seat.  I'm chatting with Eva Klein about how to convert her organic traffic into customers.  She's redesigning her website so she wanted some strategies as she navigates the transition.

Eva's business offers one-on-one consulting, group coaching and membership to help you get your baby sleeping.  She's in the middle of updating her website that was originally done around 2014.

What is organic traffic?

This is traffic that comes to your website for free – usually through keywords in a search engine.  This means you're being found because someone searched for something and your website was served up as a result.

Using location markers.

Initially, Eva's business was local to Toronto and she had titles that included location words.  This is great if you want local traffic.  If you're expanding online, having those location tags aren't important.

Keep your website clean and less busy.

You want to keep your navigation clean and easy for people to understand.  You want to make it easy right away for people to know what you do and how you help them.

• What is the problem you solve?
• How do you help me solve the problem?
• Why you're qualified to solve the problem?

Make sure videos are titled to entice people to watch and what they'll learn.  Make it easy for people to understand what value you're giving them.

Make it about your customers – not you!

Eva was worried her homepage was going to be overwhelming.

With so many people using websites on mobile devices, having clearly laid out sections with big buttons people can access make it easier for them to navigate to the areas of your website they want more information from.

That's why the order you present the information and the way you structure your website is so important.

Use Google Analytics to understand what content your audience likes to look at and how to prioritize what you show your audience.  Repurpose content that you know people are loving instead of having to feel like you need to create new all the time!

Make sure your words stand out and it's formatted to be read easily.

The visualness of your layout is important and you want to chunk it out.  Users scroll so you want to make it easier for them to find the most important part to them so they can dive deeper.  Keep your titles clear so people know what they're getting.

When asking them to download your free guide – you want to make sure they know what the free guide is really about.

Eventually, Eva wants to create an evergreen funnel.

Creating an evergreen funnel is easy and shouldn't compete with your main lead magnet.  You definitely want to track with a Facebook pixel so you can take all your organic traffic and run ads to retarget them to your webinar.

Pay attent to where your conversions are stronger.  Is it through your email, through your blog posts, changing out your main lead magnet?  You have to see how your audience interacts with your website and double down on that.

What You'll Learn

(3:38) Who is Eva and what is her business?
(5:15) What is organic traffic?
(6:58) Understand how location changes the strategies of your website.
(8:15) Simplifying your homepage
(13:38) Eva was worried about to much content on her homepage.
(21:00) Use design to help people scan and find relevant information.
(30:18) Evergreen funnels

Resources

30 Day Website Roadmap