Your website can be more than a reference document or a search destination. Take the next step and integrate it into your customer touch process.
• Add an action link to your email signature. Rather than www.e-conversation.com; how about: “Check out some videos from Our Portfolio” Try to update it at least once a quarter, since most of your emails go to people you regularly communicate with.
• Use actionable links in your emails. Inviting someone to visit your facility? Make sure you include a link that talks about parking and directions. Click here for an example of an information based page we did for one of our clients. On average, a website visitor clicks on about 2.5 pages per visit. So, give your email recipient a chance to learn more about what you do, when learning about how to get to your location.
• Every page should tell a stand alone story and have a call to action. For information websites (not e-commerce), only a third to a half of the visitors start on the home page. In Google searches and direct links, visitors go directly to the page recommended for them. Check out this page, as an example. Click here for another example. Also, post up the link to a relevant page or video on Linkedin, Facebook or Twitter. These tools will grab your content and offer it up to your community.