And the most critical aspect of
SEO, since Google's announcement
in April 2015, is optimizing your
Website for mobile devices, includ-
ing all the options in tablets and
smartphones.
Opting in not out
When a visitor or prospect comes to
your Website, they come for a rea-
son, and they're typically curious
about what you have to offer. There
are many ways to drive them deeper
into your sales funnel, but to begin
a dialogue with a potential new cus-
tomer, you have to persuade them to
"opt-in" to an offer (of value) you are
making on the site.
In the sidebar — "Calls-to-Action
Available To You" — we provide pre-
pared Calls-to-Action and the deliver-
ables associated with them for your
immediate use. If you're among the
60 percent of respondents to our sur-
vey that don't use CTAs, we hope you
will use them or adapt them to your
company's culture, and start building
your opt-in database today.
Where to place them and how
often they're seen by your Website
visitors is up to you. More aggressive
marketers place their CTA on every
page (but typically not in pop-up
form because that can just become
annoying to your visitors). Those
who are less aggressive typically cre -
ate a pop-up box that appears on the
homepage, and every time someone
clicks back to the homepage.
Some fnal words on marketing
Your Website is a marketing tool,
to be sure. As such, there are a few
additional pages you can consider
including on your site to make it work
harder for you.
• About Us: You know the adage
all too well — people buy from
people. So make your About Us
section personal, compelling and
absolutely up to date. No 10-year-
old photos. No boring copy about
the decades and decades you've
been "in the business." Tell a
story, draw people in, seek to
60 percent of respondents
to our survey don't
use Calls-to-Action.
April 2016 VendingMarketWatch.com Automatic Merchandiser 41
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