By Katelyn Murray
In a perfect world, driving traffic to your self-storage business website would ensure you were generating an equal amount of leads. Although your pay-per-click (PPC) ads or Facebook page may be sending well-qualified leads to your site, if you aren’t converting a majority of those visitors into customers, it’s likely there's something is amiss.
Small tweaks and changes can have a huge impact on how users engage with your website and, most important, whether they complete a reservation form or pick up the phone. This article gives you four simple strategies you can use right away to help transform more clicks into real customers.
1. Hone in on Your Target Audience
The problem with many websites is companies try too hard to be “everything to everyone.” By casting a wide net in hope of covering as much ground as possible, they make the mistake of actually alienating the people who are most likely to become customers.
Hone in on your core demographic. Find out what they’re looking for and what makes them tick. Then provide a Web design, content, imagery, colors and more that strives to connect with them and get them to feel like your brand is a part of who they are. When visitors identify with your company, they also begin to trust you, which is the most important step in the sales process.
A great way to help you stay on track with your core demographic while building your website is to create specific buyer personas and use those to guide your decision-making. Learn how to do this by reading "4 Questions Answered About Buyer Personas," an article by Barbra Gago of the Content Marketing Institute.
2. Provide Facility Photos
In this day and age, consumers can find out whether they want to visit a restaurant, hotel or other local business simply by searching for photos of these places online. With the popularity of apps such as Google Streetview and social media websites, consumers are accustomed to knowing exactly what to expect from a business, be it a bakery, boutique or hardware store.
You absolutely must provide photos of your self-storage facility on your website. Not only do photos help build trust, they make it easier to imagine what it’s like to do business with you. Even more helpful is featuring photos of your staff on your website. Knowing his first visit will be met with a helpful, friendly face can make the difference between your visitor securing a reservation then and there or moving on to your competitor’s website.
3. Write Engaging Content
The way people read on the Web has changed. That means business owners need to keep up with how their customers consume content and what makes them take the next step toward making a reservation or picking up the phone.