Dee arm out shot

Deedra Determan

According to Ad Week, 81 percent of shoppers conduct online research before making a buying decision.

Women ages 25-54 make 85 percent of the buying decisions in the home, which makes them the target market for the majority of my clients.

Every where you look you see moms on their smart phones scrolling Facebook, posting to Instagram or taking pictures of their kids. It only makes sense they would research a product or service on their phone before they buy.

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In this digital age, it is more important than ever for your business to have an online presence and come to the top of the Google list when potential clients are searching for a product or service in your industry.

I have clients who get 70 percent of their sales leads from Google alone. Search engine optimization is a proven marketing method that produces results. But what does your website look like when they get there?

Some of this terminology may be foreign to you because it is performed on the backend of your website, usually by a web developer.

However, there are many things you can implement now, like putting a phone number above the fold. The fold is an imaginary line at the bottom of the page the website visitor sees without scrolling. Anything below the fold is only visible with scrolling.

Make it easy for potential customers to contact you. It takes people seven seconds or less to leave a website if they do not find want they want in the first seven seconds.

Another easy feature to implement on your own is to get customer testimonials to put on your website. It is always better for a customer to brag on your business than for you to say you are the best. Testimonials can be powerful and definitely aid in conversion.

Conversion is the most important reason to have a website. Conversion gets your website visitors to do what you want them to do — whether that is buy your product, sign up for your newsletter, register for a webinar or fill out a lead form.

Having a website doesn’t make sense if it doesn’t present conversion opportunities, generate leads and close customers.

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Lesa Jones

Twitter: @LesaLJones