Maintaining Your Customers Through On-page Elements
In a landscape as vast as the internet, it’s hugely important to attract customers to your website rather than allowing them to escape elsewhere, especially in a competitive market. Once your customers arrive at your site they might buy into your brand, which is absolutely perfect, as the very nature of business is to generate profit. After all, if the customer is happy with the product they have bought then there is an increased chance of them returning to your site to make another purchase in the future. However, if you also ensure that your on-page SEO elements are up to scratch, this will further help to generate repeat custom. Remember that it’s not only about the end product they have bought, if it was easy to obtain on your site then the customer is more likely to remember exactly who you are.
Let’s get started by looking at some of the on-page elements you should have in place to ensure that your customers will return after their initial purchase. First of all, question if your visitors can find exactly what they are looking for. Is the key information clearly displayed on the pages of your site? This will depend on what page you are viewing, but taking the home page as a primary example, do you have the phone number and contact details visible above the fold? Is there an overview of your services or details of what exactly it is that you do? If this information is not clearly displayed then you need to ensure that this is included as soon as possible as this could be holding you back.
In order to keep your customers happy, the on-page elements need to be simple yet effective. Including a call to action above the fold will also speed up the checkout process by adding any relevant offers and promotions to entice your customers. The benefit of this means that once they have realised how easy it is to buy something, they may bookmark the page with a view to returning in the coming weeks. If you can encourage your visitors to buy with confidence, then you have a chance to direct them back to the site time and time again. As a result, highlight any sales, offers or promotions above the fold of the page so that they’re staring your visitors in the face when they land on the page.
Is the content clear and concise on your pages? Don’t add loads of information as people will get bored. Instead aim for 200-400 words per page and keep it simple. Interlinking, only if it’s natural to do so, will allow your visitors to flow between pages and if you direct them to where they need to go, they will be more inclined to return again if the site is easy to navigate.
This one’s not specifically an on-page element, although it is started by your on-page contact details. If you get any queries sent to you, make sure you respond to the customer with a solution. Ensuring you are there for the customer and willing to deal with any questions shows that you are there to help, which will also encourage repeat custom if any problematic situation is resolved.
Spend a few minutes reviewing your site to see if your on-page elements are of a high standard. If they are not then change them, if you keep your customers happy, word will get around, your brand will grow and you are more likely to bring in and maintain repeat custom.