How do you turn a basic website into a powerful lead generator? Getting traffic to your site is one thing and there are endless articles on the web about Search Engine Optimization and Search Engine Marketing. But what do you do with your website visitors to ensure they make an enquiry rather than just pass through?

怎样使一个普通的网站变成功能强大的营销工具呢？网站的作用，一个是吸引大量的用户群，还要能保证网站内容可以被搜索引擎优化，成为搜索引擎营销的内容。但是如何才能保证网站浏览者仔细查看网站内容，而不是走马观花似地浏览呢？

Here are 2 of our hottest tips to increasing business sales and enquiries through your website.

如何通过网站增加营销总额以及访问量呢？下面介绍两条要点。

1. Become Action Oriented
明确行动方向

Lead generation is about people taking action . In any purchase process buyers complete a series of steps (referred to as the "Buyers Journey"), which results in an enquiry or spending money. You need to get very clear and specific about the actions you want people to take when they are visiting your website. If you can focus on 1 single action that's great. At least limit it to 2 or 3.

促成引导性销售就是让客户采取行动。在任何购买过程中，购买者需要完成一系列的步骤（顾客购买过程），才会进行购买。所以，在用户登录网站的时候，必须清楚、具体地了解你需要用户采取什么行动。

Some examples of actions:
可以让客户有以下几种行动：

• Complete an enquiry form
  填写查询表格
• Confirm your credentials
  确定信任程度
• Define their problem
  明确问题
• Make a purchase
  进行购买
• Pick up the phone and call
  拨打电话进行购买

Your aim is then to set up the website so it achieves that action simply and quickly. Remove anything that doesn't directly contribute to the process. Websites are there for the visitor's benefit not yours.

建立网站的目的就是要让用户购买行动更快捷、更简单。与这个过程无关的信息都要删除，网站要考虑用户的利益，而不是自己的利益。

Also, when writing for your website keep it brief and to the point. Use active verbs and give the visitor specific, simple instructions on what to do next.

同时，网站上的文章要简单、切中要点。运用主动动词，给客户的下一步行动提供简单、具体的指导。

2. Like Attracts Like
网站要有吸引力

Know your target audience and be like them. Your website is often the first impression a company will have of you so make it count. So often people think of their website as a background marketing tool when its really the shop front for your business. A common example we see of this is websites pitching to senior corporate clients that are clearly homemade efforts. It's the online equivalent of turning up to an initial meeting with a CEO in daggy old shorts and t-shirt.

确定目标受众以后，尽量多了解他们。网站通常是客户群对你的第一印象，所以一定要设计好。人们经常以为网站是辅助的营销工具，其实它才真正是企业销售的主要工具。一个常见的例子就是，有许多老客户的网站很明显只需要付出很大的努力，就能把工作干好。出席CEO参加的会议时，可以通过网络，这时你穿短裤和T-恤衫就可以了。

The personality and professionalism of your business needs to come through in your site. This doesn't mean you need an expensive flash animated website with all the bells and whistles but it does need to be well thought out.

网站一定要个性化、专业化。这并不意味着，网站上必须要出现flash动画以及铃声和嘘声，只是说要仔细思考网站的设计。

Use Eyes Wide Open to Update Your Website
注意更新网站

If you don't have the time, or the know-how, or would value some objectivity, then get EWO to develop your online strategy and update your website. We have the in-house resources to build your website from scratch or refine your existing website to make it a powerful lead generation tool. Simply phone Kirrily Dear on 02 9665 5293 for an obligation free analysis of how we might help your business.

如果，没有时间、或者不知道方法，或者因为其它客观原因不能更新网站，你可以让EWO帮你制定策略，更新网站。他们有能力从无到有构建一个网站，也有能力更新已建网站，使其成为促进销售的一种强大工具。你只需要拨打0296655293这个电话，让他们知道如何帮助你就可以了。

How to make your website a powerful tool for generating Business. Often people think of their website as a background marketing tool when its really the shop front for your business. The site is a powerful lead generator tool by using relevant content & simple instructions. So that it can be easily understand by the visitors because websites are there for the visitor's benefit not yours.

怎样使网站成为一种有力的销售工具呢？现在网上商店已经成为了一种主要的销售工具，但很多人还认为它是辅助的工具。网站只需要具备相关的内容和简单的说明，就能产生营销作用。但是网站的内容要易于被浏览者理解，因为你需要方便用户，而不是自己。

作品设计的诀窍 无数字理念

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