Bringing Your Local Business Online – What is your value added and conversions


Standing Out From The Crowd and Increasing Sales Is Your Goal. Right?

The following video is part 2 in Google Websmasters six part series focused on the online presence for local businesses.

As you begin to build your online presence you need to begin to standout from your competition.

You do that by focusing on:

  • What make you stand out from your competition.
  • What make your business different from the competition?
  • Why should potential customers call you.
  • What are your value added propositions.

You should write this information down. If you are just a one or two man business it will probably be easy to remember what these value added propostions are. But when you have multiple people in your business or have a website guy/gal or marketing team you should make sure everyone stays focused on what that value added propotion is and keeps focused and spreading the same message on all channels.

You also need to have a clear focus of your online goals.

You want to work in manageable chunks and not try to tackle everything at one time.

So what are your goals online? The most common are:

  • Increased Revenue
  • Decrease costs or save time
  • Increase customer satisfaction

Of course the most common is to increase revenue.

Although remember is it often easier to reduce your costs than it is to increase your revenue.  The basics in increasing revenue is bringing on more customers or finding ways for existing customers to spend more, most likely in repeat purchases or larger purchases.

For decreased costs and time savings you could focus on providing answers and explanations to many of your common questions your business gets asked.  You could focus on providing many of your resources online to streamline your operation and increase your ratio of sales dollars per labor hour.

In the future you may expand your goal of increased customer satisfaction. You could offer tutorials on how to use a product. Or a video on how to assemble a product. Or a list of solutions or fixes to a product on service you provide. Consider the customer who has issues when you are not open for business. You are not only focusing on a better customer experience but you are focused on decreasing your time spent dealing with customers and more time spent building your business.

Next you need to focus conversions.

What is considered a conversion for your business?

  • A purchase if you are on online retailer?
  • An in store visit to your restaurant?
  • A call and a quote requested for a roofer?
  • A meeting with a new client for a realtor?
  • Not all conversions are the same for all businesses.

And they are not all easy to track. But as a small business you should be asking customers how they found you.

Looking at an online customer funnel for increasing sales and revenue:


image credit – google webmasters

It starts with:

  • Visitors – They find your business online whether it be your Google Business listing, your Facebook page or your businesses website.
  • Engagement – A portion of those visitors will engage with your businesses online channel(s) and spend time looking at what you offer.
  • Call to action – Of the “Engagement” visitors a percent with perform a call to action (this is where you need to have a clear call to action) such as “call to schedule an appointment” or “place your order now”.
  • Conversion – Of those that performed the desired call to action a portion with convert to sales and increased revenue.
  • Loyalty – Lastly you need to focus on your local customers. It is often harder to get new customers than it is to get existing customers to order more.

Checkout our write up on part 3 of Google Webmasters online series for local based businesses.  And also check out our online checklist to get your business more exposure online.