You have an engaged following on your social media platform(s) of choice. However, those fans and followers are not converting to sales. Where is your campaign going wrong? Instead of looking at your social media campaign, it might be time to take a step back and take a look at your website.
Is your website is hard to navigate?
Does your website have a flow to it? When someone lands on a page, it should be easy for them to figure out where to click next. Otherwise that visitor will bounce right away.
Is your website mobile friendly?
People now spend more time online via mobile devices than PCs (source). Ideally, your website will be responsive. This means that a site changes size and maintains proper sequencing depending on the device it is being viewed on. By having a responsive website, your customers can view your site on their phone, tablet, and desktop and have a good experience.
Do you have valuable content?
Good content has the potential to set you apart as an expert and is more and more critical for good SEO results. Good content that answers prospective clients questions can even increase your sales conversion rates as prospects increasingly self-prequalify themselves before contacting you giving you better quality prospects.
Is your website content consistent with your social media posts and content?
If potential clients like what they read and see on your Facebook page but when they click to your site, the content is completely different and bland you have a problem as they are going to feel tricked. Your website is where your potential customers will end up, so make sure that the content there matches up with your social media posts or you run the risk of looking untrustworthy.
If your website is driving away potential customers, then you may be wasting time and money on social media. Go on your website on different devices to see how easy (or hard) it is to navigate. Take a look at the content that is there and make sure it accurately represents your company. If your site fails those tests, it might be time to overhaul your site. With proper analysis and a strategic plan, your website can help gain customers rather than drive them away. Which of these is your current site doing?