Add a Signup Link on Your Footer or Header

The footer block of your website is a great place to add an invitation for your customers or prospects to join your mailing list. You can add this as text or as an icon such as an envelope. Placing this link in the footer, or even header, is an inconspicuous way to nudge your visitors to sign up for your mailing list. Those who are interested will self-select leading to a more engaged mailing list. Some sites display pop-up dialogs prompting visitors to join their mailing list or even offer discounts or special downloads for joining.

Publish Original Content

Mailing lists aren’t just for selling. To the contrary, the best way to attract and keep engaged contacts is by publishing original content that your audience will find helpful or informative. A periodic newsletter is a great way to give your readers updates on your company and industry and showcase your expertise; by showing authority in your areas of expertise you will be building trust and confidence in your company and brand.

Change Up Your Subject Lines

The subject line of your emails has a significant effect on open rates. One way to fine-tune your subject lines is by using A/B testing: sending half of your list one subject line and half another subject line then comparing the open rates of the two. Most email marketing services such as Constant Contact or Mailchimp will allow you to do a split mailing very easily. Once you have found what phrases, keywords, and styles your list responds to, optimize your email subject lines to reflect them.

Add a Signup Link on Your Footer or Header

The footer block of your website is a great place to add an invitation for your customers or prospects to join your mailing list. You can add this as text or as an icon such as an envelope. Placing this link in the footer, or even header, is an inconspicuous way to nudge your visitors to sign up for your mailing list. Those who are interested will self-select leading to a more engaged mailing list. Some sites display pop-up dialogs prompting visitors to join their mailing list or even offer discounts or special downloads for joining.

Publish Original Content

Mailing lists aren’t just for selling. To the contrary, the best way to attract and keep engaged contacts is by publishing original content that your audience will find helpful or informative. A periodic newsletter is a great way to give your readers updates on your company and industry and showcase your expertise; by showing authority in your areas of expertise you will be building trust and confidence in your company and brand.

Change Up Your Subject Lines

The subject line of your emails has a significant effect on open rates. One way to fine-tune your subject lines is by using A/B testing: sending half of your list one subject line and half another subject line then comparing the open rates of the two. Most email marketing services such as Constant Contact or Mailchimp will allow you to do a split mailing very easily. Once you have found what phrases, keywords, and styles your list responds to, optimize your email subject lines to reflect them.

Once you’ve done the hard work of attracting potential customers or clients to your website, you have already made progress towards the goal of new business. After capturing your prospects’ attention, your website needs to give them something to do in order to move them closer to being paying customers or clients. A clear call-to-action on your website will allow prospects to self-select and move themselves through the selling process; a call-to-action can take many forms, a common one is a clickable button or link by which the user can request more information on your company, download a white paper or case study, or sign up for your mailing list.

 

If the purpose of your website is purely informational, then a call-to-action can still be useful to add more subscribers to your mailing list (you have a mailing list, right?). A clear and simple call-to-action answers the user’s question of “Ok, I’m here, now what?” and provides a clear path for them to take if they are interested in proceeding further. Along the way, things like registration forms or information forms can help you learn more about your prospects as well as assist you in your future marketing by providing more demographic information about your prospects.


Finally, calls-to-action should stand out visually; this is why so many of them appear as colored buttons - they are just itching to be clicked. Making next steps as obvious as possible via a clear and inviting call-to-action takes little effort on the part of users and makes your website’s usability feel intuitive. Whenever and wherever possible, you should be evaluating opportunities for calls-to-action not only in your website, but also in sales collateral and email list messages.

A visual brand identity is one of your company’s most valuable assets - your brand communicates the trust, authority, and quality that your company represents and that you work hard every day to maintain. Your firm’s website is an extension of your brand and acts as the handshake between you and new customers.

 

When it comes to the appearance of your website, it is imperative to apply a clear and consistent visual identity across all pages for several reasons: it reassures users of the trust and quality that your company represents, it reminds users they are in the right place, and it further solidifies your company’s brand identity in their minds.

 

This can be accomplished by incorporating your logo in the headings on each page within your website, using your brand or logo’s colors as accents throughout the website, and maintaining consistent wording in your copy. When users arrive at your website, they are at one of the last stages of shopping before purchasing from you or enlisting your services; by this point, if you have branded your website, it will already look familiar to them even if it is their first time on the site.

 

How you go about branding your website will largely reflect the overall properties of your brand’s visual identity. Is it elegant and refined, modern and minimal, or possibly homey and rustic? This will help shape what color palettes to use, how your copy reads, and the images that you use on your website. Your website is a destination that customers will reach as part of the sales cycle and you get to define how that place feels to them.

 

Several design and structural elements and aesthetic decisions on your website work together to make the site feel right to your customers. If you have a strong visual identity in place, you will have to do less selling and persuading - customers will realize they are in the right place already.