How to Optimize Your Website For More In-Person Customers
Thanks to services like Shopify and Squarespace, the barrier for entry into the world of ecommerce has never been lower. There’s no need to spend months learning web design (or splash out on a web designer) — a web page can now be constructed with just a few clicks of your mouse. And thanks to the advent of worldwide wholesalers like AliExpress negating the need for any physical inventory, setting up shop in cyberspace has never been cheaper, either.
There are plenty of ways to boost traffic to your online store, but if you’re lucky enough to also own a physical premises for your business, boosting footfall should be an even higher priority. For maximum success, your website needs to complement your shop — not compete with it. Below, we'll explore a variety of synergistic tactics that can be implemented on your website to boost the number of customers visiting your store in person.
Enhance your local SEO
SEO, or Search Engine Optimization, is the practice of optimizing your website to improve its visibility and ranking on search engine results pages. Local SEO focuses specifically on optimizing your online presence to attract customers in your geographical area.
With the rise of online shopping, local SEO has become increasingly important for businesses with physical premises. By implementing a local SEO strategy yourself (or hiring a digital marketing agency such as Seeker to do it for you), you can increase your chances of driving footfall to your store and connecting with potential customers nearby.
Here are some effective local SEO tips to enhance your online presence and attract local customers:
Provide clear and up-to-date business information
It might seem rather obvious, but if you want people to visit your shop, they’ll need to know where it is. It’s within your interests to make your store as easy-to-find as possible and sending would-be customers on a wild goose chase is the perfect way to scupper your business.
Here are some tips to keep in mind when it comes to your business info:
Showcase the in-person experience
One of the biggest advantages of ecommerce is convenience: customers can browse and buy products from the comfort of their sofa, bed, or even their toilet (gross, but true). Shopping online often means cheaper prices, and an incomprehensibly large amount of choices, so if you’re expecting anyone to visit your store in-person, you’ll need to make it worth their while.
Here are a few ways you can promote the in-person shopping experience:
By optimizing your website to attract more in-person customers, you're investing in the growth and success of your entire business. With these strategies in place, you'll be well-positioned to thrive in the evolving landscape of retail and captivate customers both online and offline. For more on the world of ecommerce, check out our guide to choosing a CRM system, or our rundown of the best ecommerce marketing strategies.
There are plenty of ways to boost traffic to your online store, but if you’re lucky enough to also own a physical premises for your business, boosting footfall should be an even higher priority. For maximum success, your website needs to complement your shop — not compete with it. Below, we'll explore a variety of synergistic tactics that can be implemented on your website to boost the number of customers visiting your store in person.
Enhance your local SEO
SEO, or Search Engine Optimization, is the practice of optimizing your website to improve its visibility and ranking on search engine results pages. Local SEO focuses specifically on optimizing your online presence to attract customers in your geographical area.
With the rise of online shopping, local SEO has become increasingly important for businesses with physical premises. By implementing a local SEO strategy yourself (or hiring a digital marketing agency such as Seeker to do it for you), you can increase your chances of driving footfall to your store and connecting with potential customers nearby.
Here are some effective local SEO tips to enhance your online presence and attract local customers:
- Optimize meta tags, titles, and descriptions with location-specific keywords.
- Consistently display your business name, address, and phone number on your website.
- Create a Google My Business listing and regularly update it with accurate information.
- Encourage customers to leave reviews and respond to them promptly.
- Include location-based content on your website, such as local events or community involvement.
- Get listed in local directories and industry-specific directories.
- Utilize schema markup to provide search engines with detailed information about your business location.
- Leverage social media platforms to engage with local audiences and share location-specific updates and offers.
Provide clear and up-to-date business information
It might seem rather obvious, but if you want people to visit your shop, they’ll need to know where it is. It’s within your interests to make your store as easy-to-find as possible and sending would-be customers on a wild goose chase is the perfect way to scupper your business.
Here are some tips to keep in mind when it comes to your business info:
- Include a dedicated "Contact" page on your website with accurate and up-to-date information.
- Clearly display your business address, phone number, email, and business hours on the header or footer of your homepage.
- If you have multiple locations, consider publishing individual pages for each with specific details.
- Use the Google Maps API to embed an interactive ‘store locator’ map on your website.
- Regularly review and update your business information to avoid any confusion or frustration for customers.
- Make it easy for customers to contact you by providing multiple contact options, such as phone, email, and social media.
Showcase the in-person experience
One of the biggest advantages of ecommerce is convenience: customers can browse and buy products from the comfort of their sofa, bed, or even their toilet (gross, but true). Shopping online often means cheaper prices, and an incomprehensibly large amount of choices, so if you’re expecting anyone to visit your store in-person, you’ll need to make it worth their while.
Here are a few ways you can promote the in-person shopping experience:
- Advertise in-store discounts or promotions that are unavailable to redeem online, giving customers an incentive to experience your products firsthand.
- Use your website to spread the news about in-store events, workshops, or product demonstrations to create a sense of community and excitement around visiting your store.
- Stock exclusive or limited edition products that can only be found in-store and tease these on your website, creating a sense of exclusivity and urgency for customers to visit.
- Shoot video content inside your store and feature it on your social channels and website. Take a look at Banquet Records’ TikTok account for a great example of how to reflect your brand’s personality and the atmosphere of your store through video.
- Encourage your in-store customers to create content of their own and tag your business. By proudly displaying these pictures on your website, you’ll create a buzz around your business, encouraging curious customers to pay your store a visit.
By optimizing your website to attract more in-person customers, you're investing in the growth and success of your entire business. With these strategies in place, you'll be well-positioned to thrive in the evolving landscape of retail and captivate customers both online and offline. For more on the world of ecommerce, check out our guide to choosing a CRM system, or our rundown of the best ecommerce marketing strategies.