Cracking the Marketing Nut – Part 2

It’s the last day of May, and my business has been up and running for about a month. So far, I have some promising statistics to share.

Leads from networking and referrals = 10
Projects in progress = 3
Invoices sent = 1
Unique web visitors = 123
Bounce rate = 32%
Average visit time = 5.03 minutes
Contacts from website = 1
Projects in progress = 1
Invoices sent = 0

For many copywriters, this would be very good news — in my first month, I’ve landed four projects and invoiced one!

And I’m certainly happy and grateful. It’s a very solid start to my writer’s life.

But I’m also frustrated. My website isn’t converting visitors to leads.

My site stats are fairly solid. My bounce rate is very low, time on the site is good, the average visitor is viewing at least four pages, and feedback from former colleagues is positive.

But, only six people reached me through the site. Three were spammers, two were friends or family, and only one was a genuine prospect.

Everyone told me that networking is the best way to find opportunities, and my statistics bear that out. So, I’m going to continue my networking efforts.

But, there are many companies outside my network I’d like to work with. For those companies, my site is an essential lead cultivation tool. It’s also my most time- and resource-intensive marketing effort. So far, I’m disappointed by the return on investment.

I’m sketching out a plan to use my site to capture more leads. For me, I have to get site improvements done before I kick off my email marketing campaign. I don’t want to direct cold leads to a site that’s not going to capture their information.

I’ve already noticed a few things to change.

  • I’m going to narrow my niche. 80% of my background is in enterprise data storage and software — and it’s hard to tell that from my home page.
  • I need to improve the readability stats of all my pages.
  • I’m going to add a few additional projects to my Portfolio page.
  • I’m going to strengthen my headlines.
  • I’m adding a call-to-action on each page.
  • I’m adding a blog subscription widget.

But, I need your insight. This forum connects me to some of the strongest marketers and writers out there. What do you think I should do? Where do you think I should spend my time?

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Published: May 31, 2012

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