When it comes to marketing your business online, there’s a tidal wave of information and that wave only grows stronger and bigger every day.

In this day in age it’s just too easy to access information.

You can read a blog, download an eBook, join a discussion in a LinkedIn group, click a bunch of targeted Facebook ads, search for an answer on Google… everyone and their mother has an opinion online and it’s information OVERLOAD!

In fact, I’m honored you’ve taken more than 10 seconds of your time to give me your attention and read this far.

So the big question…

"How do you break through the *ahem* bullsh*t (excuse my language) and bring in new customers to your business?"

Well in simplified terms, you need to create (or hire) a digital salesperson, but I’ll get back to that in a moment…

The Big Problem with Web Design & Marketing Companies Today

I remember when I first started my online marketing business and wanted to see the competitors I was up against.

What did I find? The same exact thing pioneers saw during the Wild West: A vast, unrestricted land of “hungry” cowboys and “savage” Indians.

Let me give you an idea of a hungry cowboy…

I called a local web design company to get a quote for my dad’s chiropractic business.

“That will be $24,000 to get your custom-built website.” The owner told me within the first 15 minutes of our conversation.

“Does that include copywriting? How about SEO?” I asked.

Nope! They wanted to charge MUCH more to add written content and SEO (search engine optimization). On top of that, their SEO services and copywriting were not up to par (yet more expensive) than the market standard.

I can tell you this because I’ve been in the industry for over 15 years now.

So let me get this straight - A local web company wants to charge a local chiropractor $24,000 for a website because it’s custom coded and designed to look cool. On top of that, there’s no content included or any solid strategy for ROI.

Are you freakin’ kidding me?

Now please understand I’m not totally knocking down this web company.

I get there are plenty of businesses that see the value and will pay $24,000 for a highly custom coded, nicely designed website… even without a plan for ROI (excuse me while I hold my laughter in).

But what about the businesses that want to surpass the unnecessary BS and tackle the true problem of getting more customers online?

Well…

The problem is you can find a web designer/developer for $500 to $100,000 (+).

And it doesn't stop there.

You can find the same crazy price patterns between all types of online marketing services, including SEO, lead generation, copywriting, content marketing, display ads, social media ads and then…

There are those cheesy, online marketing companies that promise the world and above for $199 a month. Give me a break!

What ever happened to excellent customer service? Why is it so rare to find a web company that will do what’s right and not charge the average business owner an arm and a leg?

Because the online world is the Wild West. It’s unrestricted, while everyone wants a piece of their own pie.

Although marketing has been around for a while now, online marketing is still at its infancy. It hasn’t been around for centuries, such as other professions (think ancient doctors and lawyers).

There’s less regulation online, not the most “seasoned” competition, and the majority of starving pioneers are still trying to figure out real online marketing.

My solution to you…

Create (or Hire) a 24-Hour a Day Digital Salesperson

I know sales has evolved past the A.B.C. rule, however I can’t resist throwing in a little Glengarry Glen Ross when I talk about it. (Have some brass balls, damnit.)

Back to real talk…

When you create a digital salesperson, you’re setting up a machine that’s prospecting for you 24/7.

“What do you mean by a digital salesperson?”

I mean build a “conversion-ready” website - A website that is optimized for conversions, so that when visitors land on your page, they will call you, send an email right to your inbox, or subscribe to your newsletter.

In other words, a website that is useful.

Got it? Good.

Here’s my 5 steps on how to create a conversion-ready website…

Step 1: Design a Beautiful Website that Backs Your Professional Branding

I know, I know - I just went on a huge rant about web companies that charge for a website that looks cool.

However, let’s face it. If you want to attract new customers, you need a slick, beautiful design for your website.

And if you don’t have professional branding then you need to back up a moment and hire a professional.

If you’re not a web designer, find someone or a company that has a portfolio that knocks your socks off. If you can’t afford a solid web designer, take the time to educate yourself and learn how to build one.

Either way, don’t cheap out on a killer-looking website.

Invest the time or money to build something great, so those consumers can’t help but contact you to find out more.

Oh yeah, make sure your website is mobile-responsive. 2015 is here and people use tablets and smartphones… get with the program.

Step 2: Use Social Proof

Ever buy a book on Amazon or the newest electronic on Best Buy? If so, you probably were inclined to purchase the product with the best and most customer reviews.

Shocker!

Take this big epiphany into account when it comes to your business.

You might think you need a Google My Business account, Yelp listing, Facebook, LinkedIn, and every other social media platform on the planet (there are HUNDREDS by the way).

But… what’s more important is focusing on a select few and having customer reviews/ratings on your directory listings and social media platforms.

If you can get 4, or even 5, out of 5 stars on your FB page based on 10, 20+ customer reviews, you’ll get customers flocking to call you over the competitors without any reviews.

How do you improve ratings? Make your customers aware. Send them an email, tell them in person and let them know you're on their favorite social media.

TAKE CAUTION: Avoid spam review companies and giving incentives to customers to leave reviews. Companies, such a Yelp, have strict policies and will penalize you for leaving fake reviews.

If you truly provide great service or excellent product, customers will be more than happy to take the time to genuinely leave you a rating.

Tips to improve social proof:

Ask for testimonials and throw those suckers up on your website and social media platforms.

Add to your website company logos that you’ve worked with in the past.

Build up likes on your Facebook (Try ads or high-engagement campaigns)

Join discussions on LinkedIn

Increase your followers on any social media platform you prefer

Step 3: Have a Clear Call to Action

I’ve lost count of how many websites I’ve visited and couldn’t find a phone number or email. Don’t be that guy!

First rule of (good) web design: don’t talk about good web design…

Okay on a real note, have a clear call to action!

Make sure your contact info (phone number, email, social media profiles, etc.) is visible to your visitors.

Also, “think” for the reader and give them a reason to call. For example…

“Call now for a free consultation at 555-555-5555” will have a higher response than just, “555-555-5555”.

Every business is unique, so it’s important to understand your call to action goals and what will incentivize visitors to pick up the phone and buy your service or product. I recommend you talk to an online sales consultant or copywriter to figure out your best course of action.

If you really want to get creative, try throwing in an incentive to have visitors subscribe to your email list. This way, if the customer is not ready to buy, you can at least keep a relationship and warm them up for when they are ready to contact you.

Ideas to bring value to your audience and get subscribers:

Create an eBook that’s useful to your target customer

Start a blog that’s chalk full of valuable education or entertainment

Host a free webinar and collect emails

Offer a free consultation or coaching call

Or just ambush people on the streets and make them GIVE you their email (Kidding! Just making sure you’re still reading.)

Step 4: Please the Search Engine “Gods” (Or Else...)

Internet business is a FAST pace game. A couple of years ago you could use “black hat” SEO and old tactics to trick the search engines, such as Google, Yahoo, or Bing. Not anymore… times have changed and how you rank to the top is getting stricter.

Now don’t get me wrong, I still know companies and SEO specialists that are ranked to the top and have gotten away with it… so far.

However, over the past year, Google has cracked down harder than ever to make sure websites and businesses that reach the first page are relevant and helpful to the consumer.

I’ve gone through at least 7 different SEO companies/individuals and have found only ONE that I trust. Talk about a big (yet necessary!) waste of time and money.

That’s because SEO is highly unrestricted and is an incredibly BROAD term.

An SEO company can do the absolute bare minimum to help your company, yet still call themselves SEO experts and charge the same price as a high-quality competitors.

Do your research, ask other business owners, and find someone who will provide quality work.

A few tips to improve your SEO:

Understand the difference of local SEO and organic SEO

Do your research on SEO, I prefer Moz.com

Consult with an online marketing expert… that’s trustworthy

Make sure you have a mobile-responsive website (Google prefers websites that are viewable through smartphones and tablets)

Provide valuable content that visitors will benefit from reading

Keep it updated and relevant – add new events, start a blog, and update visitors to what is going on with your business

Step 5: Become an Authority Figure in Your Industry

“Respect my authoritah!”

You may listen to Cartman, from South Park, when he commands for your attention so confidently. But, there’s a better way to become an authority in your industry…

Provide value upfront.

Let me explain...

What type of person is easier to sell?

A) Someone you know

B) Someone you’ve never met

If you picked A, congratulations! You’re a G.D. genius.

Now imagine what it would be like if your first time visitors landed on your website and built a relationship with you, while you didn’t even know it.

That’s exactly what becoming an authority figure in your industry will do for you.

How can you accomplish this feat? Try some of the following:

Start a blog that’s valuable to your readers and shows off your expertise

Offer free incentives - go back to Step 3

Host local charity events and promote it through your website and social media

Offer live webinars

Build educational courses online or classes in-person

Try coaching or consulting

Write guest posts or LinkedIn posts

Create videos and start a YouTube channel

Put Your Sales Machine to Work

I hope you gained some actionable advice in the vast sea of information overload.

Now all you have to do is create your own digital salesperson and put it to work!

If you have any struggles, feel free to reach out or drop a comment below. I offer free consultations to help business owners just like you.

Share your thoughts below or answer this question…

Do you have any tips to help other business owners in need? Or what is your biggest frustration with getting new customers through the web?

About the Author

David Anderson, founder of Nitroworks, is a die-hard entrepreneur. He figured out how to make money online before 5th grade and has been fascinated with online marketing ever since.

When David isn’t on the daily hustle, he enjoys skiing in Colorado, traveling, golfing, playing guitar, cooking, lifting at the gym and watching college football, especially his alma mater, Florida State University.