Alright, finally time to ask a question and hopefully get some feedback and advice.
I run an online, service based business and am having the most difficult time attracting customers. People are landing on my website with a few paid ads but not progressing any further after hitting the home page. Organic traffic is a steady low number but I’m adding additional content to the site to improve search rankings. But overall I’m looking for marketing strategies, guides, books or anything else to reference as I attempt to improve my marketing efforts and better retain prospective customers (I’m assuming that even though people are clicking on my ads, they’re interested but they’re not in the “ready to buy” column).
What did you all use or are using to improve your marketing efforts?
It sounds like your website does not do a good job at converting. Before you spin up any strategies for paid ads and SEO you need to make sure the pages they land on actually gets them to take action.
Did you build the website yourself? Do you have any good experience in design and User-Experience? If not you might want to hire a professional rather than buying traffic for a website that doesn’t work.
Have you considered something like starting a newsletter or building an email list as part of your strategy?
Since you mention that you run a service based business I’m guessing you have a good idea of what pain points and problems your biz solves for potential customers. A good way to leverage that knowledge is by building a list - using socials and any organic traffic you already have - and then send them valuable content on the regular.
Newsletters and email are a great top of funnel for a service based business since the cost is super low and the barrier of entry is basically non-existent. You can check out resources like Email FYI for content about getting started, but even just a quick search on here or X or Medium will turn up a lot of great ideas for email.
Good luck and happy marketing!