Get More Online Orders: Make Sure Your Website Has These 11 Things

[ {Introduction}

good morning or good afternoon if you're joining us from the east coast really excited about the webinar that we have for you today we'll be waiting for just another minute or so to allow other attendees to join us and we'll be right back with you thank you once again for taking the time out of your day to join us for yet another webinar here in our series of learning webinars today we're going to be covering how to get more online orders and making sure that your website has these 11 things in order to improve your overall conversion and increase your revenue in our agenda for today we will be covering the pages your website website must have in order to draw more traffic everything you need to include on your web pages how to quickly get a pre-optimized website off the ground my name is eduardo silva i'm really excited to be your host for today thank you once again uh for allowing me this opportunity i have 18 years of marketing and sales experience and i'm very very excited to be part of this industry have been in many ways part of the industry since a very very early age however really excited to be able to provide a lot of the professional coaching and insights that we have acquired along the way who are we we are foot traffic we are a dispensary advertising agency with over five years website search engine optimization and pay-per-click advertising within our industry we cover all of north america for all of our clients and at any given point we may be working with 400 plus dispensary brick and mortars as well as delivery services so let's get ready for a webinar today real quickly we will be covering a lot of content uh in today's webinar as we always do try to cram in as much as possible make this a really good use of your 30 minutes and in order to do so please take those phones and flip them upside down on your desk and or silence them for this brief 27 minutes that we have together here in order to acquire as much information as you possibly can and make this a fruitful use of your time and do uh stick around with us we do have a special offer for those attendees that we'll be sharing at the end of the webinar so let's get underway so your website is a digital face of your brand it is

{Value of a Website}

always available to potential customers and serves as a crucial touch point in that customer journey and if you want to increase your online sales it's important to make sure that your website is set up to assist you in those efforts otherwise you will be making your job harder because foot traffic started as a dispensary search engine optimization agency we supported our clients and created exceptional websites for years and have learned a lot along the way ultimately it doesn't make sense to create a killer seo strategy that drives traffic to your website and then only lose the sale at the end because your site is hard to navigate or unclear or even worse unattractive so much of our lives is spent online so it makes sense to invest in a website that makes your customers find it pleasing easy to use as well as helpful while this can sound like a lot to accomplish i promise that it is not and in fact i have an easy way for you to get set up fast with new or improved websites which i will share at the end of this webinar it's pretty easy nowadays to slap a site together and get something live fairly quickly and some dispensary owners who think their product will sell themselves have gone as well and after sales have lagged however they realize that their website is more important than they initially thought while we are all used to buying things online it's crucial to create an experience that establishes trust and that enhances shopping by making it simple as well as intuitive especially if you're looking to reach a larger audience and sell more let's kick off our 11 things your website needs to get more sales with online orders

{Right Pages}

so if you want to reduce objections and simplify the purchasing process for website visitors you need to have the right pages your website should not just be your home page in your menu there are two reasons for this one it's not good for search engine optimization which you will want to invest into to get more people to your website and two it's not good for customers people may have questions about cannabis or about your delivery services you need to have pages on your site that help answer those questions in addition to your home page and menu you should consider having a location page that highlights the amenities of your dispensary provides an easy to access google directions link and that features a call to action for your online menu an faq page helps you quickly answer common questions that you or your butt tenders get this can be a great place for medical dispensaries to share how to get a medical card or for delivery services to detail how the process works a deals page can help you capture traffic from individuals looking for a bargain on their next purchase you can tie this in with the loyalty program to enhance your marketing efforts as well brand pages highlight the different companies whose products you carry and can help you get traffic from those people looking to specifically purchase from those brands a blog is a great way to continuously add information and pages to your website and to capture more traffic from a variety of cannabis keywords if your dispensary hosts events you will want to have an event page that highlights everything that is coming up if you're located in an area where the market is small you may want to appeal to the surrounding areas by creating an area serve pages that use the names of those surrounding towns as part of your keywords all of these pages can help boost your online presence and provide your customers with valuable information so that they feel comfortable in purchasing from your website needs to share what makes

{Value Proposition}

your brand special what sets you apart do you offer organic products affordable pricing or concierge service your value proposition should be worked into your about section or page and it should vibe well with your overall branding and voice for example if you're offering high-end products and aiming for a luxury fuel your website needs to reflect that in both your copy as well as in the design your value proposition will help you bring a connection with your target audience but it is also important that if it isn't clear they may just go to a competition showcase your mission and identify what it is that sets you apart to create a relationship with potential customers and keep drawing them back to your website i just mentioned branding and i'm going to expand on that

{Branding}

your website can help you build a brand awareness and even if someone don't actually buy from you after visiting your website for the first time if you create an impression you can stay top of mind and they will come back when they're ready for this to happen though you need to be memorable your branding needs to be sticky which means you want to be resonating with your target audience so that when they do think about cannabis they think about your brand your logo should be featured prominently in the website above the fold it should be on each of your pages and should be incorporated into your menu you're not just selling cannabis you're providing an experience and you want to have those positive feelings associated with your brand you should consistently use the same branding and it should be the same across all of your digital advertising channels including your google my business profile and your mobile display ads this helps establish trust and showcases your reliability as well let's fast forward to call to

{Calls-to-Action}

actions call to actions are crucial for increasing your overall conversion your website will likely have a few different ctas on your home page you should have prominent cta so that people don't even have to scroll to found them this should include an order now button and the ability to contact you you may also want to put a button that allows visitors to easily get directions to your storefront your ctas should be clear no one should question what you want them to do when they go to your website think of order now sign me up yes i want deals other types of ctas you can feature include email or text opt-ins and your loyalty program sign up

{Tracking}

your website is more than just what's visible to the eye if you want to be designing a robust website that's helping you get more sales then you need to institute tracking at the very least you should have google analytics installed on your site so you can know who is visiting your website what they are doing and how long they're staying google analytics is a tool to help you understand the number of people who visit your website it's a standalone platform offered for free of charge by google while it doesn't identify the visitors by name or other personal identifiers it does tell you important pieces of data such as where users are located what device types they are using what their traffic patterns are in terms of page views how long they spend on each of your pages and finally what times a day your website receives the most traffic you should also enable google e-commerce tracking in tag manager so you can get accurate data recording online transactions this is crucial for revenue attribution and understanding how much revenue is coming from your organic traffic when you have revenue attribution set up you can see whether website changes affect your revenue and address them as needed you can also run a b testing on the effectiveness of particular pages and call to actions and continuously improve your website to get more sales your website should feature a logical site hierarchy this helps make it user friendly and can keep people on your website for longer your site hierarchy should detail which pages will lead to other pages at the top you will have

{Logical Site Hierarchy}

your home page that should link to your pillar pages like your menu your location page your blog or knowledge base your about page deals page and an faq then those pages will have their own network of links in addition to making your website easier to use this also makes it easier for your google to crawl and index your site which can actually help boost your overall seo rankings make sure your url structure and hierarchy makes sense when you create your website or add pages to your website it's important to think about the urls for each page and how they will fit together each of your urls should have the page's keyword in it and should make it clear what kind of content someone is going to find for example your location page that lists your different dispensaries may have the url yourdispensary.com forward slash dispensaries then each of your dispensary location would have their city name in the url so if you have a santa clara dispensary your url might be yourdispensary.com forward slash dispensaries forward slash ca for california forward slash santa clara the same goes for any other city san jose san francisco michigan right state and then specific city like ann arbor looking at the url you pretty much know what you're going to get this is important because it highlights how relevant your page is and makes it easier for your searches to understand what may be on that page you will notice that the san jose example still had dispensaries in the url that's because the locations page would be a parent page for each individual location basically all of your locations should branch off from that specific page that's your site hierarchy a logical and user-friendly site hierarchy makes it easier for google to crawl and index your website so that it can feature it in search results it also makes it easier for customers to navigate your website which is really really important in the end of the day if people go to your website get frustrated and leave google sees that and will knock your rankings down this is called bounce rate and ideally you want this to be as low as possible because it means that people are just going to one page on your site and then leaving without taking any action it's an indication that there's something wrong it could be that your site isn't user-friendly or that it doesn't have the right information in the right places to help visitors convert into customers you want your site to make sense so that people can easily place an order what's the best way for people to reach

{Contact Info}

you and have you made this clear on your website too often dispensaries have their contact information hidden on the about page or in the footer of their home page customer service is such a crucial part of running a successful dispensary if you want to get new customers to order from you or visit your storefront then you need to make it easy for them to contact you there are a few ways you can do this i've mentioned a location page before this is especially important for multi-store dispensaries customers will expect to easily get your contact information from your location page make sure that your address your phone number are all above the fold and easy to see if you are a one store dispensary you can have this information prominently displayed on your home page you can also offer live chat on your website so people can get important answers to their questions and have a call now button that instantly calls your dispensary a contact page can also be helpful for getting messages from potential customers however you need to make sure someone is assigned the task of receiving and answering those messages i've touched a little on seo but it really is such an

{SEO Basics}

important factor of a successful website you can have the most beautifully designed website in the world with amazing products and great deals but it wouldn't matter if nobody can find your website seo makes your website findable by showing searchers on google what's on them then when people enter specific keywords in the search bar your website will show up as a result when it's relevant each of your web pages should be optimized around particular keywords they should have appropriate headings title tags alt text and meta descriptions and the url slot that use the keyword or that are relevant and related to it of course if you want to rank for a particular keyword the content on your website needs to be relevant to that keyword you can't gain google or potential customers with keyword stuffing you need to generate original content that includes your keyword and that offers value to your website visitors this is just one part of seo there are a lot of important components to search engine optimization which i've covered in previous webinars so you can check those actually via our website uh on and we'll put the link here on the chat for everybody so it's going to be foot traffic dot me forward slash webinars i just touched on the content as part of

{Quality Content}

seo but it's also just part of a good website quality content shows that you know what you're talking about and it provides an opportunity to engage with your potential customers this includes the copywriting on your pages as well as any educational content that you want to provide on a blog or a knowledge base cannabis is slowly becoming legalized across the entire country and people have questions there are a lot of first-time cannabis users out there and they want to get information from reliable sources if you have the capability to put this information together you can establish trust with these customers and build a loyalty so that they come back to you time and time again the same content can also be used in other marketing efforts like your email

{Secure Hosting}

newsletter next up secure hosting have you ever gone to a website and received an error that it wasn't safe or noticed that the lock icon in your browser's address bar was unlocked it's actually unsettling of a feeling now imagine that someone wants to buy some cannabis and they go to a dispensary website and get that error or see the unlocked icon they will probably not be placing an order especially if they have to provide potential personal information to complete the order process you want to make your website visitors feel safe ordering from you that starts with secure hosting ideally your site should run on https and have an up-to-date ssl or tsl certificate this is something that your developers should be able to do for you but if you do have any questions feel free to reach out to us we can solve that for you fairly quickly the last thing you want is a little pop-up from google mozilla or safari telling your potential customers that your site isn't secure and that they shouldn't trust you in addition to helping put customers at ease these security measures also put google at ease they want to recommend safe websites after all google ding sites that aren't secure so if you don't have this setup you will drop in your overall rankings and see fewer website visitors last but certainly not least it's important that your website provides a positive user experience also known as the ux there are a few different ways to do this and they all tie in with good seo practices so you can actually improve your website as well as your google rankings at the same time first you need to be sure that your website looks good on mobile more people are using mobile to search for dispensaries near them and place an order from their online many you need to make sure that your web design translate well onto a variety of devices there are two ways to do this you can either have your developer build out a different site or you can use a website theme like the ones we offer that already have mobile responsiveness built into it google has prioritized mobile responsiveness as one of the ranking factors so this will help rate higher in your search results as well page speeds is another important factor for positive ux most people will leave your website if it takes longer than three seconds to load remember google just wants to make searchers happy that's what they're here for if it sees people keep leaving your website and that it takes fewer or forever to load they're not going to keep recommending your site as search results and your ranking is going to drop google page speed insights can help you see whether you need to improve your overall page speeds and if your site is taking too long to load you can enable image compression optimize your code to remove unnecessary elements and reduce redirects among many other things and once again do feel free to reach out to us we'll put the link here so you can schedule a call if you want to just either ask us questions and or kick start the process i know this is a lot of information and to be honest

{Website Themes}

it's just scratching the surface because it can be a lot to take on board and even more to eventually create a website that fits the bill we have developed special wordpress themes that we customize for every single one of our clients after helping fix hundreds upon hundreds of websites through the last five years we felt it would be really useful to just have an out-of-the-box solution that incorporates all of the important factors we discuss here but also that your dispensary can make the most of your customers online journey we have three themes that are pre-optimized so that you can start drawing traffic to your website fast our themes include space for everything i've mentioned today we offer copywriting blog writing and wordpress maintenance services as well as so you can actually be sure that your site features our fresh content and it is also secure our website see themes work seamlessly with our digital advertising services we can quickly get your seo up and running or create your display or google ads to increase your traffic the best part it's all done for you so we can just get the information directly from you files we need so that we can reduce your overall workload and get your exceptional website fast so we mentioned a limited deal for those attending the webinar today and so if you're looking to do a new website or update your existing website and do a relaunch um we're here to help we have years as i mentioned have experience creating beautiful cannabis dispensary websites and delivery websites to get sales that is our core function make a beautiful fast and high conversion we can even run points with your website migration if you have a current site as well and to help you get started with a new website we're running a special for today's attendees only so let's hook you up with a quality website and geared towards conversion of visitors sign up with us for your new website this month and we'll get you 420 off your price of your website package you can have a new website completed in less than 30 days and a price that is hard to beat our basic packs includes a home page with an about section one location page seo perimeters for your home page location deals events blogs faq menu and contact pages and more plus we can always include additional pages for multi-store operators or help you build out your knowledge base as well we will customize your site so that it features your brand and voice and truly speaks to your ideal customer no need to hire a developer copywriter or seo specialist we have the entire team dedicated to creating support the entire customer journey so that you have less work to manage so let's transition to questions now thank you so much for your patience up to this point here what questions can i answer for you today and please do feel free to use either the chat function or the q a function on the webinar here all right first question here i already have a site can you work with my current developer to improve it that is uh softball yes absolutely we can help you build out the site of your choosing so that it's he has all of the elements that we spoke about here right um and so it shouldn't be a challenge in any way shape or form is something we do quite often as a matter of fact um you know and if the goal is to get more visitors and increase your overall conversion that's what we're here to do happy to work with your in-house developer as a matter of fact that's always a big help to have some internal resources that can help navigate creative help navigate some of the coding and all of that information to make the process even faster great question another question popping up here how long does it take to get your website up and running great question we can actually get a brand new website with all of those elements we mentioned in under 30 days okay so depending on the scope of work um it may be a little bit longer but our normal timelines here is 30 days or less we'll just get you going so another question here you have some site speeds that is slower and need to be uh optimized with some javascript and make it faster how can we do that great question i would suggest let's get a call schedule we can get one of our web developers on the line and um do some further investigation to make sure that we're making the right recommendation for you oftentimes uh it has to do with a lot of content that perhaps was left behind and or um also depending on the configuration of some of the elements there it may just be dragging down such as some of the coding so happy to take that on and answer those questions offline once again i want to be true to time and respectful for all of those of you attending with us live here thank you once again we really appreciate you please do reach out to us let's schedule a call offline happy to take those um those further questions have a wonderful day ]