Are you considering a new website for your business? Or maybe you already have one, but don’t feel like you’re getting the most out of it? In our niche, websites typically serve two main purposes: information and sales. We typically share content on our website through informational pages and blog posts or articles with the ultimate goal of CONVERSIONS, which means getting visitors to take specific actions on our sites. But what is conversion rate optimization marketing? And how do we that? Let’s find out!

As a teacherpreneur, the resources you’ve created and the services you offer are exactly what parents and other teachers need to help their students thrive. Your TPT resources, tutoring services, or coaching offers are valuable.

But are your pages capturing leads (subscribers) for future marketing… or letting visitors pass through without sharing contact info?

Are your shop and service pages turning into bookings and product sales… or letting visitors bounce without payment?

If you find yourself hosting crickets on your website, it’s time to implement a conversion rate optimization marketing strategy.

If your visitors aren’t converting to sales or subscribers, then your website isn’t doing its job and you need to find out why. This is where conversion rate optimization marketing comes into play.

Truth bomb: You can have the shiniest website on the internet, but it’s wasting your time, energy, and money if it isn’t leading to conversions and revenue.

What Is Conversion Rate Optimization Marketing?

If you find yourself hosting crickets on your website, it’s time to implement a conversion rate optimization (CRO) marketing strategy. A conversion rate optimization strategy provides a process to follow so every element of your website is designed for leads and conversions.

Conversion = action. What actions do you want users to take? Sign up for your emails? Schedule a consultation? Make a purchase in your online store? THOSE are the conversions you’re going to optimize for.

Here are 5 key steps in your conversion rate optimization marketing strategy. You can find a FREE workbook to go with these tips at the bottom of this post.

Understand Your Audience

The first step of your CRO strategy is to get to know your target audience so you can serve them better. If you’ve read my blog before, then you’ve heard this advice before! But it’s THAT important.

Is your target audience current classroom teachers who need your expertise and TPT products? Are they looking for specific grade levels or subjects? Do they need management resources or décor?

Is your target audience parents and families who are looking for private academic help or tutoring tips to DIY it at home? Are they looking for literacy or math support? Elementary, middle, or high school?

Your website won’t convert if you’re speaking to the wrong audience. You need to know who is looking at your content, their paint points, and their goals/desires.

You can build the most ah-mazing landing pages, funnels, and shops, but if you’re not speaking directly to your audience’s needs, what you’re selling won’t resonate with them and they’ll simply click away (also known as bounce rate).

Genuinely connecting with your audience and offering the exact information/solutions they need is at the heart of getting them to stay on your website long enough to convert (subscribe, contact, or purchase).

You might love creating hands-on science experiment resources, but if most of your audience prefers your math activities and lesson plans, you won’t see many sales for your science materials since those products aren’t what your audience really wants.

If your audience is made up of teachers and parents looking for ways to help their students who are below reading level and you’ve created endless phonics games and centers, you’ve found the perfect sweet spot where your target customer needs your products. Then you know to prioritize creating additional products and services aimed at parents and teachers looking to help their students get up to reading level and beyond.

Developing a deep understanding of your target audience will allow you to design and tailor your offerings as the perfect solution to their specific needs.

You may need to experiment a little bit to find your exact target audience and personal strengths. Then you can niche down and really target your specific sweet spot, which will naturally drive conversions.

With this in mind, maybe you’re wondering, “How in the world do I know who my target customer is?” There are several methods for gathering and analyzing your audience data to determine who they are and what they want.

Gather Audience Data

You can dig into your data to understand your audience on a deeper level. Gathering insights into your target audience may seem too techy, but it’s necessary for your conversion rate optimization strategy and not as difficult as it might seem at first glance.

Let’s break down data options that can help you understand your target audience’s pain points, interests and motivations as part of your product launch strategy.

Learn to develop standard operating procedures and a product launch checklist for your next teacherprenuer, TPT, or tutoring business launch as part of your conversion rate optimization marketing.

Google Analytics (GA)

This free tool provides data on your website visitors – who they are, where they’re coming from, what content resonates with them the most, and other relevant info about their behavior on your site. Analyze metrics like bounce rates, top pages, pages per session, traffic sources, etc. to reveal user needs and interests related to your small business. Keep track of these initial metrics as you optimize your pages to determine if the changes made a positive impact, negative impact, or none at all.

Google Search Console (GSC)

Use Google Search Console to see the exact keyword and phrases your ideal customers are using to find you in their Google searches. This keyword data reveals their vocabulary and prominent questions. Once you have that, you’ll know exactly which products and services to create just for them.

For example, my current Google Search Console dashboard shows visitors are looking for help with brand vision boards and content pillars. While I’ve touched on those topics already, I still have more to share so I can expand on those topics with informational blog posts and related services. I can also further optimize those existing pages to move higher up in search results.

Learn how using Google Analytics for SEO and Google Search Console for keywords can help you make data-driven content decisions.

Online Surveys

In addition to Google data, you can also create your own data points with surveys. Use tools like Google Forms or SurveyMonkey to gather direct feedback from your blog readers, email list, and social media followers. Ask questions about their biggest challenges, content preferences, and purchasing motivations. Then save this info in a spreadsheet (along with the data from GA and GSC) for a more in-depth look at your consumer needs the next time you brainstorm products and services.

I used informal surveys to create the content for my Teacherpreneur Growth Strategies courses and their launch order. This way I knew I was hitting the needs my small business owners needed most and prioritized my time to focus on the most popular requests first.

  • PROVEN SYSTEMS AND ORGANIZATION
  • CONTENT STRATEGY
  • TECH TUTORIALS

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Teacherpreneur Growth Strategies

Learn to increase reach and revenue with this series of mini-courses.

If you’re a teacher or tutor who wants to grow your educational resource store or tutoring business, these mini-courses are for you! The practical tips and examples throughout these marketing courses will leave you ready to take actionable steps that move your business forward. You’ll love this mix of marketing and tech strategies!

“Christi Fultz’s presentation on how to set up a successful homepage was chock full of great information and explained clearly how to increase traffic as well as boost sales. Fantastic!”

JO C.

Social Media Listening

For more informal data collection, monitor the conversations happening organically on platforms like Facebook groups, Instagram, and Twitter. What questions are asked repeatedly? What pain points are shared frequently? These insights will change over time based on the academic calendar and educational trends, so make this a recurring task on your to-do list. As you learn the seasonal rhythm of your customers’ needs for events like back-to-school, SAT/ACT prep, parent/teacher conferences, etc., you’ll be better prepared to time your offers.

Optimize Website Content

Once you know who your audience is and what they need, you must apply that knowledge to your website. This is where you’ll move your website visitors to website consumers.

Navigation and Customer Journeys

Browse your website as a consumer. How easy is it for visitors to discover your best offers? Ideally your best content should be one click away from the homepage for the best conversion.

Simplify your site’s structure, navigation menus, and internal links so each click naturally moves visitors forward in the buyer’s journey. You don’t want to distract visitors with fluff or broken links! Guide them to the info they need quickly and easily.

HotJar is one of my favorite tools for real-time data on how users navigate your site. It anonymously records videos showing your exact customer journey and creates heatmaps for most popular sections of your page. You can also see how far the average visitor scrolls down your homepage, which helps you prioritize important content above the typical stopping point.

Opt-In Opportunities

Getting visitors into your sales funnels (most commonly through email marketing) is a critical step in conversion rate optimization. Creating premium lead magnets like content guides, checklists, or ready-to-use activities encourages subscribers to opt in to receive the free item. Then you follow up with automated emails that drive readers toward buying.

For the best results, optimize the copy (text) on your opt-ins and landing pages to immediately convey the high-value offer readers receive after subscribing. Test different incentives and opt-in placements around your site for maximum visibility because each one offers a different value to your audience. Remember to study your data to determine which performs the best.

I drop opt-in links throughout my blog post, but also have a dedicated opt-in page for my most popular offers. Click here to see an example of an opt-in landing page for my FREE email marketing guide.

I can also drop that same freebie into relevant blog posts like this:

Compelling Call-to-Actions (CTAs)

Most often seen on buttons (but also text links), your call-to-actions are the direct instructions that tell readers exactly what to do.

Your CTAs should be strategically placed throughout your pages for maximum visibility. Carefully test their colors, styles, and placements for highest click-through rates. When writing the copy, use the same or similar language (keywords and phrases from GSC) to really draw your audience in. Visit this post for more CTA tips.

CTAs are tools that provide clear signals and directives to guide visitors toward action. Use these call to action examples as a guide in your conversion rate optimization marketing.

Write Impactful Copy

Sometimes my clients are focused on their website graphics, colors, and photos more than their website copy (words). However, I take a content first approach because your copy is just THAT important! You should thoughtfully consider the text on all your pages first and then design the sections of your website around them.

Your content (headings, paragraphs, pages, and posts) is a crucial part of your SEO (search engine optimization) strategy. Search engines like Google will “read” your page and its structures to learn what your website is about. But you aren’t only writing for robots, you should always keep your target audience in mind to create informative, helpful content.

Both Google and humans will appreciate E-E-A-T. This is where you write content that showcases Experience, Expertise, Authoritativeness, and Trustworthiness.

Persuasive Copywriting

Writing engaging and persuasive content is at the core of keeping your readers engaged and driving conversions. Accomplish this by speaking directly to readers in your copy, using “you” phrases, and highlighting how your products and services will improve their outcomes, save them time, etc.

Keep your audience research in mind as you write copy that instantly resonates with their needs and goals. Persuade visitors to convert by ensuring your copy directly relates to the data you initially collected. What results can they expect from using your products and services? Highlight benefits rather than just features!

Storytelling Copywriting

In addition to persuasive techniques, you can connect with your target audience even further through storytelling and emotional appeal. When you describe a relatable conflict visitors experience, they’re able to put themselves in the story and visualize how your product or service will resolve their issue.

I don’t do a lot of negative marketing that focuses on what happens if visitors don’t buy, but I do use pain point marketing. Using stories and emotions activates your readers’ senses and emotional hot buttons to drive conversions.

Here are some examples from my homepage:

Do you feel invisible online?

Is your website bounce rate alarming?

Do you need help, but have no idea where to start or who to trust?

Are you overwhelmed with graphics, SEO, social media marketing, and technical lingo?

Are you ready to make your mark online, but don’t know where to start?

Nervous about investing more into your project before the sales have started to roll in

Spending your nights and weekends trying to get your website up and running?

Then I offer a resolution. This is expanded with more detail on some sections of my website.

I’ve been there. I was determined to figure it all out on my own the hard way. What a frustrating waste of time!

Most new teacherpreneurs don’t have the time or skills to build a professional website. Stop stressing. Stop Googling. Stop trying to DIY your marketing. I quickly create beautiful, powerful websites for creative entrepreneurs like TeachersPayTeachers sellers, private tutors, coaches, bloggers, and other service-based businesses. Projects typically take 1-2 weeks from start to finish.

Five Types of Blog Posts

In addition to copywriting approaches, there are various types of content you can use to market your small business. Each type will resonate with your audience in a different way, and it may take some trial and error to figure out which type offers the highest conversion rates. As you evaluate data, make a note of which types converted the best and keep that in mind when creating new content or refreshing existing content.

To take advantage the SEO benefits a blog provides, you need a post strategy. This post covers five key types of blog posts and why they work as part of your conversion rate optimization marketing.

Content Marketing Strategies

As you expand your content, remember to think beyond your website too. Here are 6 marketing channels that are perfect for teacherpreneurs!

Content marketing strategies are essential for businesses to effectively engage their audience, generate leads, and drive conversions.

Build Trust for Maximum Conversions

Even with highly compelling copy and an excellent user experience, some visitors may still hesitate to convert without additional reassurance about your credibility and value. This part of your CRO is known as showcasing trust signals and social proof.

Reviews and Testimonials

Customer testimonials and success stories are powerful trust-builders to use throughout your website. Feature quotes from happy customers who have achieved amazing results after purchasing your products or services. Share photos and videos that show your products in the classroom (check for permission first!). Encourage users to share/tag on social media so the reviews come directly from the source.

You can share the benefits of your products and services, but the emotional connection is stronger when readers can picture themselves in a review. Look for reviews that share specific problems/solutions.

For example, share a review from a parent who raves about how their child, who was more than a year below grade level in reading, is now above grade level after just X amount of time using your services.

Or share a review from a teacher who struggled to engage her class in learning about fractions, but now her class is excited and locked-in on learning about them with your fraction bundle. Ideally this review would include a very specific activity that was their favorite.

Examples like these highlight both the pain point and the solution that your products and services provide. Learn more about using customer reviews in your business here.

Learn how to grow your business with customer reviews using these tips for collecting and displaying testimonials.

Authority and Expertise

In addition to reviews, look for other ways to share authority and expertise.

Prominently displaying credentials, accreditations, “As Seen On/In” logos, and professional memberships instantly validate your authority in our teacherpreneur niche. These visual markers signal you’re a trustworthy expert and improve conversions.

If you don’t have trust signals to share (yet!), consider presenting at conferences or collaborating with other respected teacherpreneurs. Interview them as expert guests, ask to appear on their podcast, or even see if they’ll provide a testimonial after using your product. This not only lends credibility to your business, but also utilizes cross-marketing to increase your reach.

Security

For an added trust boost to your site, incorporate trust badges and security assurances around your purchase and opt-in points. Seeing the recognizable icons for secure payment platforms, easy-to-understand terms, and online privacy certifications can ease any lingering conversion anxieties.

Track and Analyze Performance

Just like we started with data, we’ll end with it too. After you’ve spent time on your conversion rate optimization marketing strategies, it’s time to see if they’re performing. You’ll need real data on user experience, so wait until many visitors have seen the changes.

Based on your daily site traffic, it will typically be at least one month before you’ll see differences in your metrics. Explore visits, page views, bounce rates, time on site, heatmaps, and other metrics that measure content engagement levels.

Pay special attention to bounce rates and duration to determine if visitors are reading and exploring your site or if they’re just doing a click-by. If you come across a page with high bounce rates and low duration, mark it for further review and recheck for CRO. Is it easy to find? Is the copy impactful? Is it on brand? Does it meet a need or pain point of your audience?  

If you’ve adjusted and the page still underperforms, don’t be afraid to remove or deindex it. It’s important to always strive to maintain an overall high site quality. The best way to do so is by continually making data-based adjustments and setting aside time to study your data.

Learn how to use data-backed decisions to make content that will move the needle forward in your teacherpreneur or tutoring business.

Maximize Your Conversion Rate Optimization Marketing

There are many different elements to your website. Visit my Website Anatomy Series with optimization tips for each section of your website. Remember: don’t try to tackle them all at once when making changes! Slowly work through the elements and take your time to optimize each one carefully based on data of what’s working. With time, you’ll have your entire website designed for maximum conversion rates.

teacher website design tips for tpt sellers and tutors

If you need help understanding your data or brainstorming solutions, I offer Strategy Sessions to help you refine your conversion rate optimization marketing strategy and figure out your next steps moving forward to turn your website into a conversion machine!

teacher business coach strategy sessions for TPT sellers

Free Conversion Rate Optimization Marketing Strategy Workbook

Download this free workbook to help you optimize your website for conversions!

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