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# How To Increase Your Profits With Conversion Funnels
 March 3, 2022
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*If your website isn’t delivering the results you want, conversion funnels could be the secret ingredient you need.*
Not enough newsletter sign ups. Not enough leads. Not enough sales.
These are common issues for businesses, and they can be big ones if they’re not solved right away. The good news is that conversion funnels can help you fix these problems in a way that’s profitable for you, and enjoyable for your customers.
## What is a conversion funnel?
A conversion funnel facilitates a customer’s journey towards converting. Converting in this case can mean anything you want potential customers to accomplish — also called a desired action. It could be completing a sale, signing up for your newsletter, or filling out a contact form.
Whatever you choose to count as a conversion, it just has to be something a customer can reasonably do on your website, and it has to be something you can measure. Most commonly, conversions = sales.
Now, every conversion funnel has four stages (which we’ll get into in a second). And each stage along the funnel gets paying customers closer to converting. This keeps customers moving in the right direction and optimizes their journey toward success (i.e. making a purchase).
**Here’s an example:**
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## What are the four stages of a conversion funnel?
The stronger your funnel is, the stronger your conversion rates. So if you want to optimize the customer journey, the key lies in each stage of your conversion funnel.
### #1: Awareness
Customers won’t buy your product or services if they don’t know who you are. That’s why the first stage at the top of the funnel is creating awareness. For most businesses, this specifically means online awareness. Here are some common strategies businesses use to get in front of target audiences and increase the number of visitors:
* Social media
* Search engine optimization (SEO)
* Pay-per-click ads (PPC)
* Influencer marketing campaigns
* Content marketing campaigns
**Pro Tip**
 If you aren’t sure where to get started, the best place to check is your analytics dashboards. Open up Instagram, , and any other platform you’re on and keep an eye on traffic. Then find out how much organic search traffic you’re getting, and figure out where it’s coming from. This exposes weak spots, improves funnel visualization, and identifies ways you can strengthen your strategy.
### #2: Interest
Now that you’ve captured your customer’s attention, it’s important that you hold on to it. The best way to accomplish this is through content.
Ever notice how at the end of a reading an article, websites recommend additional resources? That’s a way to entice customers further inside the funnel. It keeps readers engaged, it provides value, and it has the power to create desire.
**Pro Tip** Cluster your content around major topics relevant to your brand, industry, or product. For example, if you own a boutique yoga studio, your content should cluster around fitness, health, and wellness. When you provide interesting, relevant, and valuable content for free, it leaves your customers wondering what else you have to offer if they make a purchase.
### #3: Desire
Desire is the third stage along your conversion funnel — and it’s where customers move from being vaguely interested in your product to actually wanting to put it in their shopping cart. It’s an exciting step because this is where you get to highlight the features and benefits of your product. In other words, you get to show off a little.
Features are characteristics about your product. So if you sell pencils, a feature is that they all have rubber erasers. Benefits are how those features benefit customers. Quickly correcting writing mistakes is the benefit of having a rubber eraser.
By showing customers what they get in return for purchasing your product, you create a sense of desire. And if that desire is strong enough, they’ll move on to the last state of your conversion funnel.
 Curate high-quality copy for your products structured around “features vs. benefits.” You can use this method across product pages, landing pages, and anywhere else on your website that talks about your offerings.
### #4: Action
Alright, we’re here! We’re at the bottom of the funnel and it’s arguably the most important. This is where you convince your customers to take action and make a purchase (or sign up for your newsletter, or whatever action you’ve chosen).
This stage usually comes down to a call-to-action (CTA) and a link that helps customers complete that action. Here are some common examples:
* Start Now
* Learn More
* Sign Up
* Buy Now
* Contact Us
The punchier and more interesting your CTA is, the more likely you are to earn a conversion. There are a few ways to optimize your conversion funnel and find out which CTAs work best for your website:
* A/B testing
* Heat mapping
* User testing
 Don’t be afraid to play around with your text, website layout, and funnel to get this just right. You want to give customers a direct path to the finish line, and you want it to be as enticing as humanly possible — and that’s how you exceed sales goals.
## Final thoughts on conversion funnels
Conversion funnels are an effective way for businesses to increase sales. If your website isn’t earning enough traffic, if your newsletter doesn’t have enough sign-ups, or if you aren’t hitting your sales targets, this could be the solution you need. Here’s a recap of how to build an effective conversion funnel to double your profits:
1. Build awareness with SEO, PPC, and other popular digital marketing techniques
2. Pique interest with high-quality and relevant website content
3. Create desire by demonstrating your product’s value (features vs. benefits)
4. Inspire action with compelling CTAs
Explore similar topics and check out our . It’s packed with expert tips, helpful guides, and other valuable resources. Plus, we update it all the time with new material so remember to bookmark it and check back for more info
Ready to grow your sales with a next-level conversion funnel?  We’re ready to help get your business where you want it to be.
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# Everything You Need To Know About The Latest Google Algorithm Updates 2022
 February 23, 2022
*A look at Google’s algorithm and why your web traffic is all over the place right now.*
When you notice lots of wild ups and downs in traffic, it’s likely you’re caught in the middle of a Google algorithm update and your website isn’t taking it well.
After all, the algorithm is what determines where you show up in the search results, and therefore, how much organic traffic you get. So let’s talk about what the Google algorithm is, what it means for businesses, and ways to counteract penalties.
## What is a Google algorithm update?
As you know, Google is a search engine. And its algorithm is what powers it — it’s like the man behind the curtain. It’s also like a vacuum that sucks up a bunch of data, analyzes it, then uses that data to rank websites.
***The algorithm’s primary goal is to make sure that whatever lands at the top of each search results page is the most valuable to the searcher.***
And the algorithm constantly updates (thousands of times a year, usually without warning) to deliver the best experience. Yet not every update matters to businesses — a lot of them aren’t even noticeable. But every now and then, Google releases an algorithm update that sends out a shockwave.
## 
## Why is it so important?
We rarely know the exact date and time when Google is going to release an update. So sometimes business owners wake up to find out their website has been penalized. Or maybe a competitor took over their coveted snippet spot.
In other words, algorithm updates have the power to make or break you. So it’s important to pay attention to them and adjust accordingly. Otherwise, you risk losing your spot in the search results (which can be REALLY tough to undo).
So here are the top three Google algorithm updates to know about if you want better search performance in 2022.
## Multitask Unified Model (MUM)
***Initial Roll Out: June 2021 (ongoing)***
Google’s Multitask Unified Model was released in a June 2021 algorithm update. It’s a special kind of technology that helps Google understand complex search queries. The reason it’s ongoing is that MUM learns and matures over time. So a year from now, MUM will be more powerful than it is today. Google teases that MUM is learning how to do things like:
* Answer long-form and complex questions
* Use text and images in multiple languages to provide nuanced search results
* Refine and broaden search feed features
So while MUM isn’t something you can exactly prepare for, it’s certainly something to have on your radar. Google says one of its goals is to let searchers take a photo of a pair of boots and ask if they’re good for hiking in Mt. Fuji. Another way to put this is, the future of search is changing.
### Google Algorithm pro tip
Work with a team of experts to make sure your website is as helpful as it possibly can be for your audience. Think content, photos, FAQs, internal links, the whole package. Because the easier it is for people to find information on your website, the easier it will be for your website to earn qualified traffic.
## 2021 Core Updates
***Initial Roll Out: June, July, November (ongoing)***
The 2021 Core Updates (that are likely to continue into 2022) focus on content quality control. They’re ongoing and almost always unexpected. So the best thing you can do here is to remember E-A-T:
* Expertise
* Authority
* Trustworthiness
According to Google, this acronym is the most important criterion that determines page quality. In other words, it’s what helps you in the search results. The better your content is, the better off your search results performance will be.
***Bad content = Way less website traffic***
So if you published a bunch of poor-quality content on your website, you probably noticed a dip in traffic and rankings.
### Algorithm pro tip
The best way to improve your rank on Google and attract more traffic is to beef up your content. This means finding out what your audience needs and then giving it to them. For example, if you own a local bakery, your website could post quality content about recipes.
## Page Experience and Core Web Vitals
***Initial Roll Out: June 2021***
Google started rolling out Page Experience (and Core Web Vitals) toward the middle of last year. This update checks for things about your website that make it easier or harder for searchers to use like:
* Mobile usability
* Safe and secure browsing
* Secure transfer protocol (HTTPS)
* Intrusive ad experiences
* Core Web Vitals (fast loading times, responsiveness, and Cumulative Layout Shift)
Now, this is a lot of fancy jargon that boils down to this:
***If your website isn’t mobile-friendly, fast, secure, and easy to use, your website gets penalized.***
So if your website had serious technical issues (like it only worked on desktop), you almost certainly experienced a horrifying drop in traffic and rankings.
**Algorithm pro tip**
Google keeps hinting that there are more updates to Page Experience and Core Web Vitals coming. Keep your eyes peeled or work with a team of pros to make sure your website isn’t impacted.
## Final thoughts on Google algorithm updates in 2022
The world of search algorithms is like a rabbit hole. The deeper you go, the more algorithm questions you have. But luckily, it’s relatively simple to make sure your website is up for any update. Here’s a recap of how to stabilize traffic during Google algorithm updates:
* Understand your customers and what they need from your website
* Publish quality content that serves your audience
* Make sure your website is technically sound
Keep exploring similar topics by checking out our . It’s filled with tons of helpful resources, guides, and tips for SMBs — and we’re always updating it so be sure to check back frequently.
If you’re ready to get your website prepped and ready to withstand any Google algorithm update, .
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