One of the challenges you have when it comes to your website is getting people to actually visit it.
But what happens when you do start getting visitors?
Presumably your website is not a vanity project; so you have to find ways to make it work for you. That means you want your website to convert for you.
For us, there are two types of conversions that you should be concerned with:
- Followers – these are leads that you will nurture to eventually become paying customers
- Sales – depending on your sales process, your website should either assist you in scheduling a phone call, allowing your leads to contact you, or actually processing a sale
To get either of these conversions, you actually have to develop a strategy and set up your website so it is optimized to convert for you.
Let’s examine the steps you need to take in order to increase your website conversion rate.
Too often we see websites trying to do too much. This is a problem for a couple of reasons.
First you can complicate the issue for yourself. Instead of a website that is designed to accomplish your most important objectives, you have a messy site designed to accomplish everything under the sun but actually does not do much.
Second, you can complicate the issue for your target audience. Remember, your potential customers are busy. They have things to do and therefore do not want to spend a lot of time wading through a bunch of nonsense to get the help they need.
Limit the scope of your website so you are going after your most important marketing objectives. This will keep your website clean and designed to do what it is meant to do.
Define Your Value Proposition
Along the lines of making it easy for your customers is defining your UVP or unique value proposition. This is the thing that makes you stand out from the competition.
When someone visits your website they should understand what you do and how you can help them. If you can also convey why you are different from your competitors, then you have a real chance of converting that visitor.
Make Navigation Simple
This is another step that falls in the category of making it easy for your potential customers. As stated above, your audience is busy. They do not have a bunch of time to search every page of your website.
Design your website so that all of the important information is easily accessible. To be clear this also means the pages that are designed to convert visitors to followers or sales are easily found.
All traffic on your website should eventually be directed to a page that converts a visitor to a sale or visitor.
Content That Converts
There are two types of content for your website: static and dynamic.
Static content are pages like your home page, about us page, services page, and contact page. They may change from time to time, but for the most part they have the same information. Whatever information you have on these pages should be brief to the point. They should reinforce why the visitor should do business with you and then connect the visitor to a converting page.
Dynamic pages are pages that are updated frequently. This can be blogs or landing pages. You should blog regularly so that you are addressing the pain points of your audience. Landing pages can be used to convert followers or sales. We view these as dynamic pages, because you can change them for seasonal or promotional purposes. You can also have them live or hidden depending on what you might be focusing on.
The key for this point is to understand the purpose of every page of your website and make sure that page is designed to meet that purpose.
Last, take time to review the analytics of your website. This will give you insight on how people are behaving on your website.
What pages are people looking at the most? What pages are people spending the most time on? What pages have the highest bounce rates?
All these things help you better understand what is resonating with your audience and therefore will help you make more informed decisions.
You work hard to get people to your website. Make that work worthwhile by turning those visitors into loyal followers or paying customers. The above steps will guarantee that the time, money, and effort you invest in your website gets rewarded. If you need help along the way, Beacon Marketing is here to guide you on your path to success!