With the huge amount of DIY website platforms on the market, it really is true that anyone can make a website. However, the question is… Can everyone make a website that converts?
Spoiler alert: there’s an art to it. And while it’s totally possible to create and launch a website that ‘looks good’, if it isn’t bringing in new leads and generating sales you have to ask yourself what it is doing.
We all want a website that turns snoopers into buyers, leads into sales. Luckily, this doesn’t have to be a pipe dream: there are simple steps and tweaks you can make to transform your website into a lead generating machine.
So, grab a cuppa (of course), get comfy and read on for my six top tips for converting more leads from your website.
Your website should convert leads because that’s what it’s designed to do. Looking ‘nice’ isn’t enough. If you don’t structure and design your website in a way that is built for leads, then you’re facing a majorly missed opportunity.
Leads are the lifeblood of a business, and what better a place to fuel that need than through your website: aka, your online shop front. These leads will plant the seeds for your ultimate sales: and this applies to both product and service based businesses. Therefore your ability to convert website visitors into leads will have a huge impact on your overall sales.
Basically? It’s a must have.
In order to be successful – and by successful, I mean a valuable and effective part of your marketing strategy – your website should possess the ability to turn unknown visitors into potential customers.
Here are six ways to make that a reality.
As well as being eye-catching, engaging and a clear reflection of your brand, your website needs to be intuitive and easy to navigate. Strategic web design makes this possible.
It’s important that your website is designed in a way that encourages people to keep reading. You want your bounce rate to be low and for your visitors to follow a pre-meditated path. By doing this, they are more likely to take that extra step to either:
If not, you’ll lose them before you even get the chance to learn anything about them.
This is a core part of my High Vibe Websites and Biz Boosting eCommerce Website packages. I take the time to get to know your business and clientele before creating a website structure – both from a navigational perspective and then page by page – that keeps people on your website for longer. This includes making sure that it looks just as good on mobile as it does desktop, that content is easy to process, loading times appropriate and the user experience exceptional.
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Don’t let bad copy taint your website!
Copywriting is an enormous part of website conversions. 74% of web readers pay attention to the quality of spelling and grammar and 59% would avoid a business if their copy was poorly written. That small mistake doesn’t seem so small anymore, does it?
But it isn’t just about the grammatical elements of your copy. Engaging and compelling copy has the power to pull in your audience and turn them into loyal supporters of your brand. It shouldn’t be overlooked. Keep it relevant. Make it succinct. Tell them what they need to hear.
A call to action (CTA) is a phrase which tells your audience what to do. Without them, how can you expect any action on your website?
I always encourage my clients to experiment with different CTAs. This should include personalised CTAs – why? Because they make SUCH a difference. In fact, data suggests that a personalised CTA can improve conversion rates by up to 202%.
Personalised CTAs can take a bit of technical knowledge, but the payout is huge. An example could be having one CTA for potential leads (such as booking a discovery call) and another for those who you know are interested in one particular subject (for example, if I were to add a lead magnet to this blog with a checksheet).
Again, pay attention to your copywriting on your CTAs. You have even less words to make a huge impact.
I’ve mentioned lead magnets a few times, and you might be scratching your head wondering what they actually are.
A lead magnet is a piece of content that you use to encourage your visitors to share their contact details (all GDPR compliant) in order to receive your ‘freebie’. Examples include:
The list goes on!!
These are a fantastic way to generate more leads, especially if you pay attention to customer behaviour before creating the lead magnet. What blog topics have been the most popular? What services are getting the most views? What questions are you asked over and over again?
If you build this lead magnet into a well placed (and well timed) pop up, then your conversion rate will be even better.
Don’t yet have a mailing list? Then get one!
Email marketing generates $42 for every $1 spent, which is a mind blowing 4,200% ROI: it’s one of the best methods for growing your business. By taking visitors on a journey from your website over to your mailing list, you can further nurture your relationship with them. For those who aren’t quite ready to work with you (or purchase from you), this is a great way to keep them warm until they’re ready to commit.
You therefore need to have opportunities to join your mailing list all around your website. Don’t underestimate the importance of including it in your website footer, too. A study by Smart Insights showed a 16% increase in revenue per customer when they tested a more easily navigable footer. Other brands have reported a 50% improvement in conversions when they optimised their website footer with clear goals in mind: one of which should ALWAYS be your mailing list.
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It’s a big step getting someone to shift from browser to… Well, something more! Anything you can do to show them that you’re the ‘real deal’, the better.
Social proof is a first-class way to do this. We use social proof for conversion rate optimisation as it helps to ease any customer worries by providing unbiased proof from peers. And it works. 92% of online consumers admit to looking at product reviews before they make a purchase. Likewise, studies show that product reviews are 12 times more trusted than product descriptions and business copy.
So, if you want people to commit to your brand, show them the MANY other people who already have.
You bet! It’s what we do.
Get in touch to find out more about my range of website design, SEO and audit services. I can’t wait to hear from you!
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