There are many reasons why prospects don’t take action when they land on a website, but we choose five (non-technical) things you can improve to increase website conversion almost immediately. Read through the five and then take a look at your website. Where can you improve?
Strengthen your message potency by focusing
Who are you speaking to and what problem are you solving? A website should clearly speak to the problems of the target marketplace and offer specific solutions to those problems. If you try to speak to everyone, you dilute your message and run the risk of not resonating with anyone. It’s best to have your ideal client in mind when creating web content and offer solutions that are attractive and specific to that market. Focus your message and increase the pulling power at the same time.
Make an offer
The Google dictionary defines an “offer” as an expression of readiness to do or give something if desired. In marketing, we make a big deal about the offer because it’s one of the most important elements (if not the most) on a website and in any marketing campaign. If you want people to give you their personal email or phone number you need to offer something of value in return. What are you offering and is it working? If you want someone to buy something immediately (without any lead generation steps) the offer will be even more important.
Make an irresistible offer
Okay, maybe you do have an offer on your website, but is it working, is I irresistible? Are you getting people to download the report? Are they calling for that free consultation? If not, maybe the offer isn’t good enough, speak to your prospects and ask them what they want and then give it to them.
Focus on what your prospects care about (them)
A big conversion killer to websites all around the web is simply the focus of the content. Not the who to focus on like we discussed earlier, but the what of your focus. Your customers are looking for solutions to problems and you should focus on those problems. If you focus on the customers’ problem and make a good offer, that alone will increase the conversion on your website. However, the idea is not about focusing on the problem in a malicious way, but instead to clearly communicate that you understand the problem and the causes. Clearly articulating the problem will lead your prospects to believe you have the solution.
Clearly articulate the next step (and put it everywhere)
If you have a clear message, you focus on problems and solutions, and have a good offer; you will increase your conversion rate on your website, but there is one more critical step. You must tell your prospects exactly how to contact you. It’s seems obvious right? If you look around on the web at your competitors, you’d be surprised to see how many companies just put the phone number in the top right corner and expect people to call.
The truth is, your prospects need to be told exactly what to do and it should be everywhere, at the top of your website, at the bottom of the article, in the sidebar of the website. Make it easy, specific and convenient for customers to reach out to you.
Below you’ll see an example of a simple call to action:
If you are tired of having a beautiful website that doesn’t bring you any leads or customers, call 866-925-9524 for a no cost conversion strategy session to see how we can help you generate more leads and sales from your website.
This call-to-action would traditionally be put at the end of an article (like this one) or on a content page and although it’s an example. If you really want help with your website conversion, give us a call today or just click this link and complete the form. (See what I did there)