Investing in your website is one of the best ways to present a professional presence on the web. But you need to make sure that your visitors are converting to paying customers or service users. There are a lot of things you can do to make this happen.
- Call to action
You could have all the latest plugins, a slick and responsive interface and plenty of great content but if there are no calls to action anywhere on the page, the chances are your visitors won’t convert. There’s no need to be pushy or to sound like you’re trying too hard but clearly explaining how users can access your products or services is essential to increasing conversion rates. This could be as simple as encouraging users to browse your online store or fill in an enquiry form but it must be as clear and easy to understand as possible.
- Contact Information
In an increasingly automated world, customers like to know they can get in touch with a real person rather than an algorithm or a machine. Clearly displaying your contact information on your page instils confidence in your web users and also gives them direct access to ask any questions or give you feedback. Authenticity is important and by offering your potential customers a fast and hassle free way to get in touch, you’re building their confidence in your brand which makes them more likely to convert.
- Don’t neglect social media
It’s important to remember that social media is still the primary way many people find out about products and services. Maintaining a Facebook page, twitter profile and Instagram account can be as simple as logging in a few times a day to post quick updates on news or information relating to your industry. Linking back to content on your website means you can potentially gather a lot of new visitors from social media and providing your site is of a good quality, this means you are increasing potential conversion rates significantly. Blog posts or news articles can be great to share on social media and if a lot of users click on the posts you share, you can gather a large amount of traffic in a short space of time.
- Make sure your site is mobile friendly
This should be a given for today’s website owners but some people do still overlook the importance of this step. A vast amount of traffic comes from mobile devices and this is especially true when people are searching for products and services. By having a site that works smoothly on mobile devices you are giving web users the chance to find you and use your services within just a few seconds. If they can’t past a clunky or unresponsive site, your conversion rate will inevitably suffer as people will simply look elsewhere.
- Test regularly to see what works
Log on to your site from the perspective of an end user, not a business owner. How long does it take for the page to load? How many clicks does it take for you to find what you are looking for? Is there anything that looks out of place or confusing? Essentially, managing and maintaining a good quality website is an ongoing process that requires consistent fine-tuning and monitoring. Using analytics tools to see what people are responding to and what could be driving them away means you can do more of what works. Don’t be afraid to experiment but also, make sure you aren’t just changing things for the sake of it. If a particular blog is bringing in regular traffic, keep it updated, conversely, if users seem confused by the checkout system or shopping basket you’re using, consider some alternatives.
- A picture is worth a thousand words
Ensure that every image on your site is of the best quality you can find. There are now a number of great, royalty free image sites that provide high definition and professional looking photographs and designs, so this doesn’t have to be an expensive step. Having professional quality photographs of any products you sell can also be a huge factor in increasing conversion rates and as anybody who works in retail, catering or casting will tell you, a good quality image that breaks up a page full of text or blank space can be really effective. Investing in the services of a professional photographer can be a good idea for small businesses with a little perseverance, many smartphones can produce images that will be more than adequate for an online shop.
- Care for your content
Spelling, grammar and syntax are important, whether we like it or not. Though nobody is expecting you to produce a work of textual genius on your landing page, ensure that all of the text you include makes sense, fits the tone of your brand and most importantly, sounds as positive and engaging as possible. Regularly updated, engaging content such as top ten lists, product reviews and news items give web users a reason to come back to your site, even if they aren’t looking to buy anything. This builds trust and establishes you as an authority in your industry. When consumers feel they can trust the quality of a brand, they are more likely to convert and give you repeat business.
- Let your hard work speak for itself
Include a review or feedback section on your website so that users can see how pleased your customers are with the products or services you provide. If you frequently receive good feedback from real people, use it to promote yourself instead of trying to write flashy sales copy. People can often see through marketing language, but they are likely to trust a series of honest, concise reviews from customers or clients who have had a good experience when dealing with your business. Bad reviews can be difficult to deal with but providing the majority of the feedback you display is positive, conversion rates should improve.
