Investing in a website for your business is a no brainer. It’s a necessary marketing tool that helps you gain visibility and credibility for the billions of search queries for products and services online each day. One mistake you don’t want to make is setting it and forgetting it. Your website brings great opportunity to not only boost brand recognition and expand market potential but also allows you to be where your audience is on their timing. Put in the time and investment to provide a seamless user experience and convert your next website visitor into your next customer.
Your company’s website should be an always changing, vibrant destination of your marketing toolkit. Here are four simple things you can do to ensure you are increasing conversions and getting the greatest ROI out of your website:
1. Clear Navigation & Calls to Action
Don’t make potential customers jump through hoops to find what they need on your website. When users land on your site, they are most likely in the discovery phase of the funnel, searching for information and should have a clear path to find what they need. Make simplicity work for your site. Do your due diligence and understand what your potential customers’ needs are and speak to them in your copy and messaging. Use these pain points in clear, call to actions throughout the site. Instead of “Learn More” or “Read More” offer more needs-based CTAs that will resonate and create a sense of urgency such as “Schedule A Demo” or “Get Started.”
Don’t write for Google only, write for the human reading it on the other end. Content is necessary for SEO efforts and to gain visibility, however, visitors are only reading about 20% of copy on the page. This is why it’s so important to address the readability of your pages to include headings with relevant keywords, bullets and lists, and attention-grabbing media and imagery. There is definitely a balance between having a lot of content and having relevant copy that’s going to keep your audience’s attention, however, with these simple updates and some copywriting hacks, people are sure to stay on your site longer and are more likely to convert.
3. Conversion Points
If you only have a phone number in the header and a form on your contact page, you are missing out on some great opportunities as users are navigating your site their consideration phase of the conversion funnel. First off, don’t have a ten field form with a two step validation - at least not at first. Test out shorter forms and then, based on the data and quality of the leads, expand the form from there. Also, ensure there are shorter forms and conversion points throughout the site, not just on one contact page. Be useful and engaging on all of your top pages allowing a prospect to get in touch without leaving their page of interest.
Let the data lead the way! It’s much easier to make marketing and advertising decisions when you have the data to back it up. Tracking is vital to have in place to understand user behavior and strengths and weaknesses of your site and marketing efforts. With this data and understanding, you can turn mediocre leads into more qualified leads. As mentioned earlier, your website is an ever changing destination that you should constantly take learnings from to optimize and grow.
It’s important to keep in mind that your website is just one piece of your marketing toolkit and covers only a few phases of the funnel. Once you have these foundational elements in place on your site, you are ready to ramp up content marketing and advertising efforts to target and gain exposure to get users to your site where they are sure to convert. You can then build trust and turn first time customers into loyal brand advocates.
Get in touch with the digital experts at SpotOn to help you get started and increase conversions to help grow your business.