Optimizing your website for conversions means that you are deliberately tracking how website visitors are using your website and what you can do to lead them to the first step to working with you. Your website has the potential to be a sales machine that runs 24/7, 365 days a year without getting tired or needing a break. It’s an irreplaceable asset for your business. Here are a few things that you can do to ensure you’re optimizing your website for conversions.
Defining a Conversion
A conversion is an action that a website visitor takes that achieves your goal for the website. It could be submitting a contact form, booking an appointment, registering for a webinar, downloading your free resource, or more.
Here are a few examples of conversions:
- A financial advisor wants website visitors to join his email list so that he can have more personal communication with them and nurture them as a lead.
- A landscaping company wants website visitors to request a quote.
- A dog groomer wants website visitors to book an appointment online.
Five Tips for Optimizing Website Conversions
Have you ever visited a website and weren’t really sure what to do next? There are a few things that businesses can do to make it extremely easy and simple to turn a website visitor into a paying customer.
- Make sure your website loads quickly. People are impatient and won’t wait for a website to load, regardless of how cool the background photo might be. Cold leads will hit the back button and go to the next company on the list.
- Ensure your site structure makes sense. Does the navigation provide all of the options that a visitor needs to browse before making a decision? Your about page, services page, blog, and contact pages should be prominently displayed.
- Define the first step to working with you and make that the primary call to action everywhere. Don’t confuse the visitor by having too many options. You know your business better than anyone else. What action will the majority of people need to take in order to work with you?
- Identify a secondary goal in case they’re not ready to commit. If the website visitor isn’t ready to request a quote from the landscaping company, ask them to download a copy of your “look book” that shows off the transformation that you provide. You’ll receive their email address in exchange for the “before and after” resource, and can then follow up with them to see how they enjoyed the guide and if they have any questions.
- Limit the use of pop-ups or stop it altogether. Look at whether or not you’re actually receiving subscribers or sales from the popup. If not, consider putting the subscription field or special offer elsewhere on your website. Popups often ruin the user experience on your website more than they help you achieve a goal.
Once you’ve optimized your website for conversions, generate more traffic to your site using one of these tips.
Put yourself in the mind of a website visitor who has come to your website through search or social media. They might want to browse more information about your services or they might be ready to buy. Regardless, you want to make sure that your site loads quickly, provides the information they need to make a decision, and encourages them to take the next step.
If you’re ready to work with someone who can grow your business through search engine optimization and social media marketing, please book a complimentary 15-minute call now. I look forward to discussing how we can help you achieve your business goals.