If you’ve been reading this blog for any length of time, you know that having a website is not enough to be competitive in today’s marketplace. You’ve got to be easily accessible to potential clients. You’ve got to stand out from the competition. You’ve got to meet the needs of your target audience.
While it’s important to have a well-designed site that’s optimized for the search engines, it’s equally important to have a site that successfully converts your target audience into clients. (That is why you’ve invested all this money in a solid Web presence, right?).
Now, this is not an article about what a good conversion rate is; that varies for every industry. But, what we want to share with you are 5 things you can do to increase your website’s conversion rate:
Get a good design—
research shows that if you do not impress people within a fraction of a second, they will leave your site just as quickly as they came. How do you entice people to engage with your site? With good design…well…that’s the first step, anyway. Good design is what’s going to cause people to dig a little deeper into your site.
Make your site easy to use—
there’s nothing more frustrating than going to a website and not finding what you need. Keep your site’s design simple, your message clear and your action steps obvious. Develop a clear focus for each page and incorporate navigation tools that enable people to quickly find information they may be looking for.
people are not going to give you their personal information, contact you or make a purchase through your website if they do not feel safe to do so. Your website has got to establish your credibility with consumers. Ways to reduce risk include using testimonials from other clients, offering some kind of guarantee, touting your experience and years in business, showing a real address (not a PO Box), adding trust seals and having a well-designed professional website that incorporates compelling copy. Having a strong social media presence can also help you reduce risk as potential clients can see how just how well you take care of your clients.
Create a unique value proposition—
you have to stand out from your competition. People need to know why you’re the best place to get the product or service you’re offering. Creating a unique value proposition (UVP) is an important part of marketing that a lot of businesses overlook. Saying that you provide great customer service is not a unique value proposition….everyone says that. The best UVPs are those that provide consumers with an assurance that they will receive something that’s of value to them…and they can only get it from you. Sound hard? It is. Take some time to carefully think about your UVP. You won’t be sorry.
Put important information above the fold—
People need to know who you are, what you’re all about and how they’re going to benefit from your website. Don’t make them hunt for this information. Strategically incorporate important details about your company above the fold in your design. For more information about what should be included at the top of your site, check out our blog post “Web Design: Top 10 Things you Need Above the Fold.”
Keep in mind that the above tips are general tips; these are things every website should be doing. To see real results with your site, it’s important to consult with an experienced Internet marketing firm that can carefully evaluate your site and develop a strategy to meet your unique objectives.