When your website conversion rate is on top form, you suddenly have so much more time and money in your business. Why? Because you’re not needing to spend as much time or money on marketing. Sure, you should still keep promoting your business, but having a steady flow of inbound enquiries sure will lighten the load!
Here are the 3 main steps you need to take to boost your website conversion rate:
- Get noticed by the people who need you
- Tell them how you can help them
- Make it super simple for them to get in touch with you
Step 1. Get noticed by the people who need youThe first step to boosting your website conversion rate is to get people onto your site. This may seem a little obvious. However, this can prove to be quite difficult for a number of businesses, as it can be challenging to know where to start. The main thing is: you need to get in front of your target market. Where is your audience looking for services like yours? The first step to improving your website conversion rate is to make sure your company is visible in these online spaces.
Here are a number of places your website can get noticed by potential clients:
Content marketing is a really good way to get traffic to your website.
If you can write about what people in your target market are interested in, what they need, or what they want to learn about, then your blog could be one of the highest sources of traffic to your website.
What do I blog about?A quick way to figure out what your audience want to read is to think about what it is that you offer them. For example, a driving instructor doesn’t just show their customers how to safely drive a car. He also gives them the independence to travel almost anywhere they want, whenever they want. So, the driving instructor (let’s say they work in New York) could write a blog post called ‘The Top 10 Road Trips From NYC That Are Worth Learning To Drive For’. This would appeal to people in the local area who are keen on exploring (i.e. their target audience). Another quick way to figure out what to blog about is to consider your competitors. Think about who provides something similar to what you offer, and take a look at their website to see if they have a blog. If they do, check to see what kind of things they’re focusing on. Just because your competitor is blogging about a certain topic, though, doesn’t necessarily mean that’s what you should be blogging about. Why? Because not every company gets it right. So it’s a good idea to take a look at the bottom of the post to see if people are commenting on and sharing the post. If they are, then that’s a really good indicator that the audience is enjoying the content. You can then use this as a reliable benchmark for your own content ideas.
So how does blogging and content marketing actually get people onto your website?
If you’ve read our post on how to optimize your social media marketing with Buffer, you’ll already know the three main types of content we should be sharing on social media:(1) Original content (2) Curated content (3) Promotional content By writing your own blog, you instantly have original content to share on social media. While it is possible to build up a good following by not sharing any of your own unique content, creating your own makes you more valuable to your target audience. Once you’ve written your blog posts, you can share them on your social media channels – whether that’s Twitter, Facebook, Instagram, Pinterest, Google+, LinkedIn, or any other platforms your target audience are likely to be. This is a way to not only build up your social media presence, but to also give people a reason to click onto your blog (and therefore your website). All of this builds up to achieve your end goal: a better website conversion rate. Another benefit of sharing your blog on social media is that you can add hashtags and mention other accounts in your posts. For example, if you provide writing services, you could write a blog post about how to create effective blog headlines. If you share the article on Twitter with the hashtag #writingtips, then anyone looking for writing tips will instantly see your article. Then when they click on it, they’ll land on your blog and will be within clicking distance of your services, portfolio and contact page.
Remember your call to actionIt’s also a good idea to put a call to action at the bottom of each post to help boost your website conversion rate even more. Keep in mind that your call to action doesn’t always have to result in someone purchasing something. Instead, it could just be an invitation to sign up to your newsletter or share the article with their friends or colleagues. Or why not encourage them to comment in the comments area to continue the discussion beyond the article itself? Not only does this encourage readers to engage more with your website, but you also have the potential to build a relationship with them. Remember, whilst you may not have gained a sale straight away, you still have a chance to re-sell to them again and again.
Other blogsIn addition to writing content on your own blog, you can also boost your website traffic by guest posting on other blogs. Most publications will let you add a website link on your writer’s bio, which usually features at the top or the bottom of the guest post. Many popular industry blogs have a page on their website that details the guidelines for writing for them. If you can’t find guidelines for a blog that you’d like to guest post for, try emailing them with an introduction to you and your business. Also show that you are familiar with their content by sharing some posts you’ve enjoyed and why you consider that your own would be of interest to their readers. Then include a few titles and brief summaries of article ideas for them to consider. By writing for blogs that have a large, engaged audience made up of your own business’ target market, you can potentially encourage a huge amount of traffic to your site. And, as you’re attracting people who are interested in your offering already, you’re likely to see a huge boost in your website conversion rate too. Dmytro Spilka wrote an awesome post about guest blogging. He shares some handy tips and a whole bunch of places that you can apply – along with each site’s domain authority, Alexa Rank, the difficulty level and a link to each site’s contact or application page.
Social mediaSo we’ve mentioned social media in the blogging section above. But here’s another quick tip about how you can use your social media to help get web traffic. On each social media account you have, there’s an area where you can write a short bio about your brand. It’s really important that this bio area features your web address. Why? Because not everyone looking at your social media posts will necessarily follow your account, but quite a few people might take a quick look to see what it is that your company does. So if you have this information in your social media bio, they can click to check out your website easily. Whether that’s a link to your home page, your services page, your blog page, or your portfolio- that’s up to you. . Here’s how we have our bio set up on Twitter. Give us a follow, if you like! 🙂
Email signatureThis is probably one of the simplest things you can do to give your traffic a boost. If you haven’t already, make sure that you add your web address to your email signature. This is often overlooked by business owners. They think that, as their email address has their web address in it, it’s not important to add to the email signature. However, the people who are conversing with you via email might not have the time nor inclination to bother copying and pasting the last part of your email address. So, having a link placed in your email signature gives potential clients a really quick and easy way to check out your website. On Gmail, select ‘settings’, scroll down to ‘signature’ and type in your web address.
DirectoriesAnother way to get in front of potential clients is to add your business’ details onto online directories. There are lots out there, so you may find this directory list from HubSpot helpful. In addition, many industries also have official membership organizations that you can join. One of the main benefits of joining one of these organizations is that you can feature in their own directories. These directories are generally the ones that are most trusted by people looking for services and products because they’re associated with such a well-respected association.
Lead magnetsLead magnets are a really effective way of encouraging people to not only visit your website, but to also sign up to your email mailing list. Magnets are special offers, products or services that have been created exclusively for people that sign up with their email address. A lead magnet is usually a win-win. The person signing up receives something of really high value, and in return, you receive a sales lead. Lead magnets could be as simple as a discount coupon or a one-page download of top tips. Or they could be as large as an ebook or an online course. However, keep in mind that the higher value the lead magnet, the more leads you’re likely to receive from it. This is a good example where it’s worth spending a lot of effort on something in order to receive a lot in return. You can promote the link to your lead magnet on social media, in your email signature, or in your social media bios. In fact, you could actually change the link in your bio from your generic website link to the specific page that your lead magnet offer is featured on to increase you website conversion rate. Once people are on your website to sign up for the lead magnet offer, it’s likely that they’re going to check out who you are while they’re there. This can result in them: (1) Considering your services (2) Enquiring about working with you (3) Simply following you on social media (which is also valuable, as they may require your services in the future). The bottom line? The more traffic you get to your website, the more chances you have to get that website conversion rate through the roof.
Step 2. Tell them how you can help themOk, so once they’re on your website, you need to capture their attention straight away. You also need to make it clear what it is that you offer within the first few seconds. Within the top of your home page, you need to clearly state:
- Who it is that you cater for
- What it is that you offer
- What makes you different
Let’s go into each of a website’s main pages in more detail:
Your about pageAn about page implies it’s about you and your company. However, your about page should mainly focus on your customer and what you can do for them. Saying that, you don’t want your about page to come across as a sales pitch. You want to strike a good balance between talking about offerings and talking about your business story. As well as sharing what you offer your customers, then, make sure that you also share how your company started. You could also share where your team is based, how big your team is, etc. This way the customer can get a really good idea of your story.
Your services pageIf you have a service-based business, your website should have a page that details what you offer. When you’re describing each service, try focus on the benefits, rather than what it is. For example, if you offer graphic design services, you wouldn’t just list: providing flyers, posters, and social media graphics. What you’re also providing your customers is:
- The ability to catch their potential customers’ attention
- Reinforce their company branding
- Boost their brand recognition
- Trust and professionalism within their industry
Does pricing help or hinder your website conversion rate?The topic of whether or not to include prices on websites (particularly B2B service-based websites), is one that causes much debate. Some companies choose to include their prices because they feel it encourages their ideal customers to get in touch. However, some companies choose not to, because their pricing simply isn’t straightforward enough. For example, a photographer may not have a set price for a photography session. The cost of it may depend on variables such as the location, duration, and level of creative input required. A good balance is to list your base prices or price ranges for potential clients to browse on your website. From the example above, the photographer may know that a photography session would cost at least £200. However, it might cost anything up to £1,000, depending on the client’s specific requirements. Therefore, they could simply list £200–1,000 on their website. This way they can give people a general idea of pricing before they enquire.
Your portfolioAre you in an industry where it’s easy to show off your work? Maybe you’re a photographer, graphic designer or a writer? Make sure you’re continually updating your portfolio page. This will enable your website visitors to get an idea of what they could potentially gain by working with you. Also, they’ll be able to see who’ve you worked with before. This works as social proof for your brand. By seeing that other people have received high-quality work from you, they’ll see that they can too. Now, just a quick tip. The work that you’re using in your portfolio doesn’t have to be from your most recent projects. As a graphic designer, for instance, you could have produced an amazing flyer 10 years ago. However, even though it’s now a lot older than a lot of your other work, there’s no need to remove it if you’re still proud of it today. Another thing to keep in mind is that not everyone looking at your portfolio will know what you did on each piece. Instead of just showing an image, include a paragraph or two about what the project involved. If you have the details of the results of the project- for example, how many conversions an advert created, how many shares a social media post received, etc. – that’s also really valuable information to add to this section.
TestimonialsA fantastic way to encourage a higher website conversion rate are testimonials. Potential customers really value being able to hear from other customers before they make a purchase. They know that you’re going to be saying good things about your business because, well, it’s your business! But when people who have no investment in the company also have amazing things to say about it, it means so much more. Again, it’s a way of giving your potential customers proof. They don’t need to just take your word for how good your services or your products are. You have lots of customers vouching for you. And as people just like them have benefited from your business, they can see themselves benefiting from your services too.
So, how do you get customer testimonials?You may have customers getting in touch with you to let you know how much they love your product. However, most of the time you’ll need to get in touch with them to get your testimonials. This can be as simple as sending them an email asking them to write a brief sentence on what they thought about your service. It’s a good idea to do this very soon after the project is completed. If you ask too long after the project, the feeling of satisfaction about your company might have faded. You can also ask customers to give you an honest review of your services in exchange for a discount. This will likely result in more customers sending you reviews, as there’s a clear incentive for them to do so. Do you have testimonials from projects that are featured on your portfolio? Put them where you write about the actual project. However, even if you do add them here, it’s still important to have your testimonials elsewhere on your website, too. This is because not everyone visiting your site will be looking at your portfolio. By having your reviews displayed somewhere practically unmissable (like your homepage or pricing page), you’ll know that almost every visitor will see them.
Step 3. Make it super simple for them to get in touch with youThis is something that a lot of companies actually miss off. However, you really should add your contact details somewhere that’s very obvious and noticeable on your website. Ideally, at the top or the bottom of your homepage. This is where people generally expect to see them. And, of course, if you have a contact page too, that’s even better. People like getting in touch with companies in different ways. For example, some prefer email, some prefer the phone. Make sure you add:
- email address
- phone number
- social media
- contact form