Your website wears many hats. It’s your digital storefront. It’s the first impression your company makes with new customers. And lastly, it’s your conversion platform. Yet, even a website with beautiful design and high traffic numbers can fail to convert.
That’s where on-page optimizations can come in handy. By optimizing your website to be sales-oriented, you’ll be testing and tweaking elements until you find that Goldilocks solution—your website works just right.
Here are four tips that you can employ to convert visitors to customers right away.
#1 Limit and Focus Your CTAs
A call to action (CTA) spurs a website visitor to take an action, such as signing up for a newsletter, contacting the team to learn more, or making a purchase. CTAs can lose their potency if there are too many of them, especially if they’re leading users in multiple directions.
When it comes to CTAs, less is more. Every web page should be geared towards a singular purpose. And the corresponding CTA should support that end goal.
For instance, if you want a site visitor to purchase an item, a clear and concise CTA like “Buy Now” will be much more impactful than “Learn More.” The customer may already have the necessary information, so they don’t want to learn more (even if that Learn More CTA sent them to the sales page).
#2 Is Your Site Mobile-Responsive?
Today, a mobile-responsive website isn’t just a good idea—it’s imperative, seeing as approximately 60% of all organic search traffic was conducted on a mobile device. On top of the increased organic search, mobile-friendliness is vital for two complementary reasons:
- If a user is unable to browse on their phone or if they have a bad experience, chances are, they’ll take their business elsewhere—beefing up competitors unintentionally.
- Google wants users to have a good experience. And most modern internet surfers now use their smartphones for search. As a result, Google’s search algorithm gives priority ranking to sites that are built for mobile users and automatically demotes sites that aren’t.
If you don’t know whether your site is mobile-friendly, you can test it here.
#3 Remove the Fluff
Similar to CTAs, too much clutter makes for an unpleasant and overwhelming experience. Especially for new users, a website that bombards them with form fields, CTAs, and popups only incentivizes them to leave.
You’re probably familiar with a cluttered experience. Think of an article you wanted to read but couldn’t seem to get past the first paragraph before an ad started automatically playing, a sign-up form popped up, and a chatbot appeared and started talking to you.
Yeah… no thanks.
While you may not have any of the above features, “fluff” can act as the same distractor. Whether it’s a home page or landing page, each page a user directs to should be navigable. Ideally, all of your content and site design should be framed to funnel the user further down the page. Extraneous fluff will only serve to distract from that underlying goal.
#4 Improve the Quality of the Copy
When it comes to SEO, producing quality copy is still one of the most important ways you can improve rankings and convert site visitors into customers. But quality content is more than just words on the page. Those words must provide relevant answers to the user’s search intent.
For Google, quality is a reflection of time, skill, expertise, and effort. They define it as follows :
“Very high quality [Main Content] is original, accurate, comprehensive, clearly communicated, professionally presented, and should reflect expert consensus as appropriate. Expectations for different types of information may vary. However, all types of very high-quality informational content share common attributes of accuracy, comprehensiveness, and clear communication, in addition to meeting standards appropriate to the topic or field.”
Content should be the cornerstone of your SEO and conversion efforts, not an afterthought.
Semgeeks—Website Conversion Specialists
When adjusting your site, think of your website as a virtual sales pitch. How would you want your salesperson to help customers (CTA), and how would you want them to speak (fluff)? Would you want them to be accommodating to all people (mobile-friendly), and would you like them to be the expert’s expert (content quality)?
By answering these questions, you can begin adapting your website to a conversion-friendly platform.
Don’t forget that these aren’t instant fixes. They will take time, effort, testing, and continued optimization. That’s why it helps to have a dedicated specialist by your side.
Here at Semgeeks, we can partner with you to ensure your website and content convert. Want to get started? Let’s chat.
Statista. Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2021. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/
Google Developers. Get started with mobile friendliness. https://developers.google.com/search/mobile-sites/get-started
Google User Content. General Guidelines. https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf#page=14&zoom=100,48,736