Work gets busy. Life gets even busier. Focusing on the nitty gritty details like how your website attracts customers and keeps them hooked can seem secondary at times. And, you may even be feeling that you’re better off than some competitors because at least you have a professionally designed website with some great content. The trouble is that a website that isn’t conversion based won’t help your business. How can you create a conversion-focused website that won’t turn into a full-time job?
There is plenty of great advice on the Internet regarding effective websites that convert. But if you’re looking for easy, straightforward advice that will help you create a conversion-based website, this information is for you. Let’s move forward.
Use Clear Positioning, Simple Language
The first step is to show your visitor exactly what they can learn or do on your website. You can’t ease people into this; visitors won’t spend time patiently looking through your pages to determine how you can satisfy their needs. Rather than filling your home page with corporate speak or marketing jargon, aim for simple, practical words and phrases. Depending on your product or service, ask yourself these questions:
Does your headline say exactly what visitors can get on your site?
Do you include headlines that explain why your product/service is important and useful?
Does the information portray you as being the best source for this information?
Is the language easy to read and understand?
Are your messages reinforced with clean, simple images and graphics?
Is the navigation speedy and direct?
Is your site mobile friendly?
Post Valuable Content
Next up is the content. Offer free content that is relevant to your industry and contains valuable, compelling information. Examples include blog posts, videos, ebooks, how-to guides, etc. Don’t overstress about SEO either; it’s a bad habit that many marketers still have. It’s better to write for your audience rather than the search engines, and this natural content will attract visitors, which means they’re more likely to come back to your site and convert.
As your visitors move through your site, hold their attention with great content and calls-to-action. Share your content offers on social media networks as well so that visitors will be sent to the specific landing pages you create. The landing pages should include forms for visitors to fill out so that you may capture their information in exchange for content. It’s a win-win for everyone.
Nurture the Relationship
Nurturing the relationships you have with customers is just as important as attracting them. If you don’t give these relationships attention, you’ll slowly lose customers to competitors that are more engaged with their audience. The key is to continue offering content and valuable information that keeps your customers hooked and ready to make the next step, which is purchasing your product or service.
In addition to offering content, you should get familiar with segmenting your email/lead nurturing databases to create targeted campaigns, create lead nurturing email campaigns for new visitors and make the first contact if all other strategies are received with a warm welcome.
Track, Measure and Analyze
In order to understand how your website is performing in conversions, you must set goals, track metrics and analyze the results. For now, do the minimum of determining how much traffic your site sees and how many leads you’re generating from your website each month. How many of those leads have become clients? Simple math will help you discover what your visitor-to-lead conversions and lead-to-customer conversions are.
A conversion-focused website has many components, but the points listed above are some of the most basic and influential ones. By following these simple tips, you can establish yourself as an authority, navigate customers through the buying funnel and help them to convert.