5 Ways to Convert Your Site Visitors
Appearing high in search engines like Google is becoming increasingly important for businesses as the online market grows. However, getting thousands of unique visitors a month is just half the story. Once the visitors are on your site, you need to 'convert' them - whether this means purchasing a product, contacting you for a quote, or signing up to receive your newsletter.
It's important to have a clear goal of what you would like a visitor to do once they reach your site. It's no good getting thousands of visitors if none of them stay on your site very long. Here we look at 4 simple ways that will help achieve your aims.
It's amazing how many sites lack such a simple thing as this. A call to action is basically any text/information which explains to the visitor what we want them to do. They've read about your company - now what? "Call us now", "click here for a free quote" or "buy our special offer" are all examples of calls to action. The more you have on your site and the more prominently they are positined, the more chance you have of a converstion.
See an example below of a website we have designed - note how clear and obvious the calls to actions are within the design.
Selling from a website has a disadvantage from, say, a high street shop, in that your potential customer's can't see any 'real' people, they can't touch the product they want to purchase and it may therefore be harder for them to make a judgment as to whether your company is trustworthy. Your website therefore has to have an abundance of 'trust points'. These are visual factors that help to reinforce your business as honest, successful and professional.
Trust points can be a variety of things - we will look at 2 examples here:
Ask previous customers/clients to provide a comment that you can place onto your website. This provides feedback from 'real people' and, providing it is positive (!), helps to establish your company as one with high standards.
Has your company been awarded with an industry relevant award or do you comply with certain industry standards? If so, why not place proof of this onto your website. Again, it will help to reinforce the message to users that your company can be trusted.
An example of trust points on a website:
Most people can see through fancy sales jargon - but what a lot of customers look for is some cold, hard facts. Why not carry out a bit of research - find out if your services increased a client's sales by xx percent, or whether your product has been sold in xx countries. Facts like these can really help make more sales as people can place a real value on your services/products. These facts need to be displayed in a prominent place on your website. See below for an example of where we have done this for one of our clients.
One of the most frustrating things to a site visitor is that after trawling through reams of text on your website, they're still not really sure what your company does. Messaging is key - you only have a few seconds to comunicate with the visitor what your company does.
You should have a clear idea of who your target audiences are and the priority you would like to give to each target audience. The design of the site and the messaging should then be implemented accordingly.
See an example of one of our sites below - it is immediately clear what this company does.
Videos can bring a personal touch to your website and can communicate more information clearly in less time than it takes to read. Users are easily be put off by a lot of cold text, most people prefer to hear and see information in an expressive way than to read information on a page. A video brings the message to them in an exciting and more memorable way.
See an example of one of our sites below - a selection of video interviews attracts attention and bridges the gap between the you and the user, making the user feel welcome and the website more trustworthy.
In conclusion, it's not sufficient to have a great design - the design has to have purpose and thought behind it. We hope this article has been useful. Do you think your website needs some marketing TLC? Contact us here for a free quote.