Your own website is the best tool to transform your traffic into conversions. Unlike social media, forums, search engines, and third party sites, your website is a place where you set the rules. That means you have the power and control over what to do with your visitors. Once they come to your site, there are plenty of opportunities to convert them into paying clients.
Top 7 Things You Need to Know for Website Conversions
Responsive Design – First in today’s market, most businesses must be aware that only a fraction of their traffic will come from traditional, desktop visitors. In fact, according to Walker Sands, 28% of all internet traffic is now mobile.
This varies by industry, so for example mobile phones account for 48% of local searches.
Why is this important for conversions? The reality is that if your site is clunky for your mobile users then you are wasting your marketing budget and time.
Keep things simple in order to increase your conversions. Make sure that you do not waste space on extraneous information that distracts visitors from your main message.
Load Times – Next, you have 3 seconds to get the attention of your prospective visitors. That means if your website loads in 10 seconds, you are probably losing a large percentage of visitors and potential conversions.
Load time is not important only for users, who sometimes get bored waiting for your site to load and leave if it takes too long. Google also looks at load times, and considers them when determining where your site falls in the search results. This makes load time an important factor for your SEO strategy too and not just conversions.
To keep this number down, make sure you have the proper hosting for your site. If your site receives a lot of traffic, then you might want to upgrade to a higher tier-hosting plan. Another way to improve your performance is to keep your site clean of clutter. Each extra widget, banner and animation does add up to the time it takes for a page to load.
You can use Google Web Master Tools to track your load times. The site provides you with code you can insert into your website. If you use WordPress, Joomla, or another content management system, check out available plugins to make this process easier.
Authority – When people come to your site, you pull them in with a compelling header. Then you need to back up that statement with your authority on the subject.
You do this through your blog (see below), through testimonials, and through a solid website that explains why you are the best at what you do. Explain how you help people. That is what they want to know about anyways.
Lists – In traditional sales settings, they say you need to talk to a prospect seven times before converting them. In today’s harried environment, this number could be even higher. People are busy and distracted. They might be interested in your services, but keep forgetting to move forward.
Get people on your email and mobile lists, so you can stay in touch with them. That way, when they have a minute to slow down they can learn more about your business and make an educated decision to move forward with your company.
Blog – Do you want organic search traffic to your site? Maybe you want to provide engaging information to your social network or educate on topics related to your industry. Either way, you need to look at blogging as a source for driving traffic.
In today’s competitive online market, if you are not creating content at least once a week, consumers will forget about you. The blog keeps you top of mind and provides information that can keep your prospects in the buying cycle for when they are ready to purchase your products.
You need to have a long-term approach to blogging. If you think you will succeed in one month, then you should not even start. Blogging will take anywhere from six months to a year before you start seeing results.
Deliver Value – I apologise for talking about value, and delivering a generic sentence. However, delivering value requires a paragraph or two for most entrepreneurs.
Most businesses start, because they feel like they can fit a need in the market and make money. Great! The problem is that all businesses need cash to survive. Sometimes owners forget that by serving others’ needs, you will earn more in the long-term.
A good website creates value for visitors. From the header to the content to every single part of the site. Do you encourage your ideal prospect to contact you? Can they call or email you immediately with their questions about buying your product or service?
Talk with your current clients. Find out why they bought from you, and how you help them. We discovered at Harrison Mann that most clients come to us stressed out, because they do not know how to set up a website. Others are confused and worried that they do not use social media right for their business.
They hear generic phrases like “Set up a website so you look professional,” or “If you do not have a fan page in today’s market, your company will not succeed.” Our job is to evaluate what their needs are, based on their industry and target market.
Websites have that same function. You clarify how you can help and be a valuable resource to your potential client.
Conversions – Bet you thought we forgot about helping you make money with this conversation. Au contraire!
Everything we have discussed throughout this process has been leading up to the idea of how you convert a visitor into a client.
First, you have a good website that works for as many prospects as possible.
Second, you drive traffic to your site through a blog or some other resource that provides value and establishes your authority.
Third, you do your best to convert people right away. However, you build your list of prospective clients who are not ready to buy your services yet.
Fourth, you have strong calls to action to convert your prospects. What is a call to action? A call to action can be anything from a “Call me at 321123” to “Purchase this product if you want to ABC through our xyz solution.”
You determine your call to action. This will vary based on industry, but the idea is to come up with a way to draw a visitor in and offer them something they can do right now.
Converting Website Comes Down To Testing
Going through what you need to do for your site is great. In the end, you will discover that finding the right mix to achieve these goals comes down to testing. Is it better to have one call to action over another? How does your target market like your free offer to go on your list? What do your prospects find valuable?
No easy answers, but the ideas stated here will provide you with an outline for how to do this correctly. In the meantime, let me know how you plan to apply some of these ideas into your own website over on Twitter or in the comments section below.
Image via Mashable