Even if you have a brick and mortar shop, chances are you have a website for your business, and so you should. Most people search online before deciding where to buy.
What many people don't understand is that a website has one role to play, which is: convert visitors into leads and clients.
If you are driving traffic to your website via marketing campaigns, social media or blog posts, but your visitors aren’t contacting you, you need to have a good look at your website from a visitor’s point of view and ask yourself:
Would I contact this company?
Would I buy from them?
If your answer is no, or not sure, maybe it’s time to reassess your website.
Here are my top 3 secrets to a highly converting website.
Copy is the most important part of your website. It is, after all, how you communicate with your audience.
It’s through copy that you will talk about your solutions, provide client's reviews, and ask your visitors to act.
The copy on your website needs to be:
- Grammatically correct
- But most importantly, it needs to speak directly to your audience.
You really need to know who your target audience is and write as if you are speaking directly to one person. You should consider:
- What problems do they have?
- What are their concerns and desires?
- How can you help them solve their problem?
- And most importantly, how will your solution make them feel?
That’s what it is all about. We are emotional beings and most of our purchase decisions, if not ALL of them, are made based on emotions.
So, have another look at your copy now and answer this question - How does it make your visitors feel?
As they say, one image speaks more than 1000 words.
Before your visitors start reading, they will be attracted or repelled by your website design. One look at your website will determine whether your visitors will start reading it or will click away.
Is your website:
- Beautifully designed?
- Clean and up-to-date? Or does it look like it was designed in the 90s and never updated?
- Do the colours reflect your brand?
- Which images are displayed? Do they speak to your target audience?
- Is the most important information displayed above the fold?
Once again, you need to keep your target audience in mind when designing your website.
Some industries will require more images than others, such as photographers, designers, decorators, event planners, etc.
Other industries will only make their website busy and distracting by displaying too many images, such as lawyers, accountants, doctors and dentists (with exception of cosmetic medical practices), etc.
I’m not saying images aren’t required for these industries, but the information provided will be a lot more valuable than a carousel of images rotating on the home page.
3- Clear Path to Follow and Call to Action
I put these two points together as I believe they go hand in hand.
Your website doesn’t only need to look beautiful and speak to your audience, but it needs to take your visitors through a clear path, so they take the action you want them to take.
Make sure you ask your visitors to do exactly what you want them to. For example:
- Subscribe to emails
- Contact you for more information
- Request a quote
- Purchase your products and services
- Connect with you on social media
- Read your blog posts
Don’t just assume they will know what to do or where to click. Take them through a journey through your copy and images, so they follow the path you want and take the desired action.
Is your website letting your business down?
I can help you. Schedule 30 min chat with me to how I can help you convert more visitors into clients.