Your website can transform your business, if it's designed with lead generation in mind. Conversion rate optimization on your website can help your business generate significantly more leads, calls, and sales.
We see a lot of websites and digital marketing campaigns in our line of work. Some of them, are shocking. They make you wonder how a business has gotten by for so long with a website that has less than 100 words on the homepage and doesn't even have a phone number listed on it until you scroll down to the footer.
Imagine how much better your business would perform online if your website was designed and built by a knowledgeable professional. Well, it doesn't have to be a fever dream.
There are digital marketing professionals out there that understand the literally hundreds of elements responsible for turning websites into lead generation machines, and you happened to have found one here. It must be your lucky day!
The main assumption your average business owner makes is that a website should be pretty. And yes, an aesthetically pleasing website is surely a good thing, but it's only a starting point, and we'd like to get you to the finish line.
Conversion rate optimization is the process of designing or redesigning a website with the goal of improving its ability to convert visitors into leads or sales.
We won't go too far down the rabbit hole, otherwise, we'd be here all day. But here are the core elements your website has to nail, if you want your site to produce conversions.
Firstly, your website needs to be technically sound. It has to load quickly, transition from page-to-page quickly, and not contain any broken links, just to name a few examples. A user having a positive experience on your site will increase the likelihood of them staying on it long enough to perform a desirable action such as calling you, filling out an inquiry form, or making a purchase.
There is a plethora of website diagnostics tools out there that can help you analyze your site and uncover areas for improvement as far its performance is concerned.
Next, your website's verbiage should be well-written, clear, concise, and guide its visitors toward your goals in a well-paced fashion. No one is going to buy an item or service, or request a quotation for a product or service they don't even see the value in.
By showcasing your business's expertise and value using a combination of short but informative sentences and images, you can instill confidence in your potential customer and make their purchasing decisions easier.
Display images of your store, staff, or previous customers. Highlight a few positive reviews or case studies. And offer up any additional information you feel your prospective customers will appreciate.
After your website is functioning properly and conveys the right information, you can focus on the design elements that aid in conversion rate optimization. These include but are not limited to the following.
A click-to-call phone number in your header or at the very least somewhere above the fold, or the part of your homepage that can be seen without having to access the scroll bar. Your phone number should be linked so that clicking on it instantly calls your business, without the need to manually type the number into a keypad.
Additionally, your website's call-to-action buttons should be numerous without being obnoxiously bountiful. They should be brightly colored as well, to create contrast against your webpages and draw the user's eye.
Your website's contact forms can also be optimized. Use just as many fields as you need to capture pertinent data, because no one likes filling out a form with a ton of fields on it. Make sure your submit buttons follow the same design logic your call-to-action buttons do, and for the best results, place your contact forms above the fold. You'd be surprised how many people never scroll down on a page.
There are other marketing concepts that aren't necessarily website related that can further increase your likelihood of generating leads, calls, and sales, such as special offers, time-sensitive offers, or leveraging retargeting campaigns to bring previous site visitors back to your site, but without going off on a tangent, the aforementioned website design principles are the cornerstones of turning web traffic into customers or potential customers.
A lot of business owners and sometimes even digital marketers fail to shore up both ends of the digital marketing equation. You can spend a lot of money driving traffic to your website, only to have the overwhelming majority of your visitors leave without performing a conversion action. It happens all, the time.
At Array Marketing Solutions, we take pride in our ability to develop digital marketing campaigns and websites that cover the entire online advertising spectrum. We know exactly how to bring the right people to your website, and exactly how to convert those people into qualified leads or sales for your business.
Part art, part computer science, fully awesome. And for even more website optimization tips, check out our 10 features of an optimized website post.
If you're considering hiring a professional digital marketing agency to help your business find more customers online, you've come to the right place.
Our digital marketing services can help your business gain tremendously more exposure on the web, and our website design services can help ensure those that find you don't abandon ship.
We offer a free consultation, a complimentary proposal, and we'd love to help your business shine online.
Cheers,
-AS