The goal when creating a business website should not be solely to create visually-pleasing pages, but rather to create the most sales for your business. Presenting a beautiful site certainly doesn’t hurt business. In fact, when visitors can see that your site was designed professionally it helps build trust and shows that you care about your business and your customers. But there are other important factors you should think about.
What is a Conversion?
A visitor is “converted” when they take the action you want them to take. They buy something or take a step that leads to a sale. When people buy, it’s called a conversion. If you have a business that requires customers to call you on the phone, getting them to pick up the phone and dial your number is a conversion. If you offer visitors the chance to opt-in to your email list so you can sell them later – opting in is the conversion. Conversion is the action you want visitors to take when they come to your website. Here are the main concepts you should keep in mind when engineering a site that converts well.
Highlight What the Customer Cares About
This takes place the moment a visitor comes on your site. When people are surfing the web they’re in “filter mode”. They have an idea in their mind, something they are looking for such as a product or service they need, information they want, etc. You want it to be blatantly obvious that you have the products or answers to their questions the minute they hit your site. Rather than having your nav bar or logo take up the majority of the page and stand out more than everything else, you want their attention to be directed to a headline, an article or a product that proves to them that you’ve got what they want.
What Messages are You Sending?
Self-made sites are usually pretty obvious even to the untrained eye. Do-it-yourselfers aren’t intending to portray themselves in a negative way. Unfortunately the messages their visitors may very well be getting might go something like this:
- I’m just getting started, I have no experience even though my website swears I do. (Honest? Trustworthy?)
- I’m new in this business. Feel sorry for me and buy something. (Beggar? Poor me syndrome?)
- I have to do everything myself, I’m not a team player. (Egotistical? Arrogant? Hard to work with?)
- I can do this better than someone who’s been making websites for years. (Bossy? Know-it-All?)
- Any idiot can make a website. You don’t need a professional. (Condescending?)
Investing in a professional web designer will help you eliminate the counter productive messages you might just be giving to people. Think about it, if these adverse messages are what your visitors are getting, what chance of converting them do you have?
Keep Things Simple
Our world literally runs on instant satisfaction. Users don’t like to dig far for what they want because it takes time. We have become an incredibly impatient, lazy society. This is why you must to make your call-to-action simple, obvious and displayed near the top of the home page. Making these buttons a different color from the rest of the color scheme is highly recommended. If site is predominantly blue, don’t make your button blue. Make it green, red, purple or some other color so it stands out. Your site visitors shouldn’t have to look for your call-to-action button, it should be in their faces. You want it to be concise and to-the-point, showing them that you have their solution and all they have to do is click that button to get it. When they click that button they’re taking the action you want them to.
Prove You Care
If you want to give your website the best chance for maximizing your conversion rate, have it designed by a professional. Why? Because professionals know how to cure some of the most obvious mistakes uneducated do-it-yourselfers make. I’m not saying these people are stupid. The short answer is that they just don’t know any better.
Including things like your credentials, places you’ve been featured at, work you’ve successfully performed, accurately describing what makes you an authority in your line of work or business, displaying honest testimonials from those that have worked with or purchased from you and more will help contribute to the level of trustworthiness your visitors will find in you.
If you’re getting lots of traffic but not a lot of business, you really need to examine your site with these concepts in mind. Getting a flood of visitors doesn’t make sales, maximizing your conversion rate should be your goal.
Or if you’d rather — you can always just stand around wondering why your phones aren’t ringing, your contact forms aren’t being used and your bounce rate is soaring.