Everybody wants to have a very effective website. An effective website is one that drives leads. It certainly doesn’t work for your company or your team if you have a website that doesn’t “pulls its own weight.” So, let’s take a look at what the problem might be and discuss some great ways to improve your website’s conversion rate.
When you go over your website, you might think that everything is as it should be. It looks outstanding, you’ve got some fabulous photographs, there’s a complete list of all your products and services, and it’s got all the important information, so people know who you are and how to get in touch with you. So, what’s missing?
SEO IS POWERFUL
Search engine optimization (SEO) is a very powerful tool in gaining conversions for websites. Less than half of commercial websites use SEO practices even though it has a tremendous impact on how effective their website will be. An effective SEO program is not a simple approach like it was a decade ago. Now an effective SEO program uses an array of tools to push your website to the top of the first page in a Google search. As far as capturing customers using the Google search engine, the first page is the only page that matters.
THE FUNDAMENTAL ISSUE MIGHT BE…
If you had the world’s best website, and you don’t have any visitors, it’s just like not having a website at all. If your site isn’t showing up on the first page of a Google search result, then nobody sees it. It’s not that they dislike it; they just don’t know it exists. You need to take the excellent content that you work so hard on and optimize it for the Google search engine. If you can optimize your website so that Google believes it worthy of being on its first page, you will have completed the first step in getting new customers through to your website.
Here at The Click Depot, we can easily do a free SEO audit on your website. When we do this audit, we will be able to tell how you are interacting with Google’s web crawler. That will help us figure out why you’re not ranking in Google’s index. We need to have a base of understanding before we know how to fix the problem. This base of understanding would be especially helpful for local SEO. Companies that are independent or have just a few locations can take advantage of Google’s new local SEO effort. Including local keywords is one of the first things you should do to rank highly on Google’s local SEO. These keywords are called long-tail keywords and typically would include the city, the county, and other local words. Search terms such as “Best mechanic in Springfield” or “biggest selection of tennis rackets near me” immediately inform Google’s crawler that they are a local searcher, and you will show up as a local company. Local SEO is especially important because people that search for these kinds of terms are looking to purchase immediately.
Another thing you should check is the time that it takes for your website to load. Slow page speed issues are one of the biggest problems for website owners getting a high-ranking spot on Google. Google’s entire focus is to provide its customers with an enjoyable experience. Because of this, they rank websites lower if they are slow to load. To increase the loading speed of your website, check to make sure that all of the graphics have been web optimized. All of the photographs should be the smallest file size possible while still delivering an acceptable picture on your website. Also, optimize any videos that you have so they have the smallest footprint and still work for your site.
MOBILE DEVICES RULE
Be aware that Google’s mobile-first index now favors sites designed for mobile devices. Traditionally, websites have been designed for full-size computers or laptops. But Google has changed that game. Going forward, if your site is not optimized for mobile devices, Google will not rank it highly. They have adopted this new approach because most searches come from mobile devices. That trend is going to increase as we move into the future. If your site takes too long to load or doesn’t display correctly on a mobile device, your customer will move to another site. And remember, there are unlimited websites on the internet, and if yours takes too long to load, then your visitor will leave.
You can check if your site is mobile responsive with our free Mobile-Friendly Analysis Tool.
Another issue that commonly bounces website visitors is the contact form. If you have an adequate number of people visiting your website, but your conversions are too low, take a look at your contact form. When designing a contact form, only include fields for “absolutely needed” information. With the power of Google Analytics, and the Facebook pixel, there is a lot of information we do not need to collect. All fields on a contact form need to be for critical information. Extra fields should be considered barriers to your visitor’s conversion. The contact form should also be very clear as to the deliverables. Answer the age-old question: Who, what, where, when, and how. Also, remember that people are very wary of giving away their personal information and need to know what you’re going to do with it.
TEST AND THEN RETEST
Test out different contact forms with different people. Ask people who are not familiar with your website to complete the contact form. If it is inconvenient to friends and family, put together a focus group. Gather their feedback and make appropriate corrections. If you have removed all the unnecessary fields, try different layouts and different graphics. Run A/B tests and choose the highest performing form. And then test again. Also, test out the placement of the form on your website. Commonly accepted practice says that a contact form should be located “above the fold” for the best results.
Something as simple as the location of the form might be the reason for visitor flight. It would be a shame to guide a new visitor through all the steps of your sales funnel just to have the contact form scare them away at the end. What a waste of resources!
CALL TO ACTION – CLEAR AND COMPELLING
The final step – your call to action (CTA). Any Call to Action must be very clear. Your visitor must be able to clearly understand what is going to happen when he takes the next step. Is he or she purchasing something? How is it going to be delivered? Is it a downloadable resource? Are you going to ship it? How are you going to use their information? Explain the process, so there are no surprises.
The offer on a Call to Action needs to be very compelling. Repeatedly show the value. Your web visitor needs to quickly understand and appreciate the value of filling out a form, giving you his information or taking the next step in the conversion process. Provide them with an affirming message, so they don’t back out at the last minute. We have all heard of “abandoned cart syndrome.” Failure to do these steps could be scaring away your visitors resulting in a much lower conversion rate.
PROVIDE MULTIPLE WAYS TO CONVERT
We all love our well-designed funnels. When we are in the funnel design phase, we try to anticipate the customer’s thinking process as he goes through our funnel. But not everybody has the same approach to life. People have different ways of thinking and different processes for making a decision. Most customers follow a linear progression in their decision process. However, some customers simply want to get to the end of this process and purchase your product. And there are those customers who will go halfway through the process and give up. They have seen enough, and they want to convert. Provide a way for each type of web visitor to convert during any point in time in the funnel.
In marketing, this is commonly referred to by the acronyms: TOFU, MOFU, and BOFU (top-of-the-funnel – TOFU; middle-of-the-funnel – MOFU, bottom-of-the-funnel MOFU). When designing your funnel, take into account that a certain percentage of your buyers will not fit into the traditional bottom-of-the-funnel scenario. Many conversions are lost because people don’t accommodate customers with inconsistent thinking.
YOUR WEBSITE CAN CREATE CUSTOMERS
It’s a problem if your website is not generating conversions. For most business websites, the goal is to turn a total stranger into a customer. If that’s not happening for you, give us a call at The Click Depot. We have been creating effective, reliable websites for years. Call us today and talk to one of our experienced website consultant .