By Ryan Files
Websites are meant to bring you new leads. It’s critical when creating or redeveloping your website to keep the idea of driving new leads in mind from the very beginning. What is important for your prospects to learn about your company right away? What are some different ways they like to consume information? And most importantly, what are the ways they indicate to you that they might be interested in doing business with you?
There are four things to keep in mind when considering making changes to your website so that you can more effectively convert today’s visiting traffic into tomorrow’s paying customer:
What are meaningful customer interactions you want to measure on your website?
Good websites allow potential customers to give you different “buying signals” that they’re interested in your products or services. Google refers to customer interactions as “conversions.” Google also thinks of big, obvious buying signals as MACRO conversions – things like phone calls, someone filling out an inquiry form for more information, people clicking “get directions,” and so on.
However, it’s also important to consider and measure smaller, more subtle buying signals Google refers to as MICRO conversions.
Over time, multiple micro conversions are an indicator that a macro conversion is on the horizon, so that’s why it’s important to track them.
Examples of micro conversions include a site visitor reading multiple blog posts, signing up for your Newsletter, spending considerable time on your site or watching a company video to completion.
Making conversion-based modifications to your website is crucial in turning prospects into customers
Keep in mind that it’s imperative that your site tells very simply what you offer. You want a customer to know how to contact you within the first 10 seconds on your site. However, many times you don’t have to build a brand new website in order to drive more customers. Rather, consider modifying your existing website to provide many different calls-to-action on as many meaningful pages of your site as is reasonable.
The biggest mistake people make is thinking their website is “just fine” how it is. It might be that your site is lovely, employs beautiful graphics, and flows really well. However, if your website isn’t designed to convert people to take action, you’re really missing out on opportunities to measure how you’re moving prospects through the buying funnel. Keep in mind, what can be measured, can be improved.
You must constantly ask yourself the question “what outcome am I trying to drive?” If you want phone calls, you need click-to-call buttons on every page. Are inquiries important to you? If so, then form submissions need to exist on multiple pages. You could even consider integrating a “request more information” button into a floating header that never goes away, regardless of what page your prospect is on. And don’t make your prospects go to the Contact Us page to make a phone call – add a “call now” web-activated button in your floating header.
Give people options so they can reach out in the way that works best for them. Live Chat, form submissions, get directions, phone calls, and so on. When you give multiple conversion opportunities, you’ll experience a drastic increase in the amount of leads you are receiving from your website.
It’s all about the mobile experience
Did you know that over 70% of all website traffic is from mobile devices? Many times, I will look up a phone number on my cell phone. What I’ll find is a number that I can’t click on to call that business. In this day and age, you’ve got to be functioning with a “mobile-first” philosophy. Creating your site for use only on a desktop computer just doesn’t cut it anymore.
When I help clients place focus on conversions FIRST, their overall conversion rates can more than double. If they were getting 10 phone calls with their current website, they could receive 20 phone calls with the exact same traffic volume if they’ll just place focus on conversions!
In addition – videos are extremely helpful in driving conversions. We’ve found that you can have lots of quality content on your site, but if you put a video at the top of the page, Google Analytics data has shown that people will watch that video before reading any content.
Adding value to their visit
Finally, you want to make sure that your website contains what I call “value creators”. Great examples of a value creators are testimonial videos or blog posts written about information your prospects would find useful. The more value creators you have on your site, the more trust you can build with your prospects.
It is our hope that this article is helpful in understanding the importance of structuring your website for conversions. We would love the opportunity to do an evaluation on your website and make suggestions for how it can become a lead generator for your business, so reach out to us today. Or for more information on setting up your website for conversions, take a look at this video of our CEO Scott Bell for further tips and tricks.
Bell Media is a leading digital marketing agency that is focused on delivering desired business outcomes for clients. We are a Google Premier Partner, and a 3X Inc 5000 Company, with offices in Montgomery, Birmingham, Nashville, and Houston. We consult with businesses to determine where they want to go with their businesses, and then recommend the best product mix to help them achieve their goals. Check out more of our thought leadership in the Blog section of our website.