Throughout the years I’ve discovered there are two tiers to increasing your website conversions. These are ideas you can implement yourself with a CMS (content management system) or a Web company.
The first tier is the basics. These are edits you can make in less than a day to quickly increase your conversions. Think like a consumer. Be sure your navigation and copy quickly highlight the scope of work you do and what you’d like visitors to do next.
Ensure your phone number, email address, showroom address and other contact information appears on every page. Consider adding them to your header and having them in boldface or in a larger font size. Add multiple calls to action on your website. Go beyond “call us”; invite them to visit your showroom or attend an upcoming seminar. You also can consider adding a “live chat” feature to answer visitors’ questions in real time.
The second tier will take more time but will take your conversions to an even higher level.
Google Analytics Spend some time reviewing your analytics. You’ll learn which keywords people are using to find your site along with where they navigate and even exit your site. Use this intelligence to leverage your most popular pages or make changes on the pages where traffic and conversions are weak.
Landing Pages The key to effective landing pages is again to think like a consumer. Remember, visitors and search engines tell you exactly what they’re looking for. I see many companies sending their advertising, email or social media traffic to their home page, which is a missed opportunity. The best landing pages look and feel like one page is the entire website. They go deep into a topic/scope of work, are clean, include relevant images and have clear calls to action, including scheduling a consultation or asking a question via a live chat feature on your site.
Downloads Regardless of how optimized your website is, not everyone will become a buyer. Although this may be frustrating, you can use it to your advantage and give nonbuyers something interesting to download. Some examples of topics you may consider offering as downloads on your website are “Three secrets to save money on window replacement,” or “Top bathroom trends.” Follow up with every person who downloads via email or with a phone call to ask whether they found the information helpful.
Engagement The days of websites serving as static corporate brochures are long gone. Make your website interactive and engaging. It will allow you to show your personality, expertise and, most importantly, be real and transparent. There are several ways to create great interaction. Don’t just show before and after transformations or a gorgeous portfolio of your projects. Consider launching a blog to discuss a few real projects and highlight them from design and construction perspectives. This gives visitors an opportunity to see what it’s really like living through construction.
Video Testimonials Consumers prefer seeing and hearing stories from real clients instead of reading a few sentences. They want to see their faces and emotions about their experience with your company.
Go Social Don’t limit engagement to your website. Connect with potential customers on social media sites, such as Facebook, Houzz, LinkedIn, Pinterest, Twitter, etc. If you have limited photos, start with Facebook and Twitter. Those are great sites to showcase your corporate personality. Start by adding your circle of friends and good clients; then grow from there. If you have extensive project photos, start with Pinterest and Houzz. Both of those are photo-centric and allow you to showcase the details in your work.
Your Copy Matters People scan Web pages. Visitors tend to only read headlines, subheads and photo captions. Your headlines should give the visitor clear benefits. Be sure to write them for your target client and know who they are, what’s most important to them, what matters and what you want them to do next. Write emotional copy that taps into the limbic system of the brain. Think of headlines and subheads that give them peace of mind or solutions; make something easier, fun, inspiring, etc. Here are a few ways to frame a good headline or subhead:
- Benefit-oriented statements:
How to [insert benefit] and [insert related benefit].
Example: How to double your living space and love your home.
- Solution-oriented statements:
Get rid of [problem] once and for all.
Example: Get rid of wasted living space once and for all.
- Ease statements:
Here’s a quick way to [solve a problem].
Example: Here’s a quick way to increase your home’s value for less than $2,000.
Following these steps can lead to increased Web traffic and more online recognition for your company.