Branding matters. No one can argue that fact – especially when it comes to launching a new website. But, what happens when you’ve successfully made it through the painstaking process of choosing all of the right colors, perfect fonts, and flawless images only to discover that your website traffic is not converting to customers? Disappointed is an understatement.
Website design is much more than colors, fonts, and images. It is about strategically communicating a message from your business to your potential clients. They want an insider view of what it’s like to work with you, what to expect from your products or services, and why your business beats out your competition 10/10 times.
This article will walk you through 7 areas of website design that will help turn curious web browsers into paying clients.
What is a Conversion Rate?
The conversion rate is the percentage of your website’s visitors who complete a specific action while visiting your website.
A conversion could be a sale, but it can really be any aspect of your sales funnel. For example, it could be a newsletter sign-up, submitting a contact form, engaging with your online chat, calling your business, or requesting directions.
There are plenty of other conversion actions people can take on a site, but this should give you a feel for what a “conversion” is. Basically, a conversion is a measurable action that progresses a potential customer towards becoming a paying customer.
Google Analytics and other such tools can provide details about your traffic and conversion rate.
7 Reasons Your Conversion Rate Is Low (And How to Fix It Fast)
Now that you know what a conversion rate is, let’s talk about what you can do to improve your website conversion rate.
1. I like what you are offering but what do I do next?
People need clear, step-by-step instructions – also known as calls to action – in order to make the leap into purchasing your products and services. As a consumer, have you ever browsed a website just to get excited about the product but were left with no option to make your purchase? Where was the “contact us” button or even the “shop now” link?
Chances are you quickly moved on from this website and spent your money on a competitor’s product simply because their website guided you onto the next steps.
A call to action can be the difference between gaining a potential customer or losing out to your competition. Help increase your website conversion by providing precise, easy-to-follow next steps.
2. Is your website really safe?
The lockbox next to your website’s URL has never been so important. In a digital world where scams seem to be around every corner, potential customers are looking for ways to know that your website is safe and secure before entering their personal information. People want to know that your company is who you claim to be and an SSL Certificate can do just that.
An SSL Certificate certifies the legitimacy of your company and initiates a secure connection. This verification of your credibility goes a long way in giving people the confidence to convert into loyal customers.
3. What are people saying about your business?
Put yourself in the shoes of your customer. Would you rather read about why a company is worth investing in from a paid marketer or from a person, who just like you, was looking for a solution and found success by using said company’s product or service?
Marketing matters but testimonials carry more weight. Let your customers brag about you using everyday language as opposed to fancy, sometimes over-the-top marketing jargon. Listen to your current customers and highlight what they have to say on your website – they just might be the reason you convert your next client.
4. A responsive site is crucial for your conversion rate.
If you are like most Americans, your cell phone is your go-to source for internet browsing. Have you ever found yourself frustrated when a website isn’t displaying correctly on your mobile device? Let me take a guess. You probably tried re-loading the website a time or two before moving onto the next website – more than likely a competitor of the first company.
Don’t lose out on paying customers simply because your website was not built for mobile. Optimize your site so that it displays correctly on all platforms and let your mobile woes be a thing of the past.
5. What makes your company stand out?
Potential customers are bombarded with advertisements every day, not to mention they have the whole internet available to them at the touch of a finger. A quick google search will populate the exact product or service they have been looking for typically being sold from several different companies.
Don’t be discouraged by this. Rather, see it as an opportunity to communicate what makes your business stand out amongst the noise of competition.
How do you rise to the top by successfully converting your website traffic? You have to communicate your unique value proposition. In other words, customers need to know what makes your company special and why you are worth their investment of time and money. Speak plainly and honestly. Potential customers want to know who you are, what makes your product special, and why they should make the purchasing plunge.
6. Patience is fleeting – your website is too slow!
Your potential customers are busy and don’t have the time or the patience to wait for your website to load. Consumers continually abandon sites that don’t display quickly enough and will likely never return to the website.
Slow load times should not be the reason your website traffic is not converting. Increase your customer base by speeding up your website’s load time.
7. Who are you marketing to?
Your content might be spot on but are you getting it in front of the right eyes? Remember your ideal audience when you are crafting your message and don’t forget to ask yourself where your potential customers are browsing.
Marketing to a 15-year-old high school student is very different than messaging tailored to the interests of a 50-year-old businessman. Carefully think through who your potential customers are and frame your copy accordingly. There are few things worse than having an exceptional product but ruining your website conversion by use of misguided messaging.
Overwhelmed? Make It Count Creative Solutions would love to help.
You’ve already made it through the hardest part – you’ve established a business that’s worth sharing. Now it’s time to increase your website conversion by turning the curious into loyal customers.
I would love to partner with you to create a beautifully designed website that seamlessly offers all of the features listed in this article. I can expertly guide you through creating meaningful content that speaks to your potential customers while increasing your website’s security, speed, and mobile functionality.
Want to know the cherry on top? I can help you position your business in a way that leaves your competitors asking how you continually win new business.
Ready to see a significant jump in your website conversion? Contact me today to get started!