How to make your website converting better is a difficult question which most of the companies are facing in some point. First things first, need to increase the traffic to the site.
SEO is a tool for improving your rankings and in that way increasing the traffic to your site. The point is not to just get whatever traffic to your site, you should target to increase the converting traffic, people who are actually interested in buying your product/service.
Proper keyword research is in place to figure out what are the most converting keywords, and then optimizing the website for those keywords. As I mentioned before in the article SEO for small businesses, don’t be too eager and try to rank for a large number of keywords, unless you have an unlimited marketing budget.
But how to make that traffic to do something – buy, or sign up, or call – when they are finally in your wesbite?
I saw a good presentation from Phyllis Nichols of Sound Advice Sales about How to Improve Your Website Conversion Rates and decided to lift up some points from her presentation.
(You can see the full presentation video and read the article from here)
According to Phyllis, conversion is really helping your visitors to take the appropriate next step.
First of all, you need to know your audience. What appeals to your audience? What kind of images, vocabulary and terminology you are using, images, colours… All of these has an important role. It certainly makes a difference in your terminology if you are trying to sell for a 15-year-old or 40-year-old.
What about if a person comes to your website in the middle of the night when you are most likely sleeping? Is he/she able to interact with your website? Can he/she learn something? What keeps him/her thinking about your site still the next day?
When a person lands on your page you want him/her to feel that he/she has come to a right place. The first seconds are important, because the person is most likely to do either conscious or subconscious decision within the first 3-4 seconds if he/she came to the right place. So make sure your headline is appealing, also the first sub-headline and the following first sentences.
You shouldn’t have too much text on your homepage. The rule of thumb could be 2 paragraphs with 3-4 sentences on each paragraph.
Don’t put all the information to a one place. It is common that if people see a lot of text on one page they don’t bother to read it, they rather move forward. In worst case, to another website. Try to divide the text between different pages so your visitors will actually move around in your site and stay longer there.
Some more things you should avoid are bad contrast or too small font size, confusing or irritating elements and failure in navigation.
What is great content then?
It is a content that is solving your clients’ problems and matching expectations, updated often so it stays current, and it is giving a reason for a visitor to come back. Remember that people often want to get evidence that the information is credible, they want to know who is behind the website, and they want to make a connection.