As a business owner, you’re likely always looking for ways to increase your bottom line. This means that you need to ensure that your website secures plenty of conversions.
In this article, we’re going to outline how you can boost your conversion rate by building your website in the right way. Let’s get started.
It’s important that you target the right keywords with your website copy. This will ensure that your website ranks for the right queries on search engines, helping you reach the right people and make you more sales. This means that it’s vital you optimize your core pages with the most appropriate keywords — this includes your category, service, and product pages.
So, it’s time to conduct some keyword research. Head to a keyword research tool like Google Keyword Planner with a list of words and phrases related to your business. Plug them into the planner, and Google will offer you a list of keywords based on their competitiveness, or how hard they are to rank for, and their average monthly search volumes. Weave these keywords into your copy, your titles, your headers, and the like. This will help boost your search engine optimization (SEO) and attract more relevant website visitors that will be interested in buying your products!
Need more help? Take a look at some of the keyword research services offered by Loganix — we can help you optimize your core pages, write SEO-friendly content, and more.
Let’s take a look at a well-optimized homepage for inspiration.
Wayfair, a furniture retailer, has a series of well-optimized category pages. On their outdoor furniture page, for instance, they integrate keywords into the copy about all of the different types of products that they offer.
People who search for outdoor lighting, outdoor decor, outdoor furniture, and the like all might then be directed to Wayfair from a Google search as a result. This makes things easy for the website visitor, as they can quickly find their preferred products. On your website, be sure to incorporate keywords into your category pages — this can ensure that the right people are directed to your website, which can lead to more sales.
A lot of companies focus on optimizing their service and product pages, as well as their content, but neglect to use these strategies for their homepages. Your homepage is like the storefront of your website — it’s often the page people land on first, meaning you need to put plenty of effort into getting it right if you want to earn more conversions.
On your homepage, the most important thing you can do is ensure that it’s as easy as possible for people to take the next step. You can do this by providing a sophisticated search tool, pointing people in the right direction with a strong call to action, or making it easy for people to contact you with questions or concerns.
Let’s take a look at a few websites that have well-optimized homepages.
My Visa Source, an immigration law firm, has a very well-optimized homepage. Right off the bat, it’s clear to the website visitor what this business is all about — My Visa Source can help you secure visas to America and Canada.
From there, it’s very easy to take the next step — if visitors want to learn more, they can simply click the relevant destination button. Otherwise, they can make a phone call to the appropriate office. On your website, be sure that you offer multiple ways for your customers to take the next step with your business — this can help increase conversions.
Bizango, a digital design and marketing agency based out of Seattle, has also made the most of its homepage. They outline what different services they offer, provide examples of their work, and more.
A quick scroll through outlines just about everything someone needs to know about the business and can get new website visitors interested. At the bottom of the page, there’s also a contact form where a reader can quickly and easily fill out their information in order to take the next step with Bizango. On your website, be sure to use your homepage to tell visitors what you do and how well you do it, as well as provide them with a way to take the next steps with you — it will bring in more sales!
People tend to trust word-of-mouth recommendations over marketing, so it’s a good idea to ask your customers for testimonials and reviews that you can publish on your website. These will show that you’ve done a great job for your customers in the past and will build a sense of trust with new clients.
If you run a service-based business, it might be helpful to reach out to clients and ask them for a review personally. Service-based businesses are often better served by longer testimonials and reviews; ask your past clients personally if they’d be willing to write a quote or be interviewed for your website. This will show prospective customers that you have positive relationships with your past clients.
If you run a product-based business, star reviews are a good way to help your website visitors compare your different products directly. To secure these reviews, consider sending out post-purchase emails to ask for reviews. As an incentive, you could offer a small discount to ensure that they leave a review. Seeing that you have a high star rating can help encourage prospective customers to make a purchase.
Let’s take a look at a few examples of businesses using this strategy for inspiration.
iCASH Canada, a financial services provider, showcases reviews on their direct lending service page. As you can see, iCASH not only highlights the prominent brands that recommend their services, but they note that 4.9 out of 5 customers would recommend these services to friends and that they have a 5-star rating.
This is a great way to quickly show website visitors that iCASH is a trusted financial services provider. On your website, consider compiling these types of statistics in order to boost conversions and build trust.
Grace Themes does something similar on their service page for their WordPress website templates. At the bottom of the page, there are a series of reviews from happy customers outlining what they purchased and why they’re so happy with what was delivered.
On your website, make sure that your reviews are very easy for website visitors to find — this will help you earn more sales!
A call to action, or CTA, is a word or phrase, usually separated by a button, that tells website visitors what to do next. It’s a really important part of your web design! “Sign up”, “start your trial”, and “add to cart” are all examples of simple but effective CTAs. Sometimes, a customer just needs to be told what to do next and having a strong CTA can help you boost your conversion rate and push customers through the sales funnel.
Here are a few tips for creating a strong CTA:
Let’s take a look at a site that has a strong CTA for inspiration.
Edith Cowan University, an online university based out of Australia, has a great CTA on their webpage for their Master of Cyber Security program. To the right of the page, you can see just how easy it is to take the next step with ECU — simply plug in your information to download a course guide. The CTA here says “download a course guide” and it’s attached to a form where the reader can provide their interests and contact details. Not only does that incentivize the user to take the next step with ECU, but it gives the university valuable contact information they can use to stay in touch..
On your website, it could be helpful to mimic this — offer something like a free guide or eBook and attach it to a CTA. This will stand out and lead to more conversions.
Creating helpful content can boost your SEO, drive more traffic to your website, build trust with customers, and ultimately get more sales. Think about how you can add helpful articles to your blog. Check-in with your customer service team and see if there are any questions or concerns they frequently get, for instance. Basing your content on these questions or pain points will show that you understand your audience and build up trust. Plus, it’s a great way to come up with helpful ideas for blog articles!
Let’s take a look at some websites that have published helpful content on their blog for inspiration.
FreshBooks, an online accounting software program, has a very helpful article on how to write an invoice letter. The article covers what to include in the letter, how to format it, and more. It’s a helpful article that can encourage website visitors to download their free invoice templates or subscribe to their accounting software. On your website, think about how you can create helpful content that soft-sells your products or services. It’s a great way to draw in new customers!
Blue Apron, a meal kit subscription service, does something similar on their blog. They have a series of helpful recipes and how-to guides to help their customers become better chefs. This particular article discusses the benefits of using rubs and marinades for grilling and offers a quick recipe for both.
If people are searching for this type of content online and they come across the Blue Apron website, they might be interested in their meal kit services.
On your website, think about what helpful content you could provide to your prospective customers in order to convince them to get started with your products.
If prospective customers have a question or concern, they’ll want to get in touch with you. If it’s difficult to do this, they’re likely to leave without making a purchase. So, be sure to provide several contact options and make them easy to access!
There are a lot of different types of customer service channels that you can use, but you don’t need to implement all of them! Email, phone, live messaging, and social media DMs are all different types of channels you can use. That being said, your customer base might be more interested in some of these channels than others, so consider surveying your customers in order to see what they prefer. You might find out that older customers prefer phone customer service, while younger customers prefer social media, for instance.
Let’s take a look at an example of a business that implements its customer support services well.
For instance, Four 19 Properties, a real estate agency based out of Texas, makes it very easy for prospective customers to get in touch.
On their Dallas home selling service page, for instance, they have a simple form where a website visitor can plug in their information and get a cash offer. A reader simply enters their information and then will be contacted by Four 19 Properties with a cash offer on their house.
Because it’s easy to use and clear to the viewer what they will be getting, it can help lead to more conversions.
Full Spectrum Marketing, a marketing agency based out of Ohio, does something similar on their contact page. They have a simple form that gathers a user’s basic contact information and their general inquiry. This makes it very easy for a user to get in touch or set up a meeting with Full Spectrum Marketing. On your website, consider using a contact form like this to draw your customers in and get them to meet with you. When you call them back, the personalized touch will help convince them to work with you!
On your website, make sure that your product and service pages make it simple for customers to contact you — clear forms like this will help boost your conversion rate.
A poor checkout experience is one of the biggest reasons that shoppers abandon their carts. 26% of customers say that, if this process is too long or complex, they tend to leave without purchasing. Fortunately, there are a lot of different strategies that you can use in order to improve your checkout page.
Here are a few tips that will help you get your checkout page right:
Implementing these tips with your checkout process will help customers get through it quicker and without any hassle — this will help improve your conversion rate.
There are a lot of ways that you can improve your website to get more conversions. In this article, we outlined how you can create content, optimize your core pages, improve your checkout process, and more. Take a look at your website and see what needs some improvement!