The purpose of your website is to turn your visitors into prospects. You want to share a little about you and the products or services you provide, but you also want to educate and inspire your website visitors to register their interest in some way. For many businesses that involves getting visitors to book a call, fill out an inquiry form, or opt-in for your lead magnet.
But no matter what goal you have for your website, you want it to work. You want it to be a highly converting website. According to this article by Neil Patel, 96% of website visitors aren’t ready to buy, and you only have between 0-8 seconds to attract them to your business.
So your website must be designed to convert. So here’s what you need to do, to make that happen.
Know your Unique Value Proposition and make it clear
Initially, you want your website visitors to be clear on what they get from being interested in you. Why should they pick you? What will they gain from knowing more about you and spending a little time on your site? When you’re clear on your Unique Value Proposition (UVP) you can answer those questions on your website and help your visitors know what makes you different and why they should care.
Keep things simple on your website
One of the traits of a highly converting website is simplicity. You want to keep everything as simple as possible – from design and layout, through to text and navigation. Don’t go text mad and keep plenty of white space on your website. Not only does it cut down on the reading, but it also helps make your website visually appealing too. And this means they’ll want to spend a little more time on your site.
If you want a highly converting website, know the purpose of your website
Be clear also on the main focus of your site. Are you looking to build your mailing list or get discovery calls booked? Maybe you want to be seen as the primary source of information on your particular niche, or be seen as the expert? When you know what your main focus is, you’ll be clearer about how to design your website to fulfil that need.
If you want a highly converting website, include social proof
One area you can’t neglect is that or social proof. You need to be sharing testimonials, case studies and reviews of your business and your products or services. People want reassurance that you can do what you say you can – they want results – and social proof will help confirm this and convert them to buyers.
Make navigation easy and straightforward
If you want a highly converting site, you need to make it easy to find what they need! Keep your navigation simple and have it in a prominent place.
Take the visitor on a journey
The better you know your customers, the easier you’ll find it to understand their journey. You can then ensure your website helps recreate that journey and is designed to take them to the next stage.
A highly converting website will have noticeable calls to action
That next stage is often an action of some description. It could be to click a button to read more, to enter their name and email address and opt-in for your lead magnet, or to simply follow you on your main social media channel. No matter what you want them to do, you need to tell them – with noticeable calls to action.
If you want to increase conversions, keep your forms short
Talking of lead magnets, you need to also keep your capture forms short and straightforward. The more info you want, the more you’ll turn visitors away. So if you’re looking for a high conversion rate, stick to asking for just an email or email and first name.
[Remember, you’ll also want to set up a lead nurture email sequence, to follow up with those who opt into your lead magnet!]
Focus on one thing per page
If you’re looking to keep things simple and you want your website to be high converting, make sure you focus on one thing per page. That’s one specific call to action, one purpose for a page, and one reason for writing that blog post.
Use visuals wisely
Finally, a highly converting website will use images wisely. You want photos that resonate with your ideal audience. Preferably, you’ll want them to show how they’ll look and feel, once they’ve bought from you. Show images of your products, course materials and bonuses if you can – and if possible, look to use client photos with your testimonials and reviews etc.
The purpose of your website is to turn visitors into prospects – achieve that consistently and you’ll have a highly converting website. But as the points above make, there are so many things you can implement, to help that along.
So if your website isn’t currently converting, make a list of improvements you can make. But if you find the whole thing a little overwhelming or confusing, why not take a look at how my Winning Websites package may be the solution you need.