Your website is like the storefront of your business — you want to ensure that yours is working hard to make you as much money as possible! In order to do this, you want to have a high conversion rate; this is the percentage of people that take your desired action after reaching your website. This number could include newsletter signups, purchases, giving you their contact info, and the like.
There are a lot of ways that you can ensure that your website is optimized to increase your conversion rate. In this article, we’re going to outline different tips to help you improve yours.
Let’s get started.
Review your copy and ensure you’re targeting the best keywords
To start, you need to ensure that you target the right keywords with your website copy. This will help to boost your SEO and ensure that your website ranks for the right queries so you reach the most suitable people and get as many sales as possible!
To find the best keywords, 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. When you input these, Google will then provide you with a list of related keywords based on their competitiveness, or how hard they are to rank for, and their average monthly search volumes.
Take a look at these results and see which keywords will best fit into the copy of your different core web pages. Choose keywords that are relevant to the underlying theme of your page — this will help you bring the most appropriate searchers to your website, thus helping to boost your conversion rate. Weave your chosen keywords into your titles, headers, and body copy, but be sure to avoid targeting the same keywords across multiple pages, as this can confuse search engines and be detrimental to your rankings.
Use effective calls to action to motivate people to buy
A CTA, or call to action, is a word or phrase, often separated by a button, that tells the customer what they need to do next. Sometimes, people just need an extra push to figure out what to do. So, you need to have CTAs across your website, wherever you want your customer to take action. “Leave a review,” “try for free,” “shop now,” and “add to cart” are all examples of strong CTAs.
Here are a few tips to keep in mind when creating your CTAs, which will help you boost your conversion rate:
- Use a strong action verb
- Get creative with your copy
- Tap into your customers’ FOMO
- Offer a free trial or discount
- Use contrasting colors for your CTA button
- Use different CTAs to target different types of customers
Let’s take a look at a few examples of websites with strong CTAs for inspiration.
FreshBooks, an online accounting software company, uses a strong CTA that makes it clear to website visitors what they need to do next.
As you can see in the image above, there’s a place for the visitor to plug in their information, then they can then simply click “Try It Free” to activate their free trial. The combination of the bright green button and the offer of a free trial is what makes it such an effective CTA; it’s clear to the visitor what they should do next, and they have an incentive to take that step. Plus, by asking for website visitors’ contact information in exchange for the free trial, FreshBooks will find it easier to stay in touch with their prospects, which will ultimately lead to more conversions.
On your website, think about how you can showcase free trials or deals with your CTAs. This can help draw in more conversions!
ABC, a broadcast television network, has strong CTAs on their homepage as well. Their header images feature a variety of their different TV shows with CTAs that show the website visitor where to click to watch. In the example above, the CTAs say “Watch Now”, and similar CTAs rotate throughout each show header. This is an effective strategy for increasing conversions — multiple CTAs direct different fans to a specific streaming service or section of the website in order to get more views.
On your website, create CTAs that target different types of customers and send them directly to the place where they will convert. Pointing them in the direction will help you to make more sales.
People tend to trust word-of-mouth recommendations over marketing, so it’s a good idea to ask your customers for testimonials or reviews so you can publish them on your website. You can also show off any media mentions that you’ve received as a form of social proof! This will show that you’ve done a great job for your customers in the past and will help you build a sense of trust with new clients — this can then increase your conversions.
Keep in mind that different types of businesses will be best served by different types of reviews. Product-based businesses, for instance, will do well with star reviews so a website visitor can compare products directly. You can gather these types of reviews by sending out post-purchase emails to your customers asking for their thoughts. Consider offering a small discount as an incentive!
If you run a service-based business, consider gathering longer-form testimonials, quotes, or video reviews. Reach out to your past clients and see if they would be willing to offer a quote or do a short interview with you about your services. This will provide future clients with more context about what you do and how you can help them. .
Let’s take a look at a few different ways that businesses have displayed social proof on their websites for inspiration.
Lawyer SEO Pro, a marketing firm tailored specifically to law firms, is a service-based business that highlights testimonials well on their homepage. As you can see in the image above, there are several different clients that have offered their insight into Lawyer SEO Pro’s expertise, digital marketing knowledge, and more.
There are a few things to note here: first, each testimonial has a headshot and an attached LinkedIn page. This adds a sense of legitimacy to the reviews because website visitors can head to LinkedIn to learn more about the people leaving them. Additionally, since they are longer testimonials, they add more context about what the past clients’ needs were and how Lawyer SEO Pro was able to help.
If you run a service-based business, consider displaying long-form testimonials on your website to show off what you can do. Digging through your LinkedIn recommendations, as Lawyer SEO Pro has, can be an excellent method of gathering testimonials that can help you get more conversions.
Aerial Wakeboarding, a watersports supply retailer, highlights their reviews a bit differently. If you scroll down to the bottom of their wakeboard towers category page, you can see some of their products and the star ratings they’ve been given by past customers.
Star reviews like this offer a great way to help customers compare different products and see the quality of the items you stock.
If you sell a lot of products in a certain category, consider having star reviews to help your customers better make decisions, as it will lead to more sales and happier customers.
Create helpful content for different stages of the buying journey
People at different stages of the buying journey will have different needs, which means they’ll be typing different queries into search engines! So, you should be creating content with this in mind. For instance, some people might not even know your services exist, even though they need them. Others might know they need products like yours but are weighing up their options.
There are three main stages of the buying journey: awareness, consideration, and decision-making. On your website, you need to target all of them with content! This will help improve the overall user experience of your website.
To target people in the awareness stage of the buying journey, think about what content you could create to first introduce customers to your brand and what you do. Informational pieces about your industry or how-to guides can be helpful for this. For the consideration stage, create comparison pieces that highlight the different products and services you offer or buying guides that will help a reader weigh up the pros and cons of their different options. To target the decision-making stage, consider offering introductory videos and webinars or free trials to give website visitors the final push to convert with you.
Let’s take a look at examples of web content that has been designed to target people at different
stages for inspiration.
H Clinical, a clinical research company, has great content on their therapeutic areas service page that targets customers at the consideration stage of the buying journey.
The page discusses every clinical area that H Clinical can provide support for, including vaccine studies, neuroscience, dermatology, and more. Institutions looking for a provider to help them execute clinical trials can come across this page and see that H Clinical is a trusted research expert in a variety of different fields. This piece of content shows off just how skilled H Clinical is in a variety of fields, making it easier for website visitors to make a decision.
On your website, consider what type of content you could create to target customers at the consideration stage. Outlining your services and writing buying guides or comparison pieces can help you do this and increase your conversions.
Moz, a digital marketing company, targets potential customers at the awareness stage of the buying journey in their how-to guide to calculating SEO return on investment.
The article discusses how to determine page value, monitor your eCommerce settings, and make better strategic business decisions. People who come across this article might not have even considered that they need to track their ROI for their SEO, but this article by Moz walks them through how to determine it. The article is great at informing potential customers and targets people at the awareness stage of the customer buying journey — people who find this article helpful might be interested in Moz’s services, thus boosting their conversion rate.
On your website, think about what articles you can write that will educate people about your products or services. This will target people at the awareness stage of the customer buying journey and help increase your conversions.
Make it very easy for prospective customers to get in touch
If prospective customers have a question or concern, they’ll want to get in touch. If it’s difficult to do this, they’ll be likely to leave without making a purchase.
You should provide a variety of contact options depending on what your user base prefers. Email, phone, contact forms, live messaging, and direct messaging on social media are all options, but keep track of what your customers like the most by monitoring which channel receives the most inquiries. You could send out a survey to gather this information, as well. You might find out that older customers like email or phone customer service, while younger people prefer live messaging, for instance.
You also need to ensure that your customer service options are clear to anyone that comes to your website. Let’s take a look at a few different businesses that implement this strategy well.
Florin Roebig, a trial attorney law firm based out of Florida, makes it very easy for prospective clients to get in touch on their car accident attorney service page.
As you can see, there are two very clear and easy ways for a website visitor to get in touch. There is a CTA that website visitors can click in order to speak to a specialist or, at the top of every page, there is a 1-800 number they can call. Because people are able to choose the communication channel that they’re most comfortable with, this is sure to lead to more enquiries and conversions for the company.
On your website, be sure that you have your contact options visible and available, even on your product and service pages. This will ensure that website visitors know where to go if they have a question, which can lead to more sales.
FreshPatch, a grass delivery service for pets, makes it easy to get in touch as well. On their contact page, there is a form for website visitors to fill out their information. Additionally, they highlight when their hotline is open for phone calls. This means that there is a way for users to get in touch 24/7 — because they don’t have to wait for a specific time of the day to call or message, this strategy can build trust and lead to more sales.
On your website, be sure that you have a variety of different contact options available. Even if prospective customers have to wait to receive an email response, being able to submit a form or email at any time will help ensure that people who have questions don’t wait or forget. This strategy can lead to more conversions.
Improving your conversion rate is vital to the success of your business! In this article, we outlined how you can improve yours, including through multiple customer service options, helpful content, and more.
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Author bio & headshot:
Adam Steele is COO and co-founder of Loganix, which is an SEO fulfilment partner for digital marketing agencies and professionals. The company provides the SEO services that businesses need to grow and achieve their goals. If you enjoyed this article, you can find more SEO guides and templates on the Loganix blog.