There are many different reasons why visitors to your website aren't converting. You could be getting the wrong types of visitors on your website, or maybe your visitors don't know what to do once they get there. To improve lead conversions, use calls-to-action, design, mobile-responsiveness, and research to adapt your website.
An effective website will be easy for your potential customers to find. After all, you want them to learn about your products and services. The most important way your website can serve your business is by converting visitors into leads, however.
Although there are many ways to get more leads, you can also improve your website to increase lead conversions. Leads are different from your casual visitor. They’ve given you their contact information and expressed a genuine interest in what your business has to offer.
The task for businesses is finding the magical solution that causes people to convert. Regarding your website, there are two factors that contribute to your overall lead generation: your website traffic and your website itself.
You can drive website traffic using a long list of strategies, but here are some of the most effective:
- SEO: improving your ranking and visibility in search engine results
- Blogging: posting free, useful content online to catch the interest of potential customers
- Social Media Marketing: Generating likes and shares on social media so more people follow links to your website
- Email Marketing: Sending helpful emails to your list of contacts and linking back to your website
After you’ve used these strategies for a predetermined length of time (make sure to set a testing period so you can measure your results), you should see a spike in website traffic. But if you still aren’t getting as many leads as you’d like, it might be time to look at your second challenge: how to improve your website.
These days, people have certain expectations for what a business website should look like and how it should function. You may have heard the news story claiming that the human attention span is approximately 8 seconds, which is less than that of a goldfish.
Suffice it to say, you don’t have long to impress your website visitors. If you are still relying on an outdated site to drive leads, you might not be meeting people’s expectations. The good news is: you can improve your website to increase lead conversions without having to start from scratch.
Calls to Action that Compel
Clicking on a CTA is one of the most vital steps your visitors can take in the conversion process, which is why they should be included in every piece of content on your website. Without clicking on a call to action, visitors will never get the opportunity to fill out a contact form unless they go straight to one that you’ve posted elsewhere on your website.
If you want more visitors to click on your CTAs, they have to be compelling and placed throughout the site.
A website designer can help you design a perfect call to action. A CTA should stand out on a web page and provide a simple but specific explanation about what it does. For example, if you are offering your visitors a statistical analysis, a CTA that says, “Get the Report” will probably be more effective than one that just says, “Click Here.”
If you like, you can also include a subtext underneath the button to explain exactly what your visitor is getting. This text can take the form of a guarantee, a testimonial, or the benefits of the content behind the CTA. This is especially useful if you know you’ve designed a great CTA but you still aren’t receiving many clicks on it. A subtext can be a way of reassuring your visitors that you’ll meet their expectations.
Forms of Beauty
You’ve designed some killer CTAs and your visitors are clicking on them. But are they filling out contact forms and turning into leads? The truth is, nobody likes filling out forms. If your forms contain too many fields or ask for the wrong information, your visitors are likely to abandon them.
Fields that ask for a visitor’s age, address, or phone number can be problematic because not everyone will be as willing to give out this information. Sometimes your best course of action is to ask for a name, an email, and a reason for their interest. In doing this, you risk losing the opportunity to learn valuable information. It’s a small price to pay to improve your website and gain actionable leads.
Making your forms simple and beautiful can also help with lead conversion. You can do this by designing your page so the form is the central object featured, using clear language concerning what information you are asking for, and utilizing your whitespace.
Google now receives more searches by users on mobile devices than they do by users on desktop computers. Additionally, the number of mobile-only internet users has surpassed those who only browse on their desktops. You can expect these trends to continue into the future as the world’s technology gets smaller and smaller. Therefore, if your website isn’t optimized for mobile, you are going to miss out on some serious conversion opportunities.
If you aren’t sure where to start, a great web designer can help you prepare your website for mobile. Without mobile optimization, your site can turn into a jumbled mess when accessed through a smartphone or a tablet. You want your visitors to be able to browse with ease, engage with your CTAs, and fill out your forms regardless of what device they are using to access the web.
Once you improve your website, you can monitor your metrics over time. This will help you determine if what you’ve done is more effective. If you have the time and the resources, you can even develop multiple prototypes to perform a/b testing for your landing pages, you’re CTAs, and your forms, then conduct tests to see which prototypes are the most effective.
Seeing an abundance of traffic on your website is hopeful, but if that traffic isn’t converting then your business is missing out on the real opportunity that website traffic produces. Improving your website to increase lead conversions is a matter of simplification, trimming, and strategy. Most important: It's usually an ongoing process. You may find that your website is successfully converting leads for a time. If those leads begin to dry up, take another look at your website’s conversion methods and try out some new ones.