Whether you’re building your website or currently have a company site; you must have a clear purpose for your website. The chief purpose of every company is to make a sale and grow conversions. Building a sales purposed website is mandatory for company growth, which is why we will share 8 simple ways you can make your website sales central. More importantly, how to make it a site that converts.
8 Ways to Boost Your Sales Purposed Website’s Conversions
1. Be Obvious About Who You Are
Once a prospect comes to your website, they are going to decide in 0.05 seconds whether to stay or not. The first things your customer is going to want to know is:
– What are they going to learn?
– Why does what your product/service matter? and
– Why are you the best source?
Slack–a collaboration tool–clearly states who they are, what they do, and why at the forefront. They have a simple layout, with a header containing the user’s main questions. They also feature several Call-to-Actions (which we will dive into later) right away, helping guide the visitor to the next stage of the sale cycle.
2. Define Your Target Audience
You need to have in mind a distinct profile of your customers and prospects to better understand how they will navigate the website. To find out more about how to interest and define your target audience and the right content to attract them, check out this article.
3. Use Call-to-Actions
You now have someone who is on your website, they’ve decided to stay because they’re interested in what you offer, but what next? Tell them what you want them to do next. Use simple and clear call-to-actions (CTAs) to keep the sales process moving. Have multiple CTAs in various locations, but don’t bombard them with a million things to do. Pick one main action you want them to take and reaffirm that where necessary.
It’s also crucial you keep it simple. For example, a quote request form is a great CTA and an effective way to get contact information. The key to this and any type of CTA form is to keep it minimal–name, email, phone (optional), and perhaps a drop-down selection of the service or product they are interested in. These forms can then be sprinkled throughout your website.
Uber is a great example of multiple CTAs at play. Knowing that they have two very different demographics they offer both, users and driver, options to sign up immediately. They also have a third CTA for those who already have an account.
4. The Proof is in The Analytics
To track your website traffic, including conversions, you have to start by getting baseline analytics before you make any changes to your website. This will be your reference point moving forward. Then set your sales/conversions goals! The key is to be realistic. For example, if you’ve been getting 2 or 3 eBook downloads a month, it may be unrealistic to make the goal of 20 in a week.
Instead, consider the goal of 10 or 12 downloads per week. Remember: online marketing is a marathon, NOT a sprint.
Once you’ve set your goals and put new strategies into place, the next step is “watchful waiting”. Periodically check your analytics and reassess. Did you meet your goal? Surpass it? What changes could be made for a greater reward? Now, experiment, Track the changes for 3 months, then implement new changes, see what happens and repeat as needed.
5. Share Useful Content
“Content is king” may be an overused phrase to some. However, it still rings true. The main mistake many people make when creating content is being too focused on SEO and keywords. Write content for people first, specifically the people you’ve deciphered as your target audience. By doing this, you will create valuable content people care about and read.
It’s good practice to have both free and gated content. Free content (i.e. blog posts and videos) gets your prospects interested. Gated content (i.e. eBooks, how-to guides, newsletters) is sought-after knowledge worthy of providing their email address and contact info. This relationship and information improve your chances of a sale down the line.
Braze uses effective gated content by requiring visitors to complete a form before downloading the eBook.
6. Create Strong and Effective Headlines
One of the first things someone visiting your site will see is your main headlines. Headlines are important for several reasons, they:
– help organize information
– improve readability
– make it easier to find specific information quickly
– are great for SEO and keywords
So, what’s the key to good headlines? Be clear! As tempting as it may be to have cute, punny, or clever headlines, in the long run, they are not useful for achieving the above goals.
7. Share Social Proof
The best recommendation is always by word-of-mouth. Happily, it’s quite simple to provide this classic form of persuasion–include reviews and testimonials. There are several approaches you can take to this:
– Stand-alone page
– Dispersed testimonials throughout your website
– Featured on the homepage
– All of the above
Social proof is crucial in today’s world. Without it, especially in the early stages of your company, people will be hesitant to trust your company. You must build credibility, and the simplest way to do so is by showing what you’ve already done.
A good example of providing social proof is HubSpot. Featured in a quick scroll down on their homepage which reveals the following graphic:
This is an excellent way to showcase social proof without having to ask for anything from your clients.
8. Initiate Live Chat
Client loyalty stems from client satisfaction. So, how can you improve client satisfaction? By improving customer service. One of the easiest ways to do this is by initiating a Live Chat function on your website. This makes clients feel more comfortable when they have a question or an issue. Talking to a real person makes them feel cared for and listened too.
BarkBox has esteemed customer care, and they do so by utilizing a live chat function. The key to this one is prompt responses or an automated reply that alerts the user that you will respond shortly. If you do use an automated response, it’s good to give a time frame (e.g. 10 to 15 minutes) of when you will respond. It’s also good practice to have a response set for non-office hours informing the visitor that you will respond as soon as the office is open. You want your website selling for you 24/7.
Building and managing a website that converts is a substantial job that can become overwhelming. Hopefully, you can put some of these helpful tips to good use. If you need extra help or have questions, be sure to contact our professional web management team.
Allemande After earning her degree at Simon Fraser University for New Media Journalism and Editing, Allemande has become an accomplished writer and editor. She is also certified in strategic social media marketing, Google Ads, Google Analytics, and digital sales.
Allemande fluently identifies the channel and content mix that is precisely right for your business and audience. She conducts in-depth analytics for continuous improvement in your audience engagement and generation of sales leads through strategic planning and search engine optimization (SEO), establishes KPIs and related metrics and prepares meaningful reports that you can quickly action. Connect with Allemande.