5 Secrets to Convert More Website Visitors in to Clients
One of the biggest challenges for any business with an online presence is how to convert more website visitors into paying clients. Seeing the number of visitors to your site increase on a monthly basis might feel good but it is nothing more than a vanity metric if your website is not converting those visitors in to leads, prospects or even paying clients.
Fact – In today’s business world for the majority of businesses large and small the company website is one of the primary tools used to get more clients. But here’s an interesting statistic – Over 97.2% of small business websites convert less than 1.6% of their visitors in to paying clients. So what’s happening that is scaring away practically all of your visitors? And what can we do to increase our websites conversion rate?
So, here are my top 5 website conversion optimisation tips.
Mobile Responsive Site
You Will Not Convert More Website Visitors Without
It’s official, there are now more Google searches on mobile devices than on desktop. And this is not surprising with the growth of smartphones and tablets we spend more of our day in close proximity to our mobile devices than our PC. And the popularity and frequency of mobile searches is only going to continue to grow. As a result it is no longer an option to have a website that is not mobile responsive. What does this mean, mobile responsive? Well it means that your site can identify if the user is on a mobile device and present an altered version of your site so that it shows your sites content in a way that is more visually appealing and improves the user experience. No longer will people tolerate having to pinch and zoom on their smartphone in order to read your content. And if more than half the searchers are going to find themselves in this position when using your site, well you have a big hole in your client attraction strategy, as you will more than likely alienate over 50% of your visitors.
The Most Valuable Asset in your Digital Arsenal
When looking for solutions to their problems, nobody likes to be a pioneer. They already potentially feel vulnerable and are looking for expert help. Anyone can say that they are an expert, but expertise comes with experience and experience leaves a trail of satisfied customers. Seeing that someone has been in a similar situation as our website visitor and benefited from your service increases your authority and credibility. This is the concept of Social Proof. So pepper your site with testimonials from satisfied clients. Text based testimonials are a start but ultimately anyone can publish fake testimonials on their sites. Therefore to improve the credibility of the testimonial, include as a minimum a profile photo of the testimonial giver. But better still are audio or video testimonials as they are some of the most powerful ways to help business owners convert more website visitors.
Social media can also be a great source of testimonials and you can use snapshots of testimonials given on your Facebook Page or your LinkedIn Profile for greater credibility. Even placing a link to the LinkedIn profile of your testimonial giver is a powerful technique.
If your business is more B2B, then ensure that you use the logos of the companies that you work with too (ensure you get permission before you do this).
Finally if you have had any mainstream media appearances, for example appearing on a TV or radio show or quoted or published in a newspaper, include links to these and logos to turbo charge your social proof.
Give Value First
If at First You Don’t Succeed – Start Again
This is probably one of the best website conversion optimisation tips that there is; give value first. Most unsuccessful salesmen try to go from “cold to sold” too quickly. When a prospect lands on your site you have now idea at what stage in the buying cycle that that person is. They may just be starting to research a specific problem that they have or be learning about a topic for the first time. When they land on a site more often than not they are faced with a site that shouts “Buy this now, pick me now, and trust me!”
A sale is earned, a reputation is earned and trust is earned. And this is what you need to be able to do with prospects as they land on your site. You need to build trust and rapport with them and demonstrate that you understand their problem and have the skills and ability to provide the solution. More often than not this takes time. Being overly pushy on your site does not help in this regards and will send most prospects scurrying off immediately.
Giving value first builds trust, rapport and allows you to engage and nurture the prospect while they learn that you have the solution to your problems. You can achieve this by creating valuable content for your site. This can take the form of insightful blog posts (like this one!) or a free report or guide that can be downloaded from your site in exchange for contact details. This is known in digital marketing parlance as a Lead Magnet, as it attracts leads like a magnet! Your lead magnet needs to solve a specific problem fast and be easily consumable. So for example you can download from our website our “Website Cheat Sheet & Free Video”, which is full of more website conversion optimisation tips and can be consumed in less than 10 minutes. So avoid your 50 page ebooks that are “The Comprehensive Guide to XYZ”, they just won’t get read but instead filed in that seldom visited folder on everyone’s PC – “Read Later”!
Consistently Follow Up & Up & Up and…. Continue to Build Value
If you manage to get a client to give you their contact details and download your Lead Magnet this is a big win! It does two things for you. Firstly it dramatically improves your ability to target your prospects with relevant messages. After all, who will download a “Website Cheat Sheet”, if they didn’t have or were not intending to have a website? So they are metaphorically raising their hands by downloading your content and saying, “I am interested in this subject”, and as such they are self-identifying as a much better prospect than other visitors to your site.
Secondly, you now have their contact details. This allows you to follow up with them via email and continue to engage and nurture them as prospects until they are ready to take the next step and become a client. Nowadays, following up by email is automated through software called auto-responders like MailChimp, Active Campaign, Infusionsoft or many more. This software can send a series of follow up emails to your subscribers that allow you to continue to build trust and rapport all the while showing them that you have the necessary skills (or products) to solve their problems. You can continue to add value to them by delivering fresh and relevant content right in to their inbox. At this stage you are engaging, nurturing and really starting to convert more visitors, on auto-pilot!
Get the Copywriting – Right
If you look at most websites these days they are making the same fundamental mistake. They are written with the wrong questions in mind. What do I mean by that? Well, when it comes to writing the content for a site most people ask themselves a question like; “What can I tell the visitor about me/us/the Company that will convince them to buy from us?” This is the wrong question to have in mind, as it results in content that is all me, me, me. When someone visits your site for the first time they don’t even care about you yet or your history. They want to know that they are in the right place for solving the problem that they have now. So you see the question becomes “What does the visitor need in order to take the next step and engage with us further”. There is a subtle difference and let me explain it like this. Imagine that you had an unidentified rash on your body and you went to Google to try and find more information (I am not suggesting that this is what you should do of course!). The sites of two dermatologists come up in the search results. The content on the home page of the first site says “Hi I’m Dr. Smith and I’ve been running my practice for 15 years. I studies in ABC College and specialize in all sorts of skin disorders…….”, you get the idea, you’ve seen many sites just like Dr. Smith’s after all!
The second site is different though and on the home page there is an article or a link to a blog post or a downloadable guide or video and the title of this piece of content is “How to quickly identify the 5 most common skin rashes”.
Which one has a better chance of getting the client to take the next step?
And this is how your site needs to speak. It is a mechanism for adding value to your target prospects. A website that is merely an online brochure that adds no value and doesn’t engage will have you scratching your head wondering why your visitors are not making contact.
Implement these website conversion optimisation tips as a matter of urgency on your site. If you need any assistance in upgrading your site click here and make an appointment to speak with us.
Website conversion optimisation is a vital piece of your online strategy, if you want to convert more website visitors this is the easiest place to start making changes to your digital strategy. Take advantage of our Website Conversion Check-Up so we can show you where you can make some dramatic improvements in your sites. Just click here to start the process.
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About us and this blog
Hi I'm Dave Russell CEO & Founder of OneFishTwoFish and we are Digital Marketing Strategists that deliver compelling solutions to help you attract, engage and convert more of your ideal clients online.