As a professional website developer, my clients always ask me the best way to get more leads and convert those leads into customers. A lot of times, the answer is way simpler than they expect. It doesn’t involve some algebraic formula to attempt to “crack” the Google algorithm (and Google actually punishes websites who try to trick it). In fact, it all comes down to the basics. So, here’s my list of the 3 most powerful conversion tools on your website. If you’re doing the following things well, you’ll be positioned to convert leads like never before.
Yes, I know how simple this sounds, but hang in there with me. You’d be amazed at how many websites I review where it’s actually really challenging to understand what the company does. Donald Miller, author of Building a Story Brand says every website should pass the 5 Second Test. In other words, within five seconds of landing on your home page, a potential customer should be able to understand what you do and repeat it. To borrow from Geico’s famous line, it should be so easy a caveman can do it!
When you approach your website through that frame of mind, it raises the bar on both your design and messaging. You only have a few seconds to capture the attention of the viewer and get them to want to keep reading.
There are some proven techniques you can use to help take your customer on a journey that quickly builds trust and most importantly, helps them understand how to purchase from you.
The Call to Action
Of course you know you need a call to action. But how intentional are you being with your call to action? Is it designed and placed in such a way that it leads people to click it? Is it confusing or hard to find?
Not all Calls to Action are created equally. In fact, psychology shows us that people are naturally drawn to what is clear and concise and repelled by things that are cluttered and confusing. This is why the visual look and design of your website really matters. If people find it visually confusing and cluttered and they don’t know where to go, your chances of converting them drop significantly.
On the other hand, when you have design and messaging that are clear, the customer is taken on a journey that allows them to easily navigate your website and complete your desired call to action, whether it’s a phone call, form submission, or purchase.
The Contact Form
I hate to break it to you, but most people visiting your site are not reading it word for word. There, I said it! While there are always the occasional outliers, it’s safe to say that most people skim websites rather than reading them word for word.
More often than not, after skimming your homepage, website visitors look for that faithful “Contact” button on the menu bar. Once they arrive at your contact page, you want to make it as easy as possible for them to take their next step.
Perhaps, that means filling out a dynamic form that gives you all the information you need. Maybe it’s a phone call or visiting your storefront.
Whatever that desired next step is, your contact form can make or break whether a potential customer decides to reach out.
That’s a Wrap
Overall, these 3 powerful conversion tools on your website certainly aren’t the ONLY tools for converting on your site. But they are 3 of the most important, foundational elements. If you do these things well, it’s going to help you trend in the right direction.
If you’re curious what more you could be doing, get in touch with me so we can set up a call.