It’s a fact. Most people spend a lot more time online, because we just need to pick up our phone and we can look for anything. The internet is always with us, or not very far away.
But the Web is vast, and there are distractions bombarding web users from all directions.
So, the challenge when people visit your website, is to grab their attention tightly and maintain it.
Then guide them through your offering until they are compelled to make an enquiry or at least express some interest. You can then start a conversation, help them, or make a sale.
So how can your website capture attention and convert your visiting prospect into a lead?
Here is a quick guide how to craft your pages to accelerate visitors from being just visitors, through to an enquiry or a sale by using;
- User friendly design
- Persuasive copy
- Strong Call-to-action
Your website should not be about you!
Your website is how other people first get to know your business. But it’s not about YOU. It’s all about the visitor. They have landed on your website with a need and are looking for answers or a solution.
Web pages that are well optimised are easy to understand and present answers. There must be no confusion, or your hard-earned visitor will rapidly leave. Your visitors will subliminally have questions in their minds and trick is to get them to keep saying yes to each one to move further into your website and become more engaged.
- Does this company offer what I’m looking for?
- Is it good quality?
- Is it expensive?
- Do they look like a good company?
- Can I talk to someone?
The BIG 4
Here are four important principles to use on your website to help increase your number of enquiries.
- Clearly explain what you have to offer through the copy on your website
The text on your website should be very easy to understand without any confusion. If it’s difficult for the user to understand what you are trying to say, they will probably just look elsewhere. For example, if something can be interpreted in different ways and the customer isn’t sure, they will probably not take the time to try and work it out. Why would they when they can just go to another website.
Avoid jargon, or industry terminology. Talk in layman’s terms that anyone can understand.
There also needs to be some sort of value to the customer. Either the solution to their problem, or an answer to question or an enticement to make them progress further. If you can give them what they are looking for, it will lead to more success.
A well-built page will tell visitors how you help solve their problem.
It is also a very good idea to think about the possible fears or concerns that your visitors will have and tackle them head. Don’t try to avoid them.
Things like, what if it doesn’t work, what if they want to cancel or return something, are there additional fees? Be completely transparent and this will most likely turn the visitor into a customer or at least a very strong lead.
- Keep navigation to a minimum
This ties in with the whole concept of keeping things simple and avoid confusion. If customers need to spend time looking through a menu of options, they probably won’t bother. Or if they don’t find what they want after 2 or 3 clicks they’ll give up.
Don’t force visitors to have to make too many decisions.
If the navigation menu is logical and kept to a minimum, then visitors will breeze through visiting the pages they feel are most relevant. Ideally pages will be organised into a structure that they can understand and follow.
- Regular Call to Action
How many websites have you been on recently that have several different Calls to Action on each page? Successful pages are usually divided into short chunks of information with different subject in each section.
If your pages are like this, you just do not know which section will be of most interest to your visitor. So, each section should have its own simple call to action. This means that the customer can enquire when the time is right for them. They don’t have to wait until they get to the end of the page, or hunt elsewhere for contact details.
But have multiple contact points, you are also subliminally regularly telling the customer they can contact you and encouraging them to do so.
It doesn’t have to be the same each time either. You can have different types of Call to action through the page. Sometimes it might be a form, others a phone number or live chat. Or even just download this guide or watch this video.
This will lead to the visitor expressing an interest and opening a conversation. They will become engaged with you.
- Make use of video.
Video on your website can immediately enable you to explain what you have to offer and how it will help your visitor.
Everyone is different, and many people prefer to read and learn about a subject. But many people will take the easy option and watching and listening to a short video is much easier.
It is also more attention grabbing. You can talk directly to the visitor which means you start to develop a connection and rapport.
But one important factor to remember is that people do not always watch videos with sound on.
They may be in a public place or in an office. So, make sure your video can be understood with no sound. Adding subtitles and captions is also helpful for SEO.
Just don’t make your video too long as that is also a turn off.
These in our experience over the years are what works best, to make a dramatic impact on the success of a website. Even if you choose to just apply one or two of these strategies you should see a positive impact on the results you receive from your website.