You have built your website and you’re pretty proud of it. You have even done some work to drive traffic to your website and your site has started to generate that traffic. Yet something bothers you, you haven’t gained very many leads or sales from the site or as we say, your site is not converting. This is a common problem among small businesses of many different types, from garage companies to roofers to even small tech companies. So what gives? Here are some quick tips for conversion rate optimization to help move your website to the next level.
Pass 2.5-second rule
In a previous post, I talked about the 5-second rule. In truth though, you need to drill down even further than that, the Pass 2.5-second rule. The Pass 2.5-second rule is this, your website needs to convey Who you are, what you do, how to contact, what to do to move to the next step, all within 2.5 seconds. That may seem like a lot of information in a very short time, and you would be right. However, that is the speed of users of today and tomorrow. Patience is low to waiting on getting information and making decisions. Sites that can give them the quick and dirty of who you are, what you do, and what the next steps are fast wins the race.
Audience is King
Though everyone thinks they are the obvious choice ( and why are you in business if you don’t), your site may not be as convincing as you think. You need to look at your site from your viewer’s point of view and ask, would I pick me if I did not know me? This is a harder question to ask than you may think. It means taking a brutal look at your site and maybe even your offerings and see if they really bring the power punch you think it does.
Less is More
Now I know we all have had it drilled into our heads that we need a certain length of text thanks to Google. Yet Google has come out and said that was not true. In most cases, you need enough on your page to get your point across as well as your expertise, but not so much as to bog down the viewer. Simply translated, less is more. Your copy needs to be a combination of “Wow” Headlines and what makes you different, what you do and why you. Don’t add any extra “fluff”.
Clear Navigation and Conversion Funnel
Your website should be easy to navigate. If there is a certain product or service you want to highlight, make sure it is easy to get there. And once they are there, make it easy to follow the steps you want them to. This could be anything from making a purchase to signing up for an appointment or course. Don’t make the viewers have to think about what to do next. Remember, your fighting for you viewers’ attention and one of the easiest ways to lose their attention is to confuse them.
Show Trust Factors
Again, this seems like common sense in 2021, but it is still an easy step to miss. You are going to say “ I am the best…lowest…most experience… etc. That is why viewers tend to ignore this. They want to know, are you who say you are. Can you do what you say you can do? DO you have the expertise you say you do? The way to answer those questions is by showing different trust factors. These can be reviews collected from other sites like Google My Business, badges showing you apart of professional associations and organizations, and awards that you or your organization have collected.
Our last tip is an acronym called ACME: Always Check Mobile Experience. If your site is not mobile-friendly or hard to read or even hard to navigate on a mobile phone, chances are you missing out on 60+ percent of your traffic turning into leads and sales. And mobile experience really does mean more than just having a responsive site. Having clear text, obvious places to tap for the call to actions, the right content ordering, all have a role to play in the mobile experience.
Following these six tips should increase your conversion rate from your website. If you would like an easy, actionable list of what to do on your website, book one of our free website evaluations and consultations where we will go over your website and create a custom action plan to increase your website conversions.