Simply put, a conversion is an action you want a visitor to your website to complete. Examples include: contact sales, book an appointment, sign up, buy now, and many more. It’s really an action you make a user perform to bring you more money. There are several ways to do this; however, many people go about converting visitors all wrong.
Increasing site traffic is useless if there’s nowhere for people to convert. Having a contact page as the only page that converts a visitor is backwards! So how do you do it?
It’s simple! Build a funnel. The overarching concept is as follows. I’ll elaborate on each of these steps in future posts.
- The top of your funnel is education. Get the right kind of traffic by becoming a thought leader in your field. This can be accomplished by blogging or creating an education center, and just showing your users that you know what you’re talking about.
- The middle of your funnel is talking about yourself. Show why you’re a better competitor. Do this by showing your awards and comparing your processes to others in the field.
- The bottom of your funnel is your hard sell. This is where you say, “Buy now.”
So, how do you create this funnel? I’ll show you!
First, look at your homepage. Before you scroll down, is there something that prompts your visitor to do something — without a bunch of distractions or clutter? In the business, it’s known as a call-to-action above the fold. More specifically, it shouldn’t prompt someone to buy right now, but direct people to learn more about you, your product, or your process.
Second, is your message clear? If there are, say, three messages above the fold — before you scroll down — then your message is muddied. So, if you have a big ol’ slider, get rid of it! If you can’t explain what you do in 15 words or less in big-ass text, then get a copywriter to fix it.
Here’s an example of a homepage that converts well. This client is gaining a tonne of traction online, and is busier then ever.
Here’s a site that looks great, but has no funnel leading to conversion. Avoid this at all costs!
If you need more business, why don’t you meet one of our website experts and get help boosting your sales!