Major Golden Rules to Greatly Increase Your Business Website Conversion Rate
There is one significant counterproductive mistake that a number of local businesses are making as regards to having a website live on the internet. And the blunder in question is that they are not effectively applying proven results-driven guidelines on their site that are critical towards achieving a highly increased conversion rate.
What is really the point in getting visitors to your business website through your marketing and advertising efforts, if your visitors are not converting into customers?
At the end of the day, the main purpose of having a site in the first place is to literally use it as a vehicle to generate healthy sales. With that in mind…
Golden Rule #1 – Appearance Impact
The way your website is laid out is crucial. Does it appear easy to read and understand? And when someone visits your site, do they have to click around to find specific information? The point is, if you want to increase your website conversion rate, you need to make it as user-friendly as possible to your visitors. For example, details such as location, prices and opening times should be easily accessible on your site. No doubt, a website with an easy to follow layout creates a positive impact.
Besides, make sure that your site has your contact link clearly ‘Above The Fold’. This means when a visitor lands on your website, they should not have to scroll down to access your contact details. It must appear clearly not just at the top of your site’s homepage, but also at the top of every related landing webpage.
What about the appearance of your website content?
Does it appear chunky or in short paragraghs for easy reading?
The thing is, if potential customers land on a website and the content therein is mashed up in chunky paragraphs, it is very likely they will exit very quickly. Because the site will give the impression from visitors’ perspective that it does not provide easy reading format, but too much hard work to go through the information.
And needless to say, there should be relevant graphics appearing on your website that actually represent the nature of your business. For example, just like scissors representing a barber or helmet for a builder. Visual images do not only consolidate appearance, but they provide instant message and emotional connection to targeted audience. The point is, a positive appearance is certainly a key ingredient to increase website conversion rate.
Golden Rule #2 – Headline Ignition
Is your headline captivating and communicating directly to exactly the customer’s problem? And how it can be solved? To market business online, your headline must get the visitor’s attention by speaking directly to their problem. You have to psychologically get inside the head of someone on the internet searching for your offer.
It’s about putting in front of a potential customer exactly what they are looking for regarding your service. In other words, what is a visitor of your site looking to find to conclude you can fulfil their needs rather than someone else?
Let’s give an example of a bad and good headline. I’m using two headline examples (below) about a “Plumber” based in a local area called “Beckton”.
(A) Bad Headline Example: Plumber Based In Beckton – Established 1994.
(B) Good Headline Example: 24 Hour Plumber Based In Beckton. No Fix, No Fee. Guaranteed To Arrive Within The Hour.
The second headline (above) is good and ideal for website conversion optimisation. Because it highlights the benefits to the customer who picks the service. ‘No fix no fee’ is a great benefit for someone who is looking for a trustworthy Plumber. And in terms of online marketing, this type of method can be applied to any local business.
Golden Rule #3 – Background
On your website, is there any background information regarding your credibility as a genuine business? In your local area, how long have you been established? Any information about local awards you may have received as recognition for your great service within your local community? Any pictures of your premises and any staff members appearing on videos?
Does this sort of background information appear on the ‘About’ page of your website?
For instance, a Beauty Therapist based in ‘Beckton’ local area could include on their website interior pictures of their premises.
Certainly, establishing excellent credibility via providing background information is a great way to sell yourself and build trust. Hence, a very effective avenue to optimise your website conversion rate.
Golden Rule #4 – Benefit Snippets
When visitors access your site, they generally read your headline and scroll through prior to reading the rest of your contents. The question is, do you display on your website snippets of information by way of outlining or bullet pointing the benefits of what you offer?
You see, when it comes to getting a very high conversion rate, benefit snippets play a big part. As they immediately catch attention…
Because they prominently provide short descriptions or a taster of information on what benefits your website visitors stand to gain from you – even before visitors deeply browse through your site for further information.
Adding benefit snippets to your site, particularly on your homepage will really make you stand out and help to easily grab the attention of potential customers.
Snippets that you present on your site in the form of outlines or bullet points should mainly focus on key “benefits” not “features” of what you are offering. To make this point even clearer, let’s use a house as an example:
A double glazing window is a “feature” of a house.
A double glazing window offers the “benefit” of high level of safety and security and incoming noise reduction to a house.
So, mainly highlighting “benefits” of your business to your site visitors rather than “features” will ultimately enhance your website conversation rate.
Ask yourself, what benefits will someone get from doing business with you ahead of your competitors? You simply have to showcase major benefits of your offer on the homepage of your website and on your sales and advertising webpages – especially in snippets.
Golden Rule #5 – Special Incentives
To successfully market business online, consider what makes you the best choice ahead of your competitors. Is it price? Is it special irresistible offers?
Examples of some special offers (below) – which you can use as a guide to come up with ideas to create unique offers for your own business…
- 24 hour call out
- 40% reduction – first haircut
- Free quote – plus 30% discount as a first-time customer
- 14-day free trial with no obligation
- Get 3 for the price of 2
- Half an hour without paying on your first massage
- Free consultation – plus 25% off coupon for making a purchase
- First lesson – Nothing To Pay
Special offers provide the best way to attract customers as a local business, no matter what products or services you are selling. So, offer some incentives on your website and related landing webpages, particularly for the first time people come to you.
Golden Rule #6 – Comments
Regarding your business, are there testimonials or reviews from previous customers? And I mean comments from past customers. As something like this creates social proof to people searching for a local business that past customers are satisfied with the level of service received.
You can paste video, audio or written customer testimonials or reviews on your site.
Even review comments written about your business on major local directory platforms such as Google Business Profile, you can obviously showcase or paste those reviews (on your site) to use them as a leverage to easily increase your conversion rate.
Golden Rule #7 – Content Localisation
Does your website consist of localised content in relation to the specific areas in which you operate as a business?
Visitors on your site, especially localised mobile users look for contact information, want to know your location to see if you closely operate locally to them or want to find directions in case they would have to visit you. The thing is, local people in general prefer to use the services of local businesses closest to their location.
That is why you should be optimising your website for content localisation.
This means you should be adding location-specific webpages with related local content to your website, which will really help boost your conversion rate.
To particularly increase your website’s conversion through mobile devices and mobile CRO (Conversion Rate Optimisation), definitely consider localising your content. As this will also really help your site perform better via localised internet searches.
Having a high conversion rate website is certainly the basis for long-term business success online. Besides, to use something called a Lead Magnet as a bait to easily capture new leads through your website, click the link button below…
