When talking with clients, the conversation usually revolves around marketing strategies to get people to their website. Strategy techniques like search engine optimization (SEO), social media marketing and pay-per-click (PPC) advertising are hot topics – with clients wanting to know how these strategies can get them new customers.
What many businesses tend to forget is that a user-friendly website is a must for these techniques to work. If you’re noticing that your website traffic continues to rise with no increase in conversions or your website has a high bounce rate, than your website may not be working to your advantage.
5 Tips to Make Your Website Work for You
Here are some improvements you can make to your website to convert your visitors into customers.
1. Contact Information
When visitors are on your website, make it easy for them to contact you – whether that’s by phone, in person, or through an email/online contact form. If visitors can’t find this information then they’re more likely to leave,
- Phone Number – Make sure your phone number is big, easy-to-read, and on every page. It’s also a good idea to use click-to-call coding to make calling easier on mobile devices.
- Contact Form – Many searchers look for products/services after normal business hours, making it important to include a contact form on the website. Contact forms should be short (3-4 fields if possible) and easy to fill out. If possible add a contact form to every service/product page – enabling people to contact you without having to go to another page.
- Address – Your address verifies that visitors are viewing a local company, which is often the intent of searches. Some people may visit your site just to find your address, so make this information easy to find and read.
These 3 elements are critical to converting customers and for your local SEO strategy.
2. Write Unique Content
Content is a must for local businesses. However, this does not mean copying and pasting from another website. This is known as duplicate content – and is one of the fastest ways to get penalized by the search engines.
Unique content can come in many forms. Two of the easiest ways to get content is by writing about your company and your services/products.
- Write About Your Company – Whether its an About page, Team page, or a blog about company updates, add it to your website. This is great content not just for the search engines but for your website visitors too.
- Write About Your Services/Products – Do you sell chicken to restaurants or are you a restaurant that sells chickens? Visitors, and search engines, want specific information about you to help them make a decision. Give as much detail as you can to show that your services/products are superior to your competitors.
3. Use Strong Call to Actions
PRESS HERE. It’s almost subliminal, but it works. It answers the “Now What?” question that is often asked when a visitor is ready to make a decision. Make it as easy as possible for clients to contact you, using strong call-to-actions that direct them the next step.
4. Integrate Your Tools
Your website should not only be user-friendly for your visitors/clients, but for you as well. By integrating tools you already use into your website, you’re maximizing your marketing potential. For example, include an appointment setting calendar to increase conversions. If you’re on a dental office’s website and saw they had a 4:00 PM teeth cleaning available, wouldn’t you be more likely to go ahead and schedule your dental visit?
Another idea is to integrate your CRM. Many companies are starting to do this to help them manage their leads and sales. This can save you time as when potential customers fill out a contact form they are automatically added to your CRM, and then can also be added your newsletter (if you have this setup).
5. Use WordPress
If you’re hesitant to update your website because it’s not easy to work with, then maybe it’s time to think about a website redesign. Updating to a content management system, like WordPress, will help you manage your content, images, videos, and other data without needing to learn HTML and coding.