The purpose of a small business website is to attract online leads that would otherwise be out of reach, educate these leads as to why your business is the best solution for their needs, and compel them to engage your service.
A business website needs to be visually pleasing as that adds to the credibility of the business, yet aesthetics alone will not attract, engage, and prompt website visitors to take action on your offer. High converting website design requires strategic content and placement. The 3 tips below are powerful strategies we use for ourselves and our clients to attract leads, engage visitors, and compel website visitors to act.
Minimize Links & Call-To-Actions
A call to action is ultimately the action you want your website visitor to take. It’s usually presented as a button because the only physical action visitors can take on your website is ‘click.’ “Get in touch Today,” “Get Started,” “Subscribe Today,” are all examples of call to actions.
Minimize call to actions and links, in most cases, this drastically increases conversion rates.
Why less Links & Call-To-Actions equates to higher conversions?
- Control: Minimize links from homepages so to control your visitors’ navigation through your website. You must direct visitors to explore your websites as intended, if you’re not in control of how users use your website you’re letting them click away before seeing your offer. You want to force your visitors’ eyes on your offer. Don’t distract them with links to irrelevant information (even though it’s on your own website), show them exactly what they need to see to make up their mind.
- Focus: You want to promote a single action and not distract visitors with more than one choice. Whatever that action may be – filling out your contact form, booking an appointment, subscribing to your service/newsletter or making a purchase – it should be the only obvious way to interact with the page, hence minimizing call-to-actions and links.
If the goal is to have prospects call you, then use call-to-actions will reflect that, if the objective is to have visitors subscribe then once again call-to-actions should reflect that – NOT both at the same time. If you give the visitor too many options they will lose focus and not act – which is bad, you want them to act, you want them to engage your service.
Build Trust –
Once again, the goal is to have prospect contact and engage your service. You must understand that people buy/do business only with those they trust. Building trust is something that has to be done well and effectively. Take every opportunity (each page) to gain your visitors’ trust, because once again:
People only buy from those who they trust.
- Display Trust Symbols Utilize badges of services you may already be using. that
- Use Testimonials: Don’t just use the text, preferably, also have the image, or logo of each client leaving the testimonial.
For most of your website visitors, they will only consider your service amongst the competition if they trust you.
Relevance & Appeal
I save this tip last because it’s really the icing on the cake, it goes with the trust factor. Get this part right and you’ll be removing doubt from prospects’ minds. You must speak your clients’ language. The issues you address on your website must be very relevant to your clients needs. You need to hit the nail right on the head, visitors browse you content they need to go “they get it, that’s exactly what I’m looking for!”
- Ideal Client: Have an ideal client in mind and cater your business around that ideal client.
- Research: Do your market research to figure out what that ideal client is looking for in the service you provide and highlight that benefit in your features/benefits/service.