A conversion happens when someone completes a specific action you have established that will move your business goals forward. The most common conversions for websites are phone calls, and form fills to become leads or customers. For most brands, the website is the primary source of lead generation, but unfortunately, many sites are not set up to generate conversions.
Use this simple 6 step process to get your website ready for conversions.
Step 1: Write Down All the Actions You Want Someone to Take on Your Website
Do you want someone to call you to set up an appointment? Maybe you have 15 different types of appointments that all have their own page on your website. Make a list of all the ways someone can become a lead or a client of yours, broken down by service categories when applicable.
Step 2: Go Through Each Page and Make Sure There is an Option to Convert
Every page on your website should be leading the user through a sales funnel and prompting them to take some sort of action. That action can be converting into a lead/customer or moving closer to a conversion to become a lead/customer. If you have a page on your website that isn’t driving leads or directing someone closer to becoming a lead, that page is useless. Make sure each page prompts users to take an action you need them to take.
Step 3: Make Sure Your Most Important Conversions are Accessible in One Click
Nobody has the time or energy to hunt around your website for a way to convert. Oftentimes, if the path to conversion isn’t immediately obvious, users will leave your page and look for another site. Your website should make it as easy as possible for users to convert, so make sure your most important conversions can be found within one click.
Step 4: Make Sure All Conversions are Accessible in Three Clicks
Again, websites should not be a game of hide and seek. Make your information simple and easy to go through, and NEVER have a webpage that can’t be found within three clicks. Simply put, people don’t want to waste their time sifting through your site just to become a lead.
Step 5: Set Up Conversion Tracking
Make sure you’ve got tracking set up on all the conversions you want to count. This includes phone calls, form fills, PDF downloads, etc. This will give you the best insight into how people are interacting with your website and what is leading them to convert. It will also be a nice pat on the back for yourself to see the results of your hard work.
Step 6: Analyze and Adjust as Needed
You’re probably not going to get it right on the first go. That’s okay! Make sure you look at your website analytics and see how people are responding to your site. Is there a page people are frequently leaving your website from without converting? How many pages does a typical user click on before getting to your high-value conversion pages? The data you find in analytics will help you tweak your website for the best conversion rate possible.
Need help setting up your website for conversions? Don’t worry – we have you covered. Fill out the quick form below, and we will help you get started today!