9 Action Steps To Take To Create A Website That Converts

Have you ever wished you had the key to converting more of your leads into paying clients? We’ve got good news you. This month we’re going to share four keys!

Today we’re going to identify 9 action steps to take to create a website that converts. Next week, we’ll share insights that will help you promote your business effectively in the social sphere. In week three, we’ll get up close and personal with email marketing and then we’ll wrap up the month with video marketing tips in week four. We’ve got some powerful tips and tools to share with you!

 

9 Action Steps To Take To Create A Website That Converts

Step 1 – Determine what “conversion” means to you

  • Before you can build a website that converts, you first need to be able to answer the question “what is a conversion?” At a glance, you might think there’s only one answer—a conversion is a sale—but the truth is, that’s just one type of conversion. There are countless others. Simply put, a conversion is when a website visitor does what you want them to do.  If your goal is to generate immediate sales, a conversion would be someone purchasing your product or service. If your goal is to build your email list, a conversion would be a visitor to your site who signs up for your mailing list. If you’re promoting a webinar, a conversion would mean someone registered to attend. You get the idea, right? Before you jump into step 2, get crystal clear on what a conversion is to you.

Step 2 – Make your font as easy to read as possible

  • If your site is hard to read, people just won’t stick around long enough to see what you have to say.
  • Your website font size should be a minimum of 16 points. The older your audience is, the bigger your font size should be.
  • If you are marketing anything other than a super high-end brand like Channel or Armani, your text should be black and your background should be white. A lot of designers lean toward grey text because of the aesthetic appeal; however, functionally it just doesn’t work because it’s hard on the eyes. If you make someone’s eyes hurt when they look at your site, they’ll leave.

Step 3 – Make your website scannable

  • People do not read lengthy paragraphs of text online. They just don’t. Most people will scan your site. Take the time to strategically place the most important information on your site; after all, location definitely matters.
  • Use headlines and sub-headlines to break up content into bite-sized pieces.
  • Outline important info or benefits in bullet points.

Step 4 – Use a combination of text and graphic calls-to-action (CTAs) throughout your site

  • The more your visitors see your CTA’s, the more likely they are to click/call/purchase
  • Use text CTAs within blog posts.
  • Make your buttons and banners stand out from the rest of the page so the eye is drawn to them.
  • Test out different CTA text (i.e. “Order Now” instead of “Buy Now” or “Checkout”) Sometimes the tiniest word choice change can make a world of difference.

Step 5 – Create a seamless user experience

  • Make it easy for website visitors to find what they’re looking for. Every time you make them click to find what they really want you’re putting another obstacle in front of them when it comes time to convert.
  • Use clearly labeled menu items so visitors don’t have to search for the info they need.
  • Make sure the process for purchasing or registering is as simple and short as possible. If you’re collecting personal information at any point, ask for as little as you can get away with. A simple choice to ask people only for the first name vs. their first and last name can easily double or triple your conversion rate.

Step 6 – Use eye-catching images

  • Images are a great way to break up huge blocks of text and keep your visitors engaged. You can buy royalty-free stock photography for as little as $1 now on sites like Canva, Deposit Photos, etc.
  • Use pictures that tug at the emotions of your visitors to encourage them to take action/ Remember, 90% of purchases are made based on emotion over logic. Emotions sell!
  • Be sure not to go overboard. In most cases, one or two images will suffice. If you get too image heavy it will clutter the page up and slow down the load speed significantly. Neither one of those is good.

Step 7 – Develop a benefits-driven opt-in offer

  • Consider offering a discount on your product, a free gift or downloadable resource related to what you sell.
  • Determine what you can offer that will appeal to your target audience and won’t cost you a ton of time/money to create.
  • Clearly outline the benefits of your offer so your visitors know exactly what they’ll get in exchange for sharing their personal information with you.
  • Connect your registration form to an email service provider like Infusionsoft, Constant Contact or Mail Chimp so you can automate your email marketing process.

Step 8 – Make your website mobile friendly

  • If your visitors can’t easily view your website on their phone or tablet, you are losing a HUGE number of potential clients. Mobile usage actually outweighs desktop usage today, so if there’s ever been a time to make sure you’re mobile-friendly, it’s now.

 Step 9 – Set yourself apart from your competitors

  • Your website visitors want to know one thing: Why should they buy from you instead of your competitors? In today’s crowded marketplace, you must clearly articulate your competitive advantage—if you don’t, you’ll be left to compete on price alone. And there will always, always be someone willing to work for less than you.
  • Tell your story on your about page. Today’s marketplace expects you to humanize your business. If you don’t, you’ll severely inhibit your ability to connect with your prospects. No connection = no conversion.

Ultimately, increasing your website conversions is a huge step towards increasing your sales and having more money in your pocket every month. Ask any seasoned marketer and they’ll tell you the importance of A/B testing. Try different colors, words, images and placements. You might be surprised to find what converts for you doesn’t convert at all for other businesses and vice-versa. Moral of the story? Test everything until you find what works.

Be sure to come back next week for some great tips on how to promote your business on social media!

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