Technically speaking, your conversion rate is the number of visitors to your website divided by the number that complete the intended goal (make a purchase, fill out an enquiry form). With the average human attention span shortening year up on year due to the human mind adapting to the bombardment of information it receives everyday from social media and adverts, the need to tailor your website to hold your visitors attention have never been greater.
Theres no magic formula to get your visitors to stay longer and convert, but research has shown the following simple steps can help:
1) Make Your Value Proposition Clear
When someone arrives on your site or landing page, you don’t have a lot of time. The three things you need to make clear from the get go are: who you are, what you offer, and what action does the user need to take?
Headlines and straplines are incredibly important. That’s because, in very few words, they give you the opportunity to summarise what the company, website or page is all about.
As well as words, you can use images, icons and video to communicate your message effectively. Take a look at SEMrush’s website, a great marketing tool that we use regularly. “All in one marketing toolkit for digital marketing professionals”
There you go. That’s exactly what they can do for you. In one sentence. And to complete this fabulous landing page, a call to action right under the headline text. You know exactly what you need to do next. Apply this simple approach to your website and you’re sure to increase web enquiries.
2) Write for the Web
As we mentioned at the start, people have short attention spans when it comes to browsing the internet. Instead of fully content they tend to scan and pick up snippets.
Typically, users read less than 30% of the page, and this is mostly the top section and headings. Attention declines dramatically as they move down the page. So it’s a good idea to put the most important information first and get your message across in the headings.
Communicating your value and purpose will lead to an increase in conversions. To get this across in the simplest terms, use simple language, avoiding jargon and complicated terms, as although your target audience may understand them, when they are skimming through text they are less likely to process it.
Writing in CAPITAL LETTERS is more difficult to read. It also looks a bit shouty, so should be avoided anyway. Use the following:
- Short sentences
- Sub headings
- Bullet points
- Highlighted keywords
3) Make it Easy to Get in Touch
This one sounds obvious but it’s often overlooked. Typically, the 2nd highest visited page, other then the main homepage, is the contact page. People are searching for your business online, just so they can get in touch.
A great example of this is the National LGBT Museum, who even include a contact form in their footer.
So to boost your web enquiries, give them what they want, nice and early. Consider putting your phone number in the header. Make sure the footer has your phone number and email details.
If you have a business where the location is important, like a hotel, shop or restaurant for instance, then make a big effort to clearly show where you are and how to find you.
A clear CTA (Call To Action) should exist at the bottom of each page. There’s potential for multiple CTA’s throughout the page at different sections. The goal is to make it very clear what the visitor needs to do next. This could be anything as simple as:
- Telephone number
- Email Address
- Contact form
- Link to social media
- Button to apply/register/download/read more
Consider adding a live chat feature to encourage engagement. Although we’d only advise this if you have the resources. At least one person needs to be available to monitor and respond to the enquiries. An idle chat can look understaffed and have a detrimental effect.
4) Build Trust and Credibility
Trust is a major factor in increasing your websites conversion rate. If the customer perceives your website to be risky or they don’t feel reassured they won’t risk entering their financial details. After all, there’s an element of the unknown about the internet. You want to feel safe handing over your payment details. You want to feel confident your goods will arrive and your bank account isn’t going to be emptied.
But for websites that don’t sell, credibility is still often the primary objective. That’s the case for most brochure websites. Visitors typically arrive for the first time, usually after hearing about the company in some way.
This may have been through personal contact, recommendation, online search or a piece of marketing literature. Visitors will be looking for indications that the company is professional and able to deliver on it’s promises.
Try incorporating the following on your website to increase trust:
- Purchase an SSL certificate (read more about this here)
- Meet the team section
Reviews are a brilliant way to build trust and credibility, especially being able to show off how happy your previous customers are with your service or proucts. A good alternative to the costly Trustpilot service is Review.co.uk, who offer reviews on a product level. If you are a local company, we recommend utilising Google reviews as well.
5) Be Mobile Friendly
Or perhaps even ‘Mobile First’. That means designing your site primarily with your phone user in mind. Sure, it has to look great on a desktop too, but with more and more people browsing on their phones these days, considering their needs first would not be a bad thing.
Think about it, if you’re checking the web on the go, you don’t want to struggle to do what you want to do. Encourage mobile web enquiries by making things quick and simple to do on a phone.
People are often ‘quickly’ doing something on their phone, while they’re doing something else. Quickly sign up for this, quickly pay that bill, quickly book a table… If your website doesn’t support ‘quickly’ then you’ll quickly be shown the door.
Things to watch out for are:
- Text too small to read
- Buttons too small to click
- Forms too tricky to navigate
- Hefty images and downloads