Many business owners get so caught up in trying to increase their website’s traffic levels that they almost forget to track conversions. However, the number of conversions, and the conversion rate of your site are among the most important figures to monitor. What qualifies as a conversion depends on your site, but is essentially a visitor that performs a desired action – whether that’s making a purchase, clicking a link, or submitting their information. The conversion rate is the number of visitors that perform this action compared to the total number of visitors.
For example, a Raleigh based dentist who is getting 1000 potential patients to his website every month and receiving an appointment request from 10 of them is getting a 1% conversion ratio. By following the steps below, that same dentist can start getting 100 new patients a month, resulting in a 10% conversion ratio. In fact, most business owners tell us that they’ve seen a 10x improvement in conversions after we’ve worked on their site, which is why I’m often referred to as the #1 Raleigh SEO Expert.
You should always know your conversion rate, and be looking for possible ways to improve it. If you have the time or resources, track conversions on a daily basis. You can then use these daily figures to create weekly, monthly, and longer term figures. Whenever you make a change to your website, including a change in design or a change in content, track conversions before and after. The following are some key areas of website content that, when optimized, can yield a greater conversion rate for your North Carolina website.
Make Your Website Easy To Navigate And Easy To Use
All websites should be simple to use. Complex sites immediately put visitors off and an overly complex site will drive them to the back button. Navigation should be simple, the buying process should be simple, and any body of content should be well structured and neatly laid out. This all helps to ensure that your website is simple to use and doesn’t provide visitors with a reason to leave. Most business websites in Raleigh, Durham, Chapel Hill, Cary and Apex are not designed to be easy to navigate and use. The Raleigh SEO Company is here to help you with that.
The Best Policy – Honesty
Don’t lie and don’t stretch the truth. Shoppers or visitors will eventually find out and they will be more than a little displeased. Credit card charge backs cost you money so you won’t make a profit from fabricating the truth. Being honest also stretches to being open and not hiding the truth. If something is out of stock, don’t sell it on the premise that it will be delivered that week. Give an accurate depiction of your product, service and shipping costs.
Don’t Use 1,000 Words (Or Pictures) When 100 Will Do
Some pages on certain topics require a lot of content. Complex instructions or descriptions can take a number of pictures, possibly even a video tutorial, and some written content. However, the average surfer’s attention span varies from three or four seconds to twelve seconds. Wherever a user falls in this range, that doesn’t give you long to catch their attention and deliver your message. Here at the Raleigh SEO Company, we’ve helped over 100 companies with this, as you can see on our testimonials page.
USP – Unique Selling Proposition
The Unique Selling Proposition for your Raleigh based website is the thing that sets you apart from your competition. Whether you have free shipping, massive discounts, best technology or impeccable customer service, you need to really push your USP. The Internet offers consumers an easy method to shop around for the best deal so unless you promote your USP, your visitors will be more likely to use another site. Most sites have a USP, but don’t promote it. If your dental practice in Cary, North Carolina has the best technology, say so on your website. If your Chapel Hill based CPA firm provides an audit guarantee, be sure to let all your website visitors know.
CTA – Call To Action
The Call To Action is the portion of a web page that is supposed to attract visitors to take the next step. Most pages of a website should have a unique CTA depending on the position within the buying process. For a dentist’s website, the CTA may be to call to make an appointment or request an appointment via the website’s online form.
The CTA needs to be powerful and strong without being too pushy. It needs to adequately describe what you want your visitors to do and should be related to the rest of the page content and the demographics of your visitors. The CTA needs to be short, although “Click Here” is a poor example of an effective CTA because it expresses very little reason for your visitors to click the link. “Call Now To Make Your Appointment” would be a much better call to action. Or perhaps “Schedule An Appointment With Durham’s Best Attorney”.
Build Trust
Visitors to your website need to trust you before they will make a purchase or perform any other desired action. The more they trust you, the more likely they will be to answer your CTA. Trust can be built in a number of ways. An open and honest tone will help. Adding contact details, especially a physical address that isn’t a P.O Box, and a phone number, ensures that visitors know you have nothing to hide. Adding informative and helpful content, such as buyer’s guides or tutorials also helps to build some trust and will certainly help the reputation of your website.
Answering Your CTA
Persuading visitors to answer your CTA (Call To Action) can be difficult. You need to build a relationship of trust, convey an honest and detailed message, and ensure that your site is properly optimized to convert. The conversion rate is sometimes overlooked by website owners, because they become too hung up on driving more and more traffic to a website. However, if conversions are really low, then increasing traffic should be a secondary step.
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