So you’ve got a website… but the darn thing is hardly sending any customers your way. (Or you think it should be generating more enquiries, and more sales.)
You’re far from alone. This is something that many small business owners struggle with… and it’s fixable with some tweaks, nips and tucks.
Usually websites aren’t converting because you’re not giving readers the information they need to feel comfortable contacting you for some reason.
Let’s look at these different factors that might be putting people off.
#1: Is your website making your readers’ eyeballs go crazy?
Websites have been around for a while now, which means that there are certain things your readers expect. The last thing you want to do is to lose website readers because using your site is driving them crazy. Here are some easy guidelines to help ensure your website is user-friendly:
Some fonts are easier to read on websites than others. Discover which fonts are best in terms of computer screen readability:
#2: Why you need to engage readers within the first 5 seconds of them visiting your website
Website readers make snap decisions about whether they like your site (and will continue exploring), or if they’ll hit the ‘back’ button. Your website’s home page has a huge role to play in that, so make sure it’s working as hard as possible for you.
#3: How to build trust with someone you’ve never met before
The job of your website is to quickly convey that you’re trustworthy and worth contacting. It’s an absolutely critical part of website conversions. Here’s how to do it:
Adding your personality to your website is a good move for small business owners. Remember, people like to do business with other people, not businesses. So adding your face and name fast-tracks the trust building.
And here’s a super-sneaky little trick… it’s often overlooked, but every little thing helps with trust building. (And if you can update your website content yourself, this will take just a couple of minutes to d0):
#4: Why it needs to be easy for website visitors to contact you
For many websites (especially business-to-business websites), the main call-to-action is ‘Contact Us’. But yet most sites then insist on making it difficult for prospects to contact them… d’oh! The tips in this article seem obvious, but it’s amazing how many websites get this wrong:
Another common mistake is not giving prospects all the information they need to buy from you. For example, it’s amazing how many websites of brick-and-mortar businesses don’t give their address or opening hours! Here’s how to make it enticing for prospects to do business with you:
Do you hate those awful CAPTCHA forms? I loathe them, they are so customer unfriendly. Why alienate your prospects?! Here’s a better way:
#5: How to make your website appeal to different kinds of decision makers
There are 2 main types of decision makers: I call them Decisive Dan and Tentative Tom.
As you may guess, Decisive Dan makes snap decisions and hates too much blurb and waffle. On the other hand, Tentative Tom will like lots of detailed information before he trusts you to deliver the right solution.
To maximise your website conversions and sales, your site needs to appeal to both Decisive Dan and Tentative Tom:
As well as that, your website needs to have calls-to-action that will appeal to both types of decision makers:
If you can implement these things on your website, you should see your conversion rates hotting up nicely.
Cornelia Luethi BSc (Hons), DipM
Marketing consultant and author of The Leaky Bathtub
I regularly write fresh articles on website conversions!
Next step: like these website tips?
Then you’ll love the Website Owner’s Manual eBook I’ve written. It’s designed to rev up your website… and for less than the price of a tank of gas. It outlines in clear English:
- Website updates: How often should you update your website? And what on earth could you possibly add to it?
- Conversion: What tweaks could you make to your website to turn more visitors into customers?
- Links: Why is it important to have quality websites linking to your website? And how can you go about getting these links?
- Communication: How can you communicate with your customers online? And what sort of content could you use?
- Measurement: What exactly should you be measuring? And how?
- Real world strategies: What can you do in the real world to encourage people to visit your website?