How to Build a Website That Converts
Most companies have a website. For some, it's nothing more than a space on the web where people can find basic information. However, for most, the website is the first contact potential customers have with a company and it's a chance to convince them to take action and order your product or hire your service.
But, many companies don't create websites that are built to convert. Getting traffic isn't enough; you need to make your website so that people want to buy your product or hire your service. And you don't have much time. Once a potential customer leaves your site without taking action, there's a high chance they'll never come back.
In this post, I want to talk about why it's so important to build a website that converts visitors into customers and how to do it.
Why is it important for businesses to build websites that convert?
Many companies make the mistake of putting a website up and thinking that's all they need. Maybe they're stuck in the mindset of putting ads in the Yellow Pages back in the day -- an address, phone number, and maybe a piece of clipart, and that's all you needed to attract business.
But the web is different. Depending on what your business is, you're likely facing competition from all over the country or world. When people look online, their attention span is less than a goldfish, so, when they search for something specific, and end up on your page, you have a short window to convince them that you're exactly what they're looking for.
Here's why it's crucial to build your website to convert visitors into customers.
Increase sales and revenue
The primary goal of your business is to increase sales and revenue. A website that is designed to convert visitors into customers can help achieve that goal. According to a Neil Patel, businesses with a website that's optimized for conversions can generate up to five tomes more revenue that those without.
Improve user experience
A well-designed, easy to navigate website with a clear message and call to action makes it easier for potential customers to become actual customers. If they want to buy your product or hire you, but it's not clear how to do it, they'll leave and never come back. However, a positive user experience could mean you now have a repeat customer or someone who will let others know about you.
Tips to build a website that converts visitors into sales
Define your target audience
Ideally, you should define your target audience before you build your website. Who are you marketing to? What are their needs, problems, or pain points, and how does doing business with you solve them?
When designing your website, tailor the content and messaging so it resonates with your potential customers needs and problems and how you address them. You can do this with copy, blog posts, and SEO strategies. To go more advanced, you can incorporate personalization features, like dynamic content or geo-targeting to make your website more attractive to your target audience.
Create a clear value proposition
Your value proposition is the unique benefit that your business provides to customers, why they should choose you over your competitors.
Display your value proposition prominently on your website to let potential customers know what they're getting from you that they can't get from anywhere else and make it easy to understand without jargon.
Design for user experience
You'd be surprised by how many websites are poorly designed, even with the drag and drop services like Squarespace available. As mentioned, if your potential customers have difficulty navigating your site or finding exactly what they're looking for, they'll leave and never come back.
Make sure you have a clear call to action that's prominently displayed and an easy to find way of contacting you.
Provide social proof
Social proof, such as customer reviews, testimonials, and case studies can build trust and credibility with potential customers. Don't be shy about showing off how your product or service has helped and how happy your customers are.
Other social proof you can include are certifications, awards, or industry recognition you've received.
Optimize for search engines
Optimizing your website for search engines can help increase visibility and drive traffic to your site. Use keywords that are relevant to your business and include them in your website's content and metadata. Make sure your website is mobile-friendly and loads quickly. You can also consider investing in paid search advertising to increase visibility and drive traffic.
Make it easy to take action
I mentioned this earlier, but it's essential to have a strong call to action Whether it's making a purchase, filling out a contact form, signing up for a newsletter, or calling, your website must have a clear call to action if you want to turn visitors into customers.
