How to design your website to convert visitors into customers
A well designed website that talks to your audience converts
Your website is incredibly important. It is where your future client learns about you, gets to know you and your service. It is the place where they learn how to get in touch with you.
Website mistake #1
The number 1 mistake I see businesses do with their website is an overload of information. A lot of text is good for SEO. Google likes to know what you are about. But too much is overwhelming. There is already a lot of aggravation in our lives today. We get bombarded with text and ads on social media, google, news sites we read, bus benches. Ads are everywhere, and we are very good at ignoring it.
Website mistake #2
The number 2 mistake I see businesses do, is not talking to their clients and instead put pure fluff on their website. After initial look at their website, I still have no idea what they do.
We are used to tag lines and clever little marketing quotes. But that is not what connects with your audience. Being real and having a clear message does. Get to the point.
Website mistake #3
Not knowing your ideal client. Before you create a website, you need to know who you are talking to. Make sure that you know and understand your ideal client. What are their needs, and how can you solve it?
How to design your website to convert visitors into customers
On the top I would like to see a large full width hero image with a simple statement on it that tells them what you do. Mine says social media marketing, which is what I do. I can’t be any clearer then that with a one-liner.
Underneath I like some type of call to action. Offer people to join your Facebook group or email list.
Then I would like to see a bit more about what it is that you do. And it is important to talk to your customer. Address their needs.
Let’s say that you are a dog trainer. I stalked some websites and found a nice one. Except, their message wasn’t clear!
Here is what they said:
“Our Basic program includes 10 days of boarding with 4 to 6 hours of daily training. Once complete, follow up private lessons are provided until your dog has mastered the skills required to attend anytime group classes, 6 of which are also provided in this package. Lastly, 30-minute refresher courses are available for a year, up to once a month.”
Nowhere does it tell me what my dog will be learning. It’s missing bullet point list of what we will truly achieve.
Here is what I would like to know. What will my dog be learning? What type of training method do you use?
I might have a specific problem. I own a dog, and he likes to jump on people. It’s a problem, but I have no idea if they will teach my dog to not jump on my visitors.
Again, this website is very nice and does a great job otherwise. But they could be leaving money on the table with not having a clear message and not talking directly to their audience. I don’t have time to click learn more or call them. I must be very motivated to give them a call or contact them.
The less work people have to do on your website, the better. Submitting the contact me form will only happen if you addressed their pain points.
Have a clear statement and tell your client exactly what they will get addressing their pain points.
As an example:
“During your dogs 10 day stay with us, he will learn basics skills such as sitting, lying down, stay, place and walk nice on a leash. Mastering those skills will help your dog with their impulse control. Instead of trying to steal your dinner from your plate, they will sit nicely at their designated place and wait for dinner time to be over. Your walks will be pleasant where you lead the way instead of being dragged, and of course if you dare to open the front door, they will not dash out onto the street. Our training program uses gentle methods where we will never use tools that hurt your dog in any way.”
The difference there is addressing pain points.
The pain points are:
- Your dog stealing food
- pulling on the leash
- dashing out as soon as the door opens.
They got addressed and answered. The consumer is consoled that they will stop that behavior and the trainer uses methods that will not hurt the dog. Especially seeing how the dog owner is not present during the training and can’t oversee that their dog is being treated well and with respect.
Talk to your client
I talk a lot about having a main social media platform where you nurture your audience. I do that in my Facebook group. It’s a place where I share exclusive material and even do a little bit of free group coaching. It is my main platform where I nurture my audience and give them constant value. This can also be done with a YouTube channel or a podcast.
You want to invite your website visitor to your main social media platform. Put it right on the front page.
Introduce yourself – tell your story
You want to do a short introduction of yourself. Who are you, show a bit of personality. Just, make it short. If your business is built on your own experience, this is the place to tell your story in 1 or 2 paragraphs. Then offer the reader to learn more which will take them to your about me page. The front page should peak their interests to learn more.
Call to action
Last, but not least, you want a call to action. Offer your audience to contact you. I suggest a form where they enter their name, email and phone number along with a short description of their needs. Don’t make it too long. And again, make it about them.
Offer a free strategy call. Tell them that you want to talk about them, how can I help you?
Long term goals
The online landscape has changed a lot in the last 2 years. It has become virtually impossible to get to page 1 on google. Go ahead and google your keyword, then see how many large websites dominate page 1. If you are a small business, the chances are you don’t have their budget.
For my keywords I have websites such as Forbes and digital marketing institute dominating page 1. I will never outrank them. This is why you go side routes. You utilize social media marketing. You can pay for google ad words, but they are expensive. If that is within your budget, do it.
I like to start with building up a community, drive traffic to my website organically with providing value through vlogs and blogs leaving little hints throughout the internet. Then once I’m ready, I’ll pay for Facebook ads and drive traffic to my website. Then after I reach over 1000 visitors, I re-target them. They get used to seeing my face and my message and eventually will click and see what I’m all about.
Re-targeting is incredibly powerful. If they have been on your website, you have a little bit of a connection with them. With a re-targeting campaign you can nurture that relationship and turn your website visitor into a customer.
If you liked the value I gave you in this article on how to design your website to convert visitors into customers, please make sure to join my mastermind group for like minded small business owners. I would love to see you there!