In this post, I’ll show you how to convert more visitors to customers by optimizing your website to avoid these common mistakes.
1. Your website looks like every other site
2. Your website is poorly organized
3. You have no call-to-action
4. You’re using too many sales tactics
5. Your messaging is confusing
6. You’re not focusing on what your customers want
7. Your website is not mobile-friendly
8. You’re not using social media
If your website looks like every other site, you’re missing out on a massive opportunity.
If your website feels unappealing and unprofessional, and it looks like an outdated WordPress theme... people are going to leave and not come back.
This is especially true of small-to-medium-sized businesses, where your website is your first impression of your brand.
Too many businesses have websites that look like the sites of competitors.
Take a look at any industry directory and you’ll find countless websites that have the same bland design, with large fonts and no vibrant color.
These websites don’t draw in new visitors. They do nothing to get visitors to take action, sign up, fill out a form, or buy something.
Although it may cost you less to design your website this way, these websites fail to attract visitors.
It’s one thing to create a brilliant, interactive website and another thing to have it work the way the customer expects it to.
The average visitor to your website will spend less than five minutes on your site. It’s your job to keep their attention for that time and give them a reason to come back.
Here are some tips on how to stay organized so your site works the way your customers expect:
Use powerful navigation elements
Use a dynamic copywriting technique that combines the call to action and the headline.
This tells the visitor how to take action.
A good headline sets your website apart from other sites.
To capture the attention of visitors, the headline must be simple, concise, and strong.
Too many small businesses run a one-size-fits-all approach to lead conversion.
They assume that visitors are coming to them because of a particular issue. If they can’t fix the problem on the website, they assume their visitors don’t know what they need or want.
They create massive calls to action (CTAs) that are generic and don’t deliver the results that the company is hoping for. Many small businesses don’t convert because they’re missing a key tactic:
Can you hear it now? We’re providing you with X. In order to convert more customers, you must give visitors a clear reason to come back to your site.
The best CTAs will be specific and attention-grabbing.
For example, instead of saying “Sign up for free,” you could say something like, “Make your life easier with this tool".
Although there are various types of salesmanship, here’s a guideline to follow:
Properly executed, all sales tactics should work together to help your prospects convert. The use of multiple sales tactics is, however, a common mistake. Instead of just selling one thing, some salespeople don’t differentiate between a call-to-action and other sales tactics.
A call-to-action might be effective in one scenario, but it’s not as effective in another scenario. So, it’s not an effective sales tactic.
How to Fix It If you’re struggling with multiple tactics, ask yourself:
Are they all relevant to each other? Do they work together? Does one require another to work well? Do you need to combine all of them to help your customer reach his or their goals? Is the tactic part of a whole cohesive sales funnel or is it just a piece in a puzzle that keeps unfolding?
Don't be unsure have a plan and make sure you use the most effective tactics sparingly.
How do you optimize your messaging for conversion?
When a customer visits your website, the first thing they’ll see are the main pages for your brand.
These pages must have a consistent look and layout, so the visitor knows what to expect when they come across your website. If your website’s content is organized in one or two main categories, and then several subcategories, your visitor will have an easier time navigating your site and finding what they’re looking for.
For example, if you sell caskets, you can create subcategories such as “cemetery memorial” or “monumental” or “men’s casket.”
You could also have subcategories for specific products like caskets, vaulting, and embalming fluid.
“Remember, the people in your audience want to buy things. They don’t want to hear about why you think it will be a good idea for them to buy things. Your job as an entrepreneur is to figure out what they need and to provide it to them.” – Jim Collins,
Good to Great You’re probably never going to convert an entire list of people into buyers, but there are many opportunities to convert website visitors into customers if you know what it is that they want.
That’s why this is a huge mistake that you can avoid with a few small tweaks: along with having too many sales tactics, You need to be more direct in your messaging to avoid common mistakes.
This is a universal problem that plagues businesses of all sizes. having a checklist and a process to follow ensures that your messaging is creating the desired effect with your clientele.
It may be obvious that a website needs to be mobile-friendly, but a lot of website owners are lazy.
They build a website that looks good on the desktop and don’t think about how their customers will be using their site. If you’re a WordPress developer, it’s not a huge deal if your website is not mobile-friendly.
Most people who have a mobile device are going to be happy using a web browser instead of their phone’s native app. But when you’re building a site for a big company or a big brand, you can’t afford to be lazy.
The Webscape Analytics team found that 86% of mobile traffic comes from smartphones. If you’re not converting mobile users into customers, you’re wasting a lot of money. It’s easy to optimize your website to be mobile-friendly.
Read more on What’s the Big Deal About Mobile First? in our earlier post to find out why it's so important these days to consider your next website design to be mobile-first.
While social media is the fastest growing marketing channel, you don’t need a giant network like Twitter or Facebook to grow your business.
Use free platforms like Facebook and Instagram to build a strong online presence. Let your followers know about your business, build a following, and develop relationships with them.
There are many free tools you can use to drive traffic to your website and generate leads.
Here are the three most popular ones:
Google Search Engine Optimization (SEO) The No. 1 way to improve your website’s ranking in Google Search results is by optimizing it for search engines.
Before you start your search engine optimization, it’s important to know that you’re not going to make any magic happen overnight.