There's a chill in the air, the sun’s going down earlier, and the patio nights are getting shorter.
Summer’s been fun, but it's time to get back to work.
As a founder, you know the value of some much-needed downtime. But you also know your goals won’t achieve themselves. And as we emerge from our summer-of-fun haze, you might be feeling the need to bring in some net-new leads.
There’s a ton of stuff you can do to make this happen, but your website is one of the most natural places to start.
And with few simple tweaks, you can get your website primed to help draw in more traffic, encourage visitors to become leads, and even turn those leads into customers.
Common Challenges for Website Lead Conversion
Here’s a hypothetical scenario: you’ve been driving traffic to your website through some combination of SEO, content marketing, and social media. You're seeing decent traffic numbers, but those visitors aren't converting into leads at the rate you want.
Does that hit a little too close to home? Don’t stress. This is a common challenge.
The first step is identifying where the problem lies. In fairness, though, this can be difficult when you don't have a lot of data to work with. So, before you start tearing things apart, ask yourself a few questions to take stock of where you’re at…
Is it clear what you’re offering?
Do customers know how to reach you?
Are people leaving before filling out your contact form?
Are you using effective call-to-actions (CTAs)?
If the answer to any of these is no (or worse, I don’t know) you might not be making as many sales as you could be.
Again, don’t stress.
There are some simple, founder-friendly DIY ways you can optimize your website for lead conversion so you can start seeing results ASAP.
Five Easy Ways to Optimize Your Website
We’ll be honest: when we see headlines that say, “X easy ways to do X,” the first thing we think is that it’s probably clickbait and most likely won’t work.
But we wouldn’t do that to you.
Here are five simple tips that you could implement in just one day that can actually help you turn visitors into customers. And we won’t promise that number five will be the secret sauce. They're all good.
1. Make Sure Your Value Proposition is Clear
Your value proposition is the main reason why a visitor should choose to do business with you over your competitor. It should be front-and-centre on your homepage, and it should be clear and concise.
If you're not sure what your value proposition is, think about what makes your product or service unique.
What problem does it solve for your customer?
How will they benefit from using it?
Once you have a handle on that, you can start crafting your pitch.
2. Give Visitors a Way to Contact You
If you want visitors to reach out and become leads, you need to give them a way to do it.
Make sure your contact information is easy to find and consider adding a contact form or automated live chat feature to your website.
While they feel fancy, these are both cheap and cheerful methods.
3. Shorten Your Forms
The longer the form, the less likely someone is to fill it out. Shorter is always better. Stick to the essentials--name, email address, phone number--and try to make the form as easy as possible to fill out.
4. Use CTAs Wisely
Your CTA is what tells visitors what you want them to do next. It should be clear, concise, and impossible to miss. The best CTAs are often short and sweet, with a strong verb that encourages action. "Download now," "Sign up today," and "Learn more" are all examples of CTAs that work well.
5. Consider Using Pop-Ups
Pop-ups (no, not the ad kind!) can be highly effective for lead capture, but they need to be used sparingly.
If you're going to use one on your website, make sure it's relevant to the page content or even use it to answer a frequently asked question.
You don't want to turn visitors away with a pop-up that's annoying or irrelevant.
A/B testing is a great way to figure out which pop-ups work best for your website. Try different offers, placements, and timings to see what gets the best results.
That's all, that’s it. Give these five ideas a try and see if they work for you.
How do you know if it’s working?
Good question. We’re glad you asked.
Key Performance Indicators to Track
If you don't know what you want out of every change you make to your website, it will be difficult to determine whether it was worthwhile. That's why it's important to have a few key performance indicators (KPIs) in mind that you want to track for each change.
This one is pretty self-explanatory--more traffic to your website is generally a good thing. But you also want to make sure that the quality of that traffic is high. That means visitors who are interested in what you do and ones that are more likely to convert into leads or customers.
There are a couple ways to improve the quality of traffic to your website, including creating targeted content for each stage of the buyer's journey, optimizing your website for SEO, promoting your content on social media, using Google AdWords or other paid advertising platforms, and creating partnerships with other websites in your industry
Time On Site
Are people running away screaming as soon as they get to your site? You might not have optimized as well as you thought.
A high bounce rate (the percentage of people who leave your website after only viewing one page) is a sign that something on there isn't quite right.
It could be the design, the content, the user experience - anything.
But don't panic just yet. A high bounce rate isn't necessarily a death sentence for your website. Some industries have higher average bounce rates than others.
The important thing is to track your bounce rate over time and see how small changes affect it.
Contact Form Submissions
It's great that the number of contact forms has gone up but there actually may be some bad news hidden in there. If your website traffic has increased by a larger percentage, you actually may be converting visitors at a slower rate. When you're analyzing your form submissions, make sure to check the number of submissions per day, compare it to your website traffic, and see how it's changed over time.
This will give you a much better idea of how well your website is converting visitors into leads.
There's a whole school of website design psychology that can help you influence visitors to take action on your website.
But if you're just getting started, five optimization tips and three KPIs to monitor will give you a good idea of how effective your website is at generating leads and converting them into customers.
Remember: small changes can have a big impact. Just because something has worked well for another company in your industry doesn't mean it will work for you. The best way to find out is to test, track, and analyze your results so that you can continue to improve your website's performance.
And, if you’re not sure how to do this for yourself but you think that it’s valuable, there’s a good chance you’ll meet a work friend at Project Spaces who can help you out.
There’s only one way to find out, though: book a tour of Project Spaces today and come see what we’re all about.
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