Web design tips: to convert visitors on your website to clients or leads.
Think of your website like a brick and mortar business. When someone walks into your business it's because they have a problem and they're looking to your business to solve that problem. It could be that they need a new piece of furniture for the living space or it could be that they're being audited and need an account.
When someone walks into your business you already know two things: One is that they have a problem and two they're hoping your business can help solve that problem for them.
When people are coming to your website and not converting to clients or leads it's most likely for one of these three reasons:
Web design tip one. Your website messaging is confusing for your prospect when they first visit the website and and they leave. So let's say for example you're a business coach and you're sitting across from a prospect and you can't clearly explain how you'll help them, well they're probably not going to hire you and they'll just walk away.
The same is true for your website. If your business provides coaching for entrepreneurs and the person visiting the site isn't clear about how you help them they'll just leave.
Here's the solution: At the top of your website where your prospects first land this should clearly explain who you are what you do and how you'll help the prospect get what they need.
You'll start answering all their questions and this is done with well-written headlines, written copy and it doesn't hurt to add video for those people who are visual learners.
Web design tip two. Your website copy isn't saying the right things and your prospects are just not converting to leads. This is because you really haven't explained you understand the problem. Here's an example - let's go back to that brick and mortar analogy. A prospect walks into your business, they have a problem and the hope your business can help them.
As a business owner you most likely ask questions about the problems, you show some empathy, you explain some of the different options that are available and you otherwise talk about the different solutions that you offer that will help solve that problem.
Your website's no different. The website copy should be conversational just as if you're having that conversation in person at your business. You write copy that asks questions about the prospects problems, you show empathy and you explain the options that you provide that will help solve your prospects problems.
Having good copy goes a long ways towards winning the sale, so if you're not a good copywriter you may want to hire one or learn to become a good one yourself.
Web design tip three. You didn't ask for the sale and your prospects aren't converting into leads. Here's an example - back to the brick and mortar analogy, when someone comes into your business they show interest in what you have to offer. As a business owner you would pick up on that buying signal. You ask for the sale.
You might say - would you like that delivered today? Do you want to pay with a credit card or would you like to get started today? Whatever it is you would ask for the sale.
Here's the solution. Most often when people complain that they aren't getting any sales from their website it's because they're not asking for the sale. Each service or product page on your website should have what's called a CTA - a call to action.
This is a headline where you actually ask for the sale, like - get started today. You have a button that's linked to an enrollment form or an appointment booking form or takes that prospect to PayPal. The main thing is that you're always asking for the sale on every product or service page on your website.
If you implement just these three web design tips and you'll see a change in the conversion ratio of visitors or prospects into new leads and clients.
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Joe Griffith is a digital trends expert and advocate for small business owners. He specializes in helping service professionals grow their business and gain new clients. Learn more about Joe here.