Did you know that getting people to your company website is only half the battle? Only a small percentage of people visiting your company page will transform into clients. That’s a daunting truth to face, especially when you spend so much time and effort getting people to visit your company site in the first place. You can spend all the money in the world on off-site advertising and promotions, but that won’t necessarily enhance your conversion rate.
In case that makes you feel like throwing up your hands in despair, don’t worry! Companies have lucrative ways to improve their website lead management and build business. You just have to know where to look. Today, we’ll explore how to enhance your site conversion rate at little to no extra cost. Let’s dive right in!
What is a Conversion Rate?
Before you can identify why your conversion rate is low, we need to define the term. If you have enough marketing and/or sales knowledge to know what a conversion rate is, go ahead and skip ahead to our next section. You won’t hurt our feelings!
In this context, your website conversion rate measures the percentage of people (in a given period) who contact your business for service after visiting your website. Keep in mind that viewers may be coming from numerous sources, from localized Google searches to promotions on your social media account. Right now, we aren’t concerned with where these leads are coming from so much as how they are being handled on your site.
If you currently have no clue what your site’s current performance metrics are, that’s okay. You can easily check your conversion rate in Google Analytics, a free tool for small businesses for gauging site activity. After checking out our tips, try testing out this helpful service!
Starting With the Basics: Web Design
Web design plays such a crucial role in both your site’s user interactivity and your search rankings. Every element must maintain a careful balance between advancing SEO (search engine optimization) and making visitor experience more amenable. That can be a strenuous challenge, especially when balancing daily operations and your website development. If you don’t have the time or energy to enact these changes, there are plenty of highly-rated development services that are willing to do the work for you!
Call to Action
Give a Clear Call to Action on Every Page
Every…single…page on your website should contain a clear call to action (CTA) for visitors, preferably above the page fold. If you’re wondering “What is a call to action?”, it refers to an object or verbiage that prompts a desired action from a site visitor. As you can see below, a page can have multiple CTAs in a single page (even just above the fold). They may ask for direct communication through a call or indirect via email.
Businesses need to understand something: it’s okay to tell people what to do to. When it comes to navigating a new and unfamiliar site, readers are more than happy to receive guidance in the form of a call to action (especially if they are looking for service). Well-crafted CTAs will almost always increase your site’s conversion rate.
Simplify Your Navigational Menu
Nothing tanks a conversion rate like muddled site navigation. Even the most sophisticated Adwords campaigns and social media marketing can’t save a poorly designed menu system and infinite link loops. If your site receives plenty of traffic every day, but your conversion rate still drops, you might be stuffing your site with too many services.
Don’t try to get too fancy. Stick with a simple top banner and dropdown menu navigation. Your visitors will appreciate how easy it is to find their services, and you’ll appreciate the higher conversion rate!
Optimize for Mobile Browsing
More than half of all website traffic in 2018 was run through mobile phones, according to a study conducted by Statista. Here’s a startling question: what if over half (52.2%) of your visitors turned away because your site wasn’t optimized completely for mobile browsers? With so many tools to analyze and convert your site into a mobile-friendly format, it’s no wonder Google inflicts serious rank penalties on sites that aren’t suited for the majority of online viewers.
WordPress and other site development tools usually contain options to convert your site into a mobile-friendly format. Unless your company is using a desktop-exclusive format, it shouldn’t be too difficult to convert your site. Of course, there’s always professional services to help you!
Want More Tips on Improving Your Conversion Rate?
Check out the Nolen Walker guide for keyword optimization, another crucial element of improving your commercial website’s conversion rate. Our team at Nolen Walker provides invaluable services for developing commercial websites optimized for search, crafting engaging and keyword-rich content, and formulating successful online marketing campaigns to promote your business! Our clients dominate the top results of their local search engine rankings, creating growth and a higher quality of leads.