Business Conversions 101
The key to converting your traffic is providing them what they want. It sounds simple enough but we all know in marketing that in practice this can be difficult. The first step is not what you are providing (your service, products, etc) but rather knowing what your visitors want.
If you are using adwords for the keyterm “buy real estate for cheap” then your website should not be listing multi-million dollar homes.
Which leads to the next question, “how do you know what your clients are looking for?”
Pick Your Clients – Increase Conversions
The answer is to choose your clients. Don’t waste money, time or any other resources on potential traffic that won’t be buying what you are selling. Do the market research (or hire someone to do it) so that you can pinpoint all your efforts on the right client.
Speak To Your Clients – Ignore the Rest
Once the traffic is on your site, be sure to speak directly to the right people. This is why any professional copywriting service will walk you through a voice document. They need to know exactly who your ideal client is, and everything they could possibly know about them. If you are selling to a local area, be sure to let your writer know that. They can add local flair to the writing.
For example, if you were targeting the Lexington, KY area you might have something on your site that reads: “These (product or service) of Chevy Chase are just a stone’s throw from Calipari’s house. Go big blue!”
If you don’t know who Calipari is or why Chevy Chase has anything to do with it or why blue is going big you aren’t the right client for this service. To clarify Calipari is the head coach of University of Kentucky’s Basketball team (Go Big Blue!) and Chevy Chase is an older, high end neighborhood within the city.
Provide a Roadmap to Conversions
And the number one mistake that sites make? They confuse the visitors with too many steps or graphics or options. You spent a lot of time on your website so be sure to ask someone outside of your organization to test the navigation of your site. Or utilize a service like usertesting.com to make sure that your site makes sense.
I hear it all the time:
“It’s right there!”
“To the left up on top and it has an arrow.”
“Oh, but it has all this other stuff next to it. Which one do you want me to click on?”
You aren’t stupid, and your clients aren’t stupid. Just be sure to make it so incredibly obvious that even a stupid person can understand.
Take these tips and hand them to your copywriting and graphics team. You’ll see a major bump in conversions. And once you have a bump, you can start A/B testing. That’s for another blog post though.
Do you struggle with business conversions? Have you implemented any of these tactics? Do you maybe have a few others to share? Leave them in the comments – thanks!
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