4 Ways to Increase Web Conversions – Today

04/04/2017 12:02 pm ET

If you build it, they will come…

Now, once they’ve reached your site, how do you get your website visitors to stick around and connect with you?

Sometimes, the simplest changes make the biggest difference in converting web surfers into customers. Make it easy and intuitive for visitors to use your site. People who are seeking a product or service online are usually looking for the same chunk of information, such as where you’re located, how much things cost, and how easy it is to get what they want.

Here are just four ways you can increase your web conversions, starting today:

1. Make it easy for customers to call you.

Is your contact information prominent on every page of your site? From phone number to social media handles, your visitors should have no problem getting in touch with you in the way that is most convenient for them. Local businesses will especially benefit from the following web design tips:

· Your website should display your phone number in the upper right-hand corner.

· Make the text a big enough size to be noticeable and easy to read.

· Style the number in HTML or CSS (no graphics!) so smartphone users can click on the digits and automatically dial you.

2. Have a contact form on every page.

For the potential customers who prefer to remain anonymous in voice or would rather type than talk, an online contact form is a must – on every page. If visitors have scoured your site and can’t find what they want, or if they still have questions after reading what you offer, a contact form allows them to engage with you without any commitment. Just don’t try to get more information out of your visitors than they’re willing to give:

· Get the basics: name, phone, email, reason for inquiry.

· Don’t burden the visitor by being demanding and creating a form with 10 blanks that must all be completed.

· Do not use CAPTCHA. There are plenty of good anti-spam tools that work well without making visitors try to read and interpret funny characters, especially on their phone.

3. Design each page with a call to action.

While you may feel like you’re being redundant by putting a call to action on every page of your website, keep in mind that all visitors do not see every page of your website. They don’t know your site inside and out like you do. They just want easy information that’s right in front of them when they want it. Being repetitive is in your best interest, and you can change up your wording so it feels fresh:

· At the end of each page of web content or at the end of each blog post, include a line such as, “If you’re interested, call us” or “Get in touch to make an appointment” or “Just give us a call to learn more.”

· Tell your visitors what you want them to do. But also tell them why they should do it. “We have been ranked the top dentist in Oz for the past decade. Click below to subscribe to our Top 10 Tips for Healthy Teeth and find out more.”

4. Consider lead capture.

Sometimes you’ve gotta give to get. Make it tempting for the potential customers who are being fickle about whether they should get in touch by generously sharing your knowledge. You don’t have to share trade secrets, but you absolutely must provide real information if you plan to go this route. Avoid drawing people in only to leave them with a cliffhanger that requires a purchase for them to continue. Don’t promise them “The #1 reason why XYZ” if you don’t intend to reveal it after pages of reading. You don’t want to trick someone into being a customer. You want to prove your worth so they will eagerly come your way:

· Offer something tangible in exchange for contact information: a white paper, an e-book, a video series, DIY information, free printouts, specific details, you get the idea.

· When you’ve captured a lead, you will have the opportunity to call on them again and again. Just don’t be a pest about it by blowing up their inbox.

· Streamline and strategically time your e-marketing gestures so that you are top of mind when your lead is ready to make a move.

Any of these techniques can be easily implemented into your existing website right now. Put your parameters in place, start tracking traffic, and see if your lead generators and easily accessed contact information change your numbers.

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