Table of Contents
- 9 Strategies To Build A Website That Converts Visitors Into Customers
- 1. Enticing Call-To-Action
- 2. Clear Value Propositioning
- 3. Using More Whitespaces
- 4. Keeping The Forms Short
- 5. Adding Testimonials On The Homepage
- 6. Using The Right Keywords
- 7. Creating Targeted Landing Pages
- 8. Answering All Questions
- 9. Continual Testing & Improving
- Expert Advice:
Are you getting steady website traffic but little to no sales? This is a common problem that many entrepreneurs face during their business journey. A website that converts ensures your landing page has all that it takes to turn the visitors to take action and become leads. But how is it done?
Constructing attractive CTAs, adding compelling headlines, a killer website design, and keeping content relevant to your prospects are the keys to making a converting site. In this article, we’ll be sharing our top techniques to convert and retain your customers.
As a rule of thumb, 96% of website visitors just come for a look around and leave without buying. To turn them into customers, your website has to offer value and a unique selling point. Towards the end of this article, you’ll learn 9 strategies that will not only boost your conversion rate but also help you get business credibility and customer trust.
Let’s get started.
A converting website is challenging to obtain and maintain with the ever-changing customer demands. However, with the right set of strategies, techniques, and continual testing, you can turn any website into a high-converting website. Let’s learn our 9 strategies to improve your conversion rate and boost business profits to the maximum.
A call-to-action or CTA is the most essential part of a website for driving leads and conversions. The design and placement of a CTA are equally important to compel the visitors into taking some action on your website. The actions may range from making the potential customers sign up for a newsletter subscription, free trials, or product demos.
Once you get hold of a visitor's email, they become your leads. You can contact your leads in the future with a personalized digital marketing campaign of your products and services to amp up the chances of conversion.
Let’s have a look at the qualities of a good CTA that convert visitors into leads and customers:
- Easy to find
- Tested and optimized
- Have a contrasting color
- Speak in the first person
- Creates a sense of urgency
- Do not compete with other CTAs
Neota’s CTA is a good example to understand a quality CTA that converts visitors into leads. They use a CTA “request a demo” with a contrasting dark green color compared to the light green color scheme of the website. Moreover, they place the CTA at the top as well as the bottom of the website to increase visibility. The CTA is clear, to the point, and actionable.
A value proposition refers to the summarized explanation of your product or services that appears on the homepage. Value proposition helps customers decide if they want to buy from your brand or not as it’s the first thing they look for when they land on your website. A good value proposition should be clear, concise, and attractive to prospects.
Different website elements determine your value proposition including the headlines, visuals, and content body. Every brand has a Unique Selling Point (USP) that should be reflected through a value proposition. An ideal USP should be summed up into 10 words or less to make it digestible for your visitors.
You have 0-8 seconds to make a good first impression on visitors during which they’ll decide to leave or stay further on your site.
Let’s have a look at the value proportion of GreenSupply, a health and wellness store. When prospects land on the homepage, they get a clear idea of what the website is all about through a clear and concise headline stating “Face Masks, Health and Wellness Products and More”.
Since the store majorly deals in KN95 masks, it’s mentioned “Save up to 25% on masks” right below the headline as a part of their USP. The website has assisted its value proportion with the right visual elements. For instance, you’ll see photos of kids and adults wearing KN95 masks throughout the website which also depicts it’s primarily a mask-selling website.
The “less is more” approach works wonders in website design to make visitors take action on your site. White spaces or negative spaces refer to the space on your website that doesn’t have any content. Instead of overloading your business website with written content, visuals, and graphics, take on the minimal approach.
The less content and unnecessary elements there are on your website, your CTA will be easier to find for visitors. Try to leave enough space between the following website elements to make it user-friendly:
- Space between letters
- space between lines of text
- Space between paragraphs
- Space between header and content
- Space between sidebar and content
One of our favorite examples is Luxurymodo which uses enough white space on its homepage, making a clean design. This makes the content easily readable, and the website easy to navigate and user-friendly. The website uses the classic color scheme of black text and white background to minimize distractions, make content scannable for the eyes, and make what’s featured stand out better.
Have you ever clicked the “sign up” CTA button that leads you to a form with dozens of fields that require your input? If yes, you know the hassle and inconvenience of filling out long signup forms. Most of the time, visitors are just randomly surfing your website and are not in the mood of filling out complex registration forms.
Here are a few questions that visitors find tiring and unnecessary to answer for a simple website sign-up:
- Date of birth
- Phone number
- Verification code
- Security Questions
- Re-enter password
- Credit card information
On the contrary, if you keep the forms short and simple, you’ll convert your visitors into leads. Moreover, when a visitor sees that you respect his time, he sees your brand as human-friendly and credible. A good example is the short sign-up form of Recruit CRM that only asks visitors for their name, email, and password.
Also, have a look at the structural design of the form that makes it more attractive for prospects. For example, the fields have a single-column layout, making them readily scannable for leads. Moreover, the fields are not marked with a red asterisk to differentiate between optional and required fields which makes the form simple to fill out without leaving any confusion.
Adding customer testimonials, reviews, and case studies to your website is as important as website optimization when it comes to boosting leads and conversions. 92% of visitors just come to your site and leave without taking any action. Among many reasons, customers are skeptical about the product quality you’re offering.
Today, customers check the online reviews and ratings of a brand on Google and social media channels before they make a purchase. To assist the customers in the purchasing process, try adding social proof like client testimonials and product reviews on your homepage.
This approach boosts credibility and trust with visitors as they get the opinions of real customers right at your website without having to reach out to online and social media platforms for the brand’s reviews. Consider this dog training website as an ideal example of using testimonials on the homepage to boost online business credibility.
Also, notice the homepage only shows a handful of best customer reviews. If a visitor is interested to find out more brand reviews, they can click on the “See More Testimonials” button that takes them to a separate page solely dedicated to customer reviews and ratings from Yelp and Facebook as well as a video testimonial from a satisfied customer.
Instead of posting detailed customer reviews on your homepage, you can simply put statistics of your satisfied customers. This approach is especially useful for promoting B2B companies. Take a look at the homepage of Pixlee TurnTo where they’ve used the logos of their client companies alongside the text “Trusted By Over 1000 Global brands” to boost credibility.
Online users find brands through Google search by searching intent-based keywords. If your conversion website is optimized for SEO, the number of visitors will most likely increase given that they are shown exactly what they came up for.
When a website offers solutions to user queries, its ranking in the Google SERP also increases and users perceive it as a high-value brand. This ultimately helps websites generate more leads and conversions while building strong customer loyalty.
Website owners and marketers should carry out a keyword search for their products and services and include all relevant or LSI keywords in their websites to attract more online traffic. Some of the best online tools to conduct keyword searches are:
- Keyword Surfer
- Google Search Console
- Google Keyword Planner
- Ahrefs Keywords Explorer
Take the example of Dsigns, a branding, web design, and digital marketing company in Sydney. If we look closely at the bottom part of the homepage, they’ve optimized the FAQs for intent-based keywords including “file formats”, “website cost”, and “get leads online”. This strategy helps the website reach its target customers who are the people specifically looking out to scale their online presence.
Furthermore, make sure to perform the competitor analysis before doing the keyword research. While choosing a brand, customers visit your competitor sites and measure where you stand up to them. If your website is user-friendly and SEO optimized for relevant content, customers are more attracted to it and end up making a purchase.
A landing page brings a visitor to your website. It’s important to optimize each landing page for separate keywords to attract relevant prospects. For example, if you’re selling 5 different services on your website that are not closely related to each other, make separate landing pages for each service. This ensures the right audience visits your website and takes action.
On the contrary, if you put all services on a single page, it confuses the search engine crawler. Your website might not end up showing on the front page of the SERP. Most importantly, separate landing pages help in conversion rate optimization as visitors land exactly where they want to be.
They get to the service or a product they’re specifically looking for without having to spend extra time scrolling through a website and exploring all irrelevant services. The rule of thumb is you’re likely to get more leads if you've more landing pages on your website.
One of our favorite examples is AgilityPortal which provides separate landing pages for intranet software for 6 different platforms. Users can choose and go straight to the platform for their needs through the navigation bar. It saves time and effort on the part of prospective customers and helps them take action.
When an internet user visits your site, he has a lot of questions about your brand, products, and services. If your website content provides all the potential queries of your prospects, it gets easier for them to decide whether they want to sign up for a subscription, request a demo, or make a purchase right away.
If you offer complex products or services, include a FAQ guide on your website to help users. Customer questions like “What is this product for?” Who should benefit from this product/service?” and “How to use it?” are the core questions that must have answers on your website.
Consider the help/FAQ page of this logistics automation solutions website. The website has dedicated a separate page to assist the prospects in their decision-making before taking a free trial on their website. Visitors can find all relevant information including making a user account, document handling, shipping, billing, and troubleshooting.
The website also caters to unique client requests through a separate page with the title “submit a request”. This page allows users to contact the support team and attach files or documents they need help with. Users can sense the brand’s dedication toward customer satisfaction and support which ultimately results in more sales and conversions.
Websites should be regularly tested for a consistent user experience and conversion optimization. When a visitor lands on a homepage, website elements like design, color scheme, and clickable action buttons play a vital role to turn them into leads. Run frequent A/B tests to identify which website features are promoting leads and what needs to be improved.
During an A/B testing the following content and design features can be evaluated for their effectiveness:
- Web pages
- Website copy
- Checkout buttons
- Email sign-up forms
- Navigation elements
- Social sharing buttons
- Homepage promotions
- Responsive web design
- Homepage search modals
- CTA and CTA placements
Here are a few efficient A/B testing tools to assist you to build a website with a responsive design that converts:
- AB Tasty
- Crazy Egg
- Google Optimize
- HubSpot's A/B Testing Kit
You can leverage heatmaps to assess how visitors navigate your website. For instance, you’re offering a unique service on your website targeted at your specified audience, to find out if people are interested in getting to know your product using heatmaps. You might notice more people tend to scroll toward the bottom of the site.
Place the CTA at the bottom of your site to maximize leads based on the heatmap results. This insight can be utilized to improve your website design to make it user-friendly. Similarly, incorporating data analytics solutions into your website gives you better insights into your customer profiles and buying behaviors which are the driving indicators for business improvement.
Your loading speed is an important factor for determining whether a website is user-friendly or not. A one-second lag in load time results in a reduction in conversions by up to 7%.
There’s nothing more challenging than a website that attracts considerable traffic but doesn’t generate leads. It’s a clear sign you’re missing out on delivering what your visitors expect from your site. An A/B testing works wonders in highlighting the possible issues with your website. From creating enticing CTAs to building a strong value proposition for your brand, there are many ways to boost website conversion.
In this article, you’ve learned 9 effective strategies to build a website that converts visitors into loyal customers. Now it’s time to implement those strategies to double your sales and revenue. Besides reaching your conversion goals, implementing these strategies will improve your user experience, increase customer loyalty, and help you get a competitive edge in the market.
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Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement revenue-driven SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?