There’s no denying your business website is one of the most important tools you have. But having a website is not enough. You need to drive traffic to your site with search engine optimisation and lead generation.
Driving traffic to your website with nothing to show at the end of it doesn’t mean anything, the key focus businesses should focus on is conversion rate optimisation. With the aid of an award-winning SEO agency, businesses can reap the rewards of converting website traffic into high-valuable leads, and in this article, we take a look at some of the best practices of conversion rate optimisation to boost your website’s profitability:
1. Track customer behaviour
It’s hard to start improving performance if you don’t know the baseline on which to improve. If you want to improve your fitness, you want to know how far you can run and how fast, for example. The same goes for your website and your ad campaigns. If you want to boost profitability, you need to see what is working and what isn’t.
Tracking analytics is essential for conversion rate optimisation. Your website is creating a wealth of data and you need to tuck into it. You want to measure as many things as possible. You can hire an SEO agency to do this for you. You can also opt for tools like Google Analytics.
2. Create amazing content
Content continues to generate a lot of leads but it can also help with conversion. You want to create rich content that helps the customer understand the benefits of your product or service. Engage the customers with detailed posts and videos alike. Make sure you prioritise quality over quantity.
3. Keep body text short
Good, in-depth content doesn’t mean you need to fill your website with lengthy pieces. Clarity is the key to good content. Studies show that when the average sentence length is below eight words, readers can understand everything. Increase the words to 14 and comprehension drops to 90%. Go further and comprehension keeps dropping.
4. Use H1 Headers
When visitors find themselves on your website, they want to know where they are. H1 Headers are a great UX element in sharing this information. You want to use these headers to tell in a few words what your business is about. You can capture people’s attention with headers. This reduces bounce rate and can boost conversion rate. It is also a great way to improve your search engine ranking.
5. Add a Call to Action (CTA)
Aside from the headers and headlines, CTAs are a must-have. You sometimes need to nudge visitors into the direction you want them to go. A good CTA will help the visitor to:
- Purchase the product
- Sign up with your service
- Contact you for more information
An SEO agency can help you understand which CTAs are working and which aren’t. As a rule of thumb, you want the CTA to be visible and clear. Keep it short and play with the font or size to help it stand out from the rest of the site.
6. Stay away from stock images
Visitors love photos. According to marketing professional Jeff Bullas, 60% of consumers are more likely to consider a business if they see a relative image on their search results.
But search engine marketing agencies recommend you shouldn’t use stock photos. If you don’t have the opportunity to display original images, you are better off having none. As a serious brand and business, you don’t send the right value proposition with stock images.
7. Take advantage of testimonials
Reviews are among the top reasons people make a purchasing decision. If you have great reviews from customers, then use them on your website.
8. Don’t give an easy way out
No search engine optimisation agency will recommend you to hold your visitors hostage. But it doesn’t mean you should provide them with an easy way out. If you prioritise links going away from your website, then you are doing it wrong. You want to provide more reasons to engage with your content, not leave.
Youtube videos are also great content for websites. But you should be careful when you add them to your site. You need to remove the ‘related videos’ at the end of the video. You want your visitors to watch your video but not get recommendations on other similar videos. These could end up making them click away from your site.
9. Make it safe, fast and mobile responsive
Cybersecurity is a hot topic in today’s world. You want to build brand reputation and recognition by focusing on security. It’s possible to improve conversion rates by making your site safer. Get professional site certification and make sure to encrypt your data.
Aside from making your site safe, you also want it to be fast. People aren’t going to stick around for long. Your website has to load within a few seconds or you might lose your visitors.
Finally, you need to realise that majority of visitors might be viewing your site on mobile. Your website has to take different devices into consideration. You need to create a responsive site that is easy to use on desktops and mobiles alike.
10. Talk to your visitors in real-time
In the B2B market, live chat options are crucial. You can improve your conversion rate optimisation by including this on your site. It allows visitors to make enquiries and learn more about your product or service.
The bottom line
The above tips follow research by the award-winning SEO agency. These actionable steps can help you optimise your website. You will not only end up generating more leads with quality content but you’ll also convert those clicks and views. Creating a good quality website is not rocket science. But you need to focus on the right elements to ensure you are maximising your potential.