Everything You Need to Know About Better Converting Websites
Does your business have a website?
If not, why not?
If so, how is it working for you?
Is your website attracting visitors?
If so, do they turn into leads, who turn into customers?
How effective is it?
Don’t get me wrong, design is important.
A slick, professional-looking website is attractive to the user. It creates trust, and signals that the business is legitimate.
But even the best-looking website needs a goal to be effective. And it should never stop working hard towards achieving its goal.
Otherwise, it’s just another online brochure in the sea of websites for web surfers to drift past without stopping.
Whether you have a website already, or you plan to have one (and you should), conversions matter.
A website should be the hub of your business.
It should be your powerhouse of online marketing.
The engine that works 24/7 to draw users in, engage them, convert them into your next customers and boost your sales (and bottom line!).
So, how do you know if your website is built for conversions?
I’ve put together these 12 tips for you as a guide, based on information gathered from web design expert, online marketer, entrepreneur, and educator Josh Hall.
12 Tips for Better Converting Websites
1. Be Clear About Your Website’s Message
Make sure clarify your message.
Act like you’re explaining it to a 10-year-old. Your core business and value proposition should be crystal-clear.
No jargon or marketing-speak!
Keep it punchy, brief, straight to the point. Web surfers will only stay around for a few seconds when they come upon your website.
Grab them from the start.
Make it clear what you’re offering, and why it’s important, or necessary to them.
2. Your Call to Action
You need a clear call to action.
Some websites are vague and unclear about they want customers to do. Don’t be like that!
If you have a clear call to action that tells people what to do on your website, you will see higher conversions.
Tell your customers what they should do next, the next step.
There are multiple ways to make a call to action.
Primarily I’m referring to the main button that visitors should click on when they get to your website.
I also recommend that you replicate that call to action in the menu, ideally with a button.
So, if it’s a call to action for, say, calling for a quote, or subscribing via email, or making a purchase, then have that replicated.
If somebody sees your call to action, then when they scroll down, it’s still in the menu that follows them.
Beware of putting too many ‘call to actions’ on your website. If you say, ‘contact us’ and ‘get a quote’ and ‘request a free consultation’, people have no idea what to click on.
So, ideally, have one call to action. And if you need to have two different ‘call to actions’ then make funnels out of them, sending customers to separate, distinct parts of your website.
3. Simplify the Menu
Have a very organised website menu.
Your menu should reflect the main pages of your website.
Make sure people know where to go to navigate to the parts of your site they’re looking for.
Often people are not going to end up on your homepage first.
Sometimes they’ll come upon a particular page, or blog post, for example. And that’s where they dive into your website.
Your menu should direct your users to where they’re looking for more information.
An organized menu and a very intentional navigation structure are crucial. It’s critical for SEO (Search Engine Optimisation) too, because Google is looking for menus that highlight the most important pages and a good navigation structure.
This is more complicated with big sites.
Just ensure you prioritise your website’s main pages.
You can’t just stick twenty page-links in a menu. Limit this to six or seven main menus in your top navigation bar, with related sub-menus linked to these main pages.
4. Choose a Good Palette
Good web design and improved conversions go together.
A good colour palette is one example of this.
A lot of sites will use too many colours or different hues.
There’s no consistency.
There’s no streamline, consistent look to their site.
Sites that convert well often have very strict colour guides and they typically stick with only a few colours.
I recommend that you have up to two main colours. You can have a couple of secondary colours as well.
For example, your main colours might be like a dark blue and a light green, but then your secondary colours might be a dark grey for the text, and maybe a lighter blue for the background.
You can add in some other complimentary colours in there, such as orange for a ‘call to action’ button.
But make sure that you stick with those main colours.
Don’t go wild with colour variations. Have a good, consistent colour palette related to the business and its logo and branding.
5. Limit Typography
Typography is the art and technique of arranging type, including letters, numbers, and symbols.
It’s important for conversions to carefully select and limit your choice in typography.
For example, if you mix a bunch of different fonts on your website, it can look like a mess.
The recommendation is that you have up to three fonts, with clear fonts and bolder fonts for headings.
And very clear, readable text for paragraph text (sans-serif, like Arial or Helvetica, is best).
You can have some fancier fonts for secondary headings, such as sub-headings or distinct callouts.
But anytime you’re working with typography, make sure it’s legible.
Ensure you can read it easily, including your website visitors.
You can get creative with fonts and typography, but practice restraint.
The typography and fonts used on your website should be consistent with all your branding and business identity.
6. Add the Personal Touch
For your website to stand out to your customers, add the personal touch.
There are several ways to do this.
One way is use of images. That means having an actual photo of you on your website.
A photo of you (and your team) will come across as 100% real and genuine with your business situation on your website.
That can help convert because a lot of customers don’t want to work with a big, faceless business.
People want to work with other people.
So don’t be afraid to personalise your website.
Don’t use stock photos for your and your team either.
Use real photos of real people!
Use real language as well.
Don’t use sanitised marketing or corporate-speak. Your text should reflect the way you would talk to your customers.
7. Testimonials and Reviews
A key conversion strategy that almost all successful business use is testimonials and reviews.
Be very intentional about collecting testimonials and reviews for your website.
If you’re placing testimonials on your site, it’s ideal to include a photo of the person.
A basic testimonial text without a photo doesn’t connect with your audience as much.
If you can get a video testimonial, then these are the number one converter!
When requesting a testimonial, make it easy for the person to respond to you.
If you simply ask somebody for a testimonial, they might overthink it, or it’ll take forever, or they’ll be too nervous or shy, or they’ll make it way too complicated.
One tip is to just ask somebody, hey, what do you think of this (product/service) so far?
You might get some amazing responses.
If you do, then ask them if you can use what they said on your website.
Then it comes across as real and genuine.
Another option that can work well are Google reviews.
Just send (text or email) your happy customers the link to your Google Review form and ask them to give you an honest review.
You can also put your (5-star!) Google Reviews prominently on your website.
This looks great, builds instant trust and social proof, and Google loves it!
8. Limit the ‘Exit’ Signs
It’s common for people to put their social media links, social media follow sections or feeds on their website.
There is a place for social media links, but you don’t want to distract, or detract from the messaging on your website.
If your main call to action is to get a quote, don’t make icons and links for ‘liking us on Facebook’ or ‘subscribe to us on YouTube’ or going on our Instagram account more prominent than ‘get a quote’.
It’s recommended to have those social media links in the footer, or at the bottom of your web page.
You don’t want people to go off your website to your social media accounts, as much as you want them to come from social media to your website.
Also, if you are featuring social media icons, it’s advisable to blend them in with your website and use the same branding colours.
But remember, you don’t want those social media links to overshadow your main call to actions on your website.
Because those are exit signs.
We want people to go to our sites, not necessarily all our social media accounts instead.
There’s a time and place for social media, but on your website, focus on your website’s offer!
9. Footer Call to Action
Make sure you have a footer ‘call to action’ section on your website.
A lot of people neglect having a call to action at the bottom of their website.
Don’t neglect the design of that footer call to action.
Consider the user experience when somebody is on your website.
They might get to know you; they might get to like you and trust you.
They might understand what you do, and they might be interested.
If you have an entire footer section with a little animation and a little life, it’ll go a long way.
Because that’s where people are going to end up when they’re scrolling down.
You want people to end off with a big, nice call to action!
10. Issue a Challenge
There’s no right or wrong way to create a challenge.
Usually, it’s just a statement challenging a person to move forward.
If they like your site, they get to the bottom they might see a challenge at the bottom, or in your footer section.
Make them think about this challenge.
Why should they move forward?
Why should they get this free consultation, or get a quote?
Sometimes, giving a person a challenge is the best way to prompt them to act. And as I mentioned, there’s no right or wrong way to go about this.
It depends on the industry.
This is where you need to think like your customer.
What is the end goal they are seeking?
Why should they contact you?
A challenge could be ‘are you ready to…(insert customer’s end goal)?
Whatever your customer is going through, whatever they’re facing, then what’s the solution?
The solution that your business provides.
That’s your challenge.
The solution to your customer’s problem.
Take that solution and make that a challenge in your big footer call to action section, where these challenges tend to work best.
Think very intentionally about your challenge, and challenge somebody to move forward.
11. Create Urgency
Once your website visitor is challenged, why do they need to do it now?
Why can’t they take your challenge tomorrow, next week, or in three months from now?
This is where adding a sense of urgency is critical.
There are several different ways to go about this.
Make your customer feel that they’re already missing out on the benefits of your service or product.
Or during sale periods, you can say if you get a quote, within the next seven days here’s an offer, or here’s something special.
Remember that if your website says the next seven days, well, most clients are not going to know you’ve had that up for three months.
It just tells them to do something in the next seven days.
Add some urgency, time sensitive push, you can do it with a sale, signup period, a free trial, or an offer, or just a challenge.
12. Give Something for Free
This is a classic offer.
Practically, this could be some sort of free resource like a guide, or an E-book or a cheat sheet, or a useful resource.
Create something for free that your potential clients can download or access, to get to know you and to get some free value.
If you warm them up with something free, they’re going to be much more likely to purchase from you.
If somebody acts on that and it benefits them, then it may create a client for life.
It’ll help your conversion skyrocket.
So, create something for free and offer it on your website (with a request for their email first!).
Start Implementing Today
There you have it. A total of 12 tips to guide you to having a high-converting website.
If you’re feeling a bit overwhelmed, that’s okay. You don’t have to do all of these at once!
Start by implementing one or two and see how you go.
Get your web design person or agency to do this, or, if you’re planning a new website make sure your web designer is aware of these conversion tips.
It’s your business, so make sure you get every ounce of conversion of your online presence!
To your online success,