Optimize Your Business Website For Maximum Conversion
Are you struggling to get sales or inquiries on your website? Perhaps you’ve spent a lot of time and money into creating a beautiful website only for people to basically just glance at it.
Creating a good-looking website is only part of the formula. Truthfully, an expensive, well-designed website means nothing unless it can convert traffic into sales.
What is a convertible website? It’s a website that your customer can intuitively navigate. If they land on your homepage, they can easily go through all the pages to make an investment with you. To put it simply, it’s a website that your customer can’t get lost on while navigating.
If you aren’t getting the traffic or sales you are wanting, then you need to consider implementing these 3 tactics to improve your website navigation:
1. REDUCE CLUTTER IN YOUR NAVIGATION
If you are struggling to get inquiries on your website could be because your customers are getting lost on your website. The navigation doesn’t lead them intuitively to a sale or inquiry.
What you want to do is reduce the clutter on your website by creating an A to Z workflow. You do this by listing each of your web pages as A, B, C, D, etc., and make sure that each one end with a call to action leading to the next letter, or page in the flow.
So when they're on page A, at the very bottom, they're going to be given a call to action to go to page B. And when they go to page B, they're given a call to action at the bottom to go to page C. When they go to page C, they get a call to action at the bottom to go to page D and then they automatically land on your inquiry form naturally.
What this does is this make sure there's absolutely no confusion where they're going to next page. And this will also make sure that each of your clients become more qualified because they are hitting each of the important touch points they need in order to make a purchase decision with you.
2. USE TOOLS TO UNDERSTAND YOUR NAVIGATION
There are a lot of analytics tools that can help you understand where your potential customers are leaving your site, which could be a sign that that specific page isn’t providing a compelling enough message to lead them to the next step.
One of the tools that I use to help make sure my navigation is succinct is Google Analytics.
Google Analytics is a free program that you can connect to your website, and it will provide audience and traffic analytics for your site. If you don't have it already, make sure you have Google Analytics installed on your website so you can get this data for yourself.
You can also use a tool like Hotjar (not an affiliate link). Hotjar connects into your website as well and tracks where your visitors are going on your website. It then provides a “heat map” showing where they are clicking on the website, and where they are clicking off.
If you are needing help with setting up analytics for your website, my membership training program, The Business Conservatory, has multiple lessons guiding you through setting these up. Join for free today!
3. DON’T LIMIT THE INFORMATION ON THE PAGES
Some educators tend to go the “provide minimal amounts of information with the hope that they inquire” route. I prefer going the “Here’s everything you need to know, reach out to me if it sounds good” route.
Why? In my experience, when I bread-crumbed people along, hoping they would inquire for more information, I found it a lot harder to get them on the same page with me. especially pricing wise, when meeting with them.
Now I provide all the information they need—including the pricing. The reason why I do this is because I am really confident in my upselling process, which I talked about in depth in this blog here. So on the surface, it may look like I’m selling myself short, but I actually have an in-depth flow with automated emails, offering upsell opportunities all along the customers journey with me.
Having a convertible website is key to making the sales or receiving the inquiries you want in your creative business. It goes beyond just the actual design of the website—it goes into the information available on the website, to the navigation flow, to using analytics tools to your advantage.
Want more help with turning your website into a converting machine? The Business Conservatory program not only helps with analytics tools, but has trainings on setting up crucial pages on your website. It’s a self-paced training program, with live Hot Seat Coaching sessions with me, access to bonus podcast content, and more. Join for free today!
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