Every visitor to your website is a potential customer.
Maybe they saw your leaflet or ad online and typed your URL directly into their browser.
Or maybe they were just searching for your product or service on Google.ie and came across your website.
Either way, if they landed on your website, they must have some level of interest on what you have to offer.
So, why do so many of them click away from your website without ever giving you a chance to close the sale or establish communication?
That’s what I will tell you now… and it is because your website did not do it’s number 1 job!
To build rapport, increase trust and affinity with the prospect so they feel comfortable enough to interact with you!
You know I love statistics so here are a couple of interesting ones:
That tells us two things:
The page fold is the single most important aspect of the page layout that every web designer must take into consideration while designing a website. Visitors decide whether a website is worth their time or not in as little as 7 seconds. This means you have very little time to make an impression on your visitors, and this is where the importance of the page fold gets in the picture. The golden rule of page fold is simple – all important information must be above the fold.
If your important call-to-action buttons or website messages are below the fold, the chances that your visitors will come across the information they are looking for are slim; very few of them will scroll down to check out the information below the fold the very first time they are visiting your site. If this happens, say goodbye to any chance of achieving an acceptable conversion ratio. Here’s an example below using our own homepage: Only 25% of visitor scroll past the top fold…
See this info live here it is interesting
What is your impression when you visit a website that contains broken links or pages that take forever to load? It doesn’t really instill confidence in that business, does it?
And since 40% of people will abandon a website that takes more than 3 seconds to load, this should be your first priority.
More info from Google here: https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html
What does that mean? If your website is responsive, that means it can automatically convert to a mobile version depending on the type of device being used to view it. Today 65% of digital media is consumed on mobile devices — up from 53% in 2015. I don’t know if you’ve ever tried to browse a non-responsive website on your smartphone but it is EXTREMELY frustrating. You’ll be tapping and zooming in order to read anything at all. Not to mention: Google will penalize your site with lower rankings in mobile search results if it’s not mobile friendly, making it harder for mobile users to even find you.
I’m not talking about a bunch of bells and whistles. I’m talking about website design that makes sense for your business and immediately tells visitors they’re in the right place. Your website should use photos and a color scheme that are industry-appropriate: blues and whites for dentists, green for landscapers, pinks and purples for dance studios. People like familiarity at a website. That makes them comfortable there. If your website sells products right on the website, make sure the checkout experience is easy and familiar.
The headline on your website should, like the main image and color scheme, let your visitor know what kind of website they’ve landed on. A big, bold headline is something people can quickly scan before they decide whether or not they want to continue reading before they make the time investment to read an entire page. Speaking of which, you need…
If your prospect does make the decision to hang out and stay on your website for a while, reward them with scannable, easy-to-read copy. (Copy is the words on your website. The content.) Use sub-headlines (miniature headlines that introduce a chunk of text) that your visitors can skim and decide whether or not they want to continue reading — otherwise, chances are, they won’t. Also, include bullet points. These are easy to read and help to break up big blocks of copy, which can be intimidating and turn visitors off.
Make the copy helpful to the visitor rather than pushing the sale. Also, make sure your copy includes the terms people type into Google when they are searching for what you sell (this will help increase search engine optimization or SEO). One more thing: skip the industry jargon. Speak to your prospects in a language they can understand!
Don’t just tell your prospects about what your business offers — tell them how it will solve their problems or make their lives better. I know, it’s a tough one. Even professional copywriters struggle with it! But it makes a HUGE difference. Don’t just list the features of your product or service, tell prospects what it will do for them. (Feature: 24-hour service available. Benefit: Immediate assistance anytime when your car breaks down, day or night!) To combine the point above with this one, it’s a good idea to include benefits in your sub-headlines. That way, if visitors are rushing and only scanning, they’ll still come away with an understanding of how your business can improve their lives.
This also applies to leaflet design: http://www.allhomes.ie/blog/6-leaflet-design-mistakes-you-are-making-right-now/
I’m always surprised at how many businesses leave this simple item off of their website and other marketing materials. Don’t assume that interested prospects intuitively know what step to take next — they don’t! A clear call to action helps nudge them in the right direction. If it “pops” in a completely different color from everything else on the page, even better because the visitor’s eye will be pulled there involuntarily.
Show your visitors that you are real people with an About Us page that includes a short history of your company and photos of your office or shop, you and your staff. People want to know who they’re dealing with! Make sure to also include testimonials and reviews from happy customers as “social proof” — 88% of consumers say they trust online reviews as much as a personal recommendation! More info: https://www.brightlocal.com/learn/local-consumer-review-survey-2014/#personal
Including your physical address and phone number — where visitors can easily find it and reach out to you — tells people you are a legitimate business that welcomes interaction. Have you ever clicked on a website that didn’t offer any contact information? I don’t know about you, but I rarely bother myself to hunt down their phone number or email address. No thanks!
This is a biggie. If you want to turn your website visitors into leads, you have to collect their contact information so you can follow-up. But people are reluctant to give away their information, especially on the internet! Make it worthwhile by offering them something of value (for FREE) in return — it could be free samples, a free quote, a newsletter subscription, you name it!
And don’t ask for too much right off the bat. According to HubSpot, a lead capture form with only 3 fields (meaning you only ask for three bits of their information) will get 10% more conversions than a form with 6 fields. You really only need their name and email address to follow up. You can ask for more information later! We ask for email only and then politely ask for more once we get that. If we don’t get more right away on our site, we email them what they wanted and ask again. More: https://www.hubspot.com/marketing-statistics
The button on your lead-capture form should entice prospects to claim your offer by telling them what they will receive. Don’t say “Submit.” Nobody wants to “submit” anything! Say “Send my free samples!” or “Start my FREE subscription!”
This is HUGE. You want people to focus on a single action and not be distracted from it.
Are there items on the page that could divert the visitor away from the goal?
The more visual inputs and action options your visitors has to process, the less likely they are to make a conversion decision. Minimizing distractions like unnecessary product options, links and unessential information will increase the conversion rate.
On your landing pages and product pages, remove or minimize everything that is not relevant to users taking action.
Ask yourself is there anything else that you could take off the page, something that is NOT contributing to the conversion and only distracting?
I know, it’s a lot to think about — but it’s 2017, and 96% of prospects will go online before they contact you and that means:
If your website isn’t working to increase your prospect’s trust, you’re LOSING sales, period.
All Homes Leaflet Distribution CAN now offer to create beautiful, functional and affordable priced websites for select businesses. Whether you use our leaflet distribution services or not, the consultation is FREE! Call us and ask for George, that’s me 🙂
Call Us Today 016237155 or request a leaflet distribution price quote here
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