12 ways to convert website visitors to customers

As a web design and Internet marketing company, our clients consistently have one request: get me better rankings and more traffic. Though it’s something we love to do, it falls short of what I think the real goal should be, and the real reason you have a website in the first place: to get more business. Many people simply chase the traffic and don’t focus on what they do with website visitors once they come to their website, so today we’re going to give you some quick and easy ways to turn those visitors into actual customers.

Tell your story.

Do you have a place on your website where you tell people who you are? A lot of scams on the Internet succeed and flourish because of the anonymity people have online. Use it to your advantage! Let people get to know you; who you are and what you are about. Better yet, tell your story, and include some pictures to really personalize it.

Share Customer Testimonials, Reviews, etc.

A client recently asked me how many testimonials is too many to show on his website. My answer? There’s no such thing as too many testimonials! It’s a great honor to get a testimonial or good review, but the fact is you’ll get many more if you ask people for them. Ask, and then share them on your website. It’s a great way to show visitors what kind of business you really are.

Memberships, Certifications, Awards, oh my!

Anytime you show with which organizations you are a member, certifications you’ve achieved, awards you’ve received, or other affiliations, it’s going to build trust and set you apart from your competitors. Are you a member of a Chamber of Commerce? Accredited by the Better Business Bureau? Those logos on your page say a lot about your credibility, and only takes a few minutes to add them.

Offer a Guarantee.

When you offer a guarantee, it sends a strong message that you believe in your product or service and that you literally put your money where your mouth is. Clearly posting a guarantee on your website shows you are committed to honoring your services and builds trust. There are MANY reasons people hesitate to buy your product or service, but a guarantee can take away a lot of them when you simply say “I guarantee your satisfaction!”

Give Away some Good Stuff.

Being generous is nothing new. Give away (good) free stuff, and people will line up for it. Try putting together an incredibly useful guide, tool, app, plugin, or something else that people will hang on to or use. Oh yeah…and brand the heck out of it so they always know where it came from.

Your contact info, front and center.

Websites are great, but some people just want to call. Make it easy for them by putting your phone number right on the top of page and make sure it is large enough to read. If you have a toll-free number, use that or put them both up there. Bottom line: don’t make it hard for people to contact you. Something to note, if your phone number is in text, folks looking you up on a cell phone can just click on the number to call you (very handy for retail, restaurants, doctor offices, and anyone else that depends on foot traffic).

Get Social.

Work those social media sites into your website as much as you can to encourage visitors to follow, friend, or somehow interact with you. It’s Important. By bringing them into the fold, you’ve just gotten permission to market to them on a regular basis. Some key things to do here:

  • – Put links to your social media company pages on your site
  • – Add social sharing buttons to your site
  • – Use widgets from Facebook, Twitter, and others to show your social media activity and promote your profiles

Social media marketing is a big topic, but you can get started with a few of our past blogs:
Social Media in 15 Minutes a Day
Get More Website Traffic in 7 Minutes with Social Sharing

Blog to build trust and engage your visitors.

Blogging regularly has huge benefits. You are continually adding engaging content, building trust by demonstrating your expertise, and providing useful information to your visitors. Do this better than your competitors, and your prospects will want to have a relationship with you.

 

Add video to your website.

Online video is extremely engaging and keeps eyeballs on your website, so I recommend using it wherever you can on your site. 85% of the US internet audience watches videos online. (Sources: comScore and Nielsen via Hubspot). Promotional videos, how-to videos, technical videos, and video testimonials are just a few examples of what you can do with video. You don’t need anything fancy – one of our clients routinely uses his iPhone to shoot some simple footage. Make it as professional as you can with the resources you have.

Make improvements to your website.

Take a look at the design…does it stand out against your competitors? Is it simple to navigate, or do people have to dig for information? Does it load quickly? 46.1% of people say a website’s design is the number one criterion for discerning the credibility of the company. (Source: Stanford Persuasive Technology Lab via Hubspot.) Take a few minutes to assess your website, or contact us for a free website assessment. Even small improvements make a big difference.

Content is King.

It’s about both quantity and quality. Quantity helps broaden the amount of content indexed by search engines, and Quality makes the content engaging, memorable, sharable, and useful. Every so often (or all at once if you have time), pick a page on your site and make it really pop. Re-write the content, add pictures, shoot a video explaining the topic, create a useful download, or simply add some additional information.

Put a Call To Action on every page.

Every sales training I’ve ever heard says the same thing…ask for the sale. In sales you have to have to constantly ask for the sale, and the same thing is true on your website. Ask them to sign up for mailing list, ask visitors to contact you for a free guide on ___________, ask them to click to see your latest blog post. Be consistent, and match your call to action up with the page content to make it relevant.

Some of these techniques are simpler than others, but they are all meant to be relatively easy ways for you to increase the leads from your website. As you implement these ideas, be sure to use Google Analytics or another tracking service to measure your bounce rate, pages viewed per visit, and if possible, track the actual conversions. Tracking conversions is a little more complicated, but well worth it.

What tips do you have for increasing conversions from your website? Please share them in the comments below!

This post was written by Joey Ambrose on October 17, 2012

Joey is the President and CEO of Go Web Solutions, an award-winning web design and Internet marketing company in Tucson, Arizona. When he's not helping clients get the most from their web sites, Joey enjoys cycling, running, swimming and hiking. Contact him at: joey@gowebsolutions.com or on Google+

4 Responses to “12 ways to convert website visitors to customers”

  1. Sandra Tuirner says:

    Joey,

    Great article. I believe it’s the most relevant and comprehensive content online. You really cover it all. I would only add feedburner in the mix.

  2. Randi Valdez says:

    Thanks Patrice! Glad to provide some useful information–a call to action gets your visitors moving, whether it be throughout your site or to the telephone to give you a call. Hope you are well.

  3. Nancy says:

    http://williamsburg plastic surgery.com Great suggestions. We are making a new website with someone else as we speak.

  4. That’s great, Nancy! Hope you found the suggestions useful. Let us know if we can do anything to help.

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