3 Tips to Increase Website Conversions

Every business needs a website, and you want your website to look impressive and attractive to your potential customers. But most people aren’t web designers, so getting a website up and running can feel daunting.

There are also so many things to consider. You want your website to engage your visitors, drive sales for your business, and then there's SEO. Most people think you need to spend thousands of dollars or countless hours to create a high-performing website. But it doesn't have to be this way.

Here are three simple tweaks based on Donald Miller's Storybrand method that can make a big difference in both your leads and sales.

1️⃣ The Header/Hero Section

Your Header (also called the Hero section) is the first section of your website. It's the top portion of the home page and the first thing people see when they visit your website.

Many businesses create an aesthetically beautiful header with some catchy or clever wording. But that doesn’t necessarily tell the visitor what product or service you're offering, how it will make their life better, or what they need to do in order to get it. Visitors should know within seconds if you have what they’re looking for. According to HubSpot, the average time spent on a website is just 54 seconds!

The Header section should answer these 3 questions:

1. What do you offer?
2. How will it make your customer’s life better?
3. What do people need to do to buy your product or service?

Ideally, you want to use very few words, have a clear call-to-action (more on this below), and an image that either portrays someone enjoying your product or service or elicits the feeling that someone would get when they use your product or service.

2️⃣ The Call-to-Action

The call-to-action button is used to tell your website visitors what you want them to do next. It's like having a cash register in a store - customers know to go to the cash register when they are ready to pay. Similarly, a call-to-action button tells your potential customers what you want them to do or where you want them to go.

Many businesses do not confidently call their customers to action. Instead, they are passive and vague – or even worse, they never call the visitor to take action at all. It's really important to have a clear and direct call-to-action in multiple places on your website, but especially in the header section.

The idea is that if a visitor lands on your website, you want them to clearly know the next step to take. Do you want them to buy a product or service? Do you want them to schedule an appointment or a call with you? The call-to-action button should reflect that exact action.

Calls to action like “Learn More,” “Our Story,” or “About Us” don't direct your visitors to what you're selling. The best calls-to-action are clear and direct: "Buy Now", "Register Now", "Join Now", "Schedule a Call", "Book an Appointment."

Your Header section and Call-to-Action button should work together to immediately tell your visitors exactly what you offer and the first step the visitor needs to take to get that offer.

However, you don't want to call your customers to action just once. Calling the customer to action multiple times is one of the secrets of a great website. There should a call-to-action button

• in the Header section of your website

• at the top right of your website in the menu bar, and

• in each section as visitors scroll down the page.

3️⃣ Setting Yourself Up As The Guide

What makes a visitor actually want to buy from you and click that call-to-action button? To earn the trust of your visitors and inspire them to take action, you want to position yourself as a guide who can help.

How do you do that? By demonstrating both empathy and authority.

You want to empathize with the pain your customer is experiencing because this lets your customer know that you understand the problem they’re facing. After all, how can you solve a problem if you aren’t aware of it or don’t understand it?

When your visitor reads messaging on your website that articulates their pain, they engage, and they begin to trust you.

But you must also show that you are actually capable of helping them overcome their problem. You can do this by listing the education or certifications you hold, and with social proof such as testimonials or showing the statistics about the number of people you’ve helped.

When you show that you understand your visitor's problem and that you know how to help them solve it, visitors will be much more likely to want to work with you.

Final thoughts

A few simple changes to your website can greatly improve your customer experience and ultimately lead to more sales and higher revenue.

Want my expert eyes on your website to suggest ways to improve its design and functionality?

A Website Audit is the solution you need.

Want to refresh your website with some of these ideas?

Book a free discovery call to find out how we can work together.