Most websites don’t convert, and just because this is common doesn’t mean it is acceptable. Conversions can be measured either by phone (which requires the setup of tracking codes) or submissions from your website enquiry form, in this blog we will talk about the latter.
Enquiries made through your website are a validation that your website is doing its job. If that isn’t happening, there’s a problem. We understand your frustration, but the solution may be simpler than you think. By following this list of action points, you should see an instant improvement in qualified enquiries. Then it’s time to test, refine and improve every link in the chain until your underperforming website is the lead magnet it is meant to be.
Our top tips on how to get more enquiries from your website
Track its performance with Google Analytics
Google Analytics can show you a huge range of data about your website and its key performance indicators. This includes important data such as the number of new visitors, returning traffic, where they are coming from (e.g. search engines, other websites, social media). It also shows the website pages that visitors are looking at and how many of them are using their mobile. All that data can be used to make your website perform better.
Improve your website’s content
It should be part of your digital strategy to periodically review the content on your website – all copy, images and video. Read through it as a customer would to see how relevant it is. Does your site have plenty of Calls to Action? Is it easy enough to navigate, and is it clear how people can get in touch with you?
When it comes to getting value from your web presence, there should be no assumptions. You need to know your audience and your message should be crystal clear. People go to your website to see if what you offer can solve their problem, so your content needs to focus on benefits to the customer. If it’s all about you and tells them nothing about them, they’ll probably tune out and go somewhere else.
Read more about the 7 highest converting web strategies here.
Check your websites user experience
Testing and improving your website’s usability or UX (that’s the tech word for user experience) is a great way to increase your conversion rates. It’s all about finding out if what you have online can be used easily and meets the users’ needs. Look through your website as if it was the first time you saw it. Does it look good and display your brand identity effectively? Is the most important content at the top of the page? Is your contact information listed in the right places, does it load fast enough? Also check all the links and Call to Actions (CTAs). Testing helps to identify and fix any problems. That increases user satisfaction and as a result, viewers become customers.
Brand Messaging
Further to the above maybe your brand messaging needs to be reviewed. Crafting your words to connect with your ideal clients and solve their problems is no easy feat. But getting this right can be an absolute gamechanger, not just for your website but for all your marketing. Have you ever read an email newsletter that makes you think, “wow, this has been written just for me!” Getting your brand message crystal clear will enable you to do the same. Work with our partner Awaken Brand – to get clarity on your brand messaging and attracting more customers.
Google Ads
It could be that you simply need more traffic to your site. If you’re not showing up on page 1 of Google, you may want to look at the option of a paid Google Ads campaign. This will show you at the top of page 1 for your selected keywords, but to achieve this holy grail status it does come with a pretty price tag, a validated one that will deliver more traffic to your site. Provided you have followed the 7 highest converting website strategies to ensure that your dollar spend converts the traffic, you will see the enquiries come through.
SEO
If you would prefer to take a more organic approach to getting onto page 1 than talk to us about a 12-month SEO plan. This is where we improve your relevancy, geography and authority both on and off your website to get you onto page 1 of Google. It is a slower approach, but the effects are long lasting.
If you would like to improve your website’s conversion rate, give your copy or UX an overhaul, or get onto page 1 of Google, get in touch with our creative team as we’d be more than happy to help.
