1. Establish Value
The website visitor should be able to figure out at a glance what you do. Ideally a catchy headline, backed up by images will let your web traffic know what you’re about and why they should care. Everyone is busy, and there needs to be a clear reason for your visitors to stick around. A well thought-out and designed homepage will answer the biggest questions up front and draw them in with clear offers and benefits.
Think about these key questions as you develop content for your website: What problem are you solving? What’s in it for them? What will they get when they hire you? Why should they subscribe to your newsletter or read your blog?
2. Stay Action Focused
Make sure there is one main call to action (CTA) on every page. Having more than one call to action can sometimes work, but it’s best to limit the CTA’s to one per page. This makes it more obvious to the visitors what to click on next and brings them more directly through your sales funnel.
Here’s an example of a website we did for Easy Buy Canada.
As you will see, the CTA is on the right hand side which links to a form, and there is a clear headline at the top of the page next to the logo.
3. Color Does Matter
Finding a contrasting color for your call to action buttons can increase conversion rates. If your website is mostly purple, your call to action button will stand out best if it’s green, for example. Red, blue or yellow can work well for “Buy Now’ buttons as long as they contrast with the page. Amazon uses a yellow CTA button, so most shopping carts use yellow.
4. List The Benefits
Be clear about what is in it for your clients. A great way to do this is by creating a bullet point list of the benefits. This is very different than a list of features. Features is a more technical (and potentially boring) list of the why and how. What your clients are looking for are the benefits to them. How will your solution solve their problem/improve their lives/save them time/money/make them feel better? This can also be done in a video format.
After reading this list of The Benefits of Oranges, you may want to eat one next time you get a chance!
5. The Five Second Rule
Open up the website you are working on after several days of not viewing it, and stand back. What catches your eye first? Where does your eye go next on the page? What stands out? Is it conveying the clear message you would like it to? Get other people to look at your website as well, and offer you their first impressions. Ask yourself, “If I was a prospect, would I act on this page?”
Take a look at vwo.com as an example. You can bet this landing page is highly optimized. There is a clear call to action that immediately catches the eye. You will notice in the example below, the bright orange CTA button stands out against the dark purplish/gray background. There is a clear headline at the top of the page, an image, and a list of benefits “5 reasons you should…”
6. Responsive Web Design
Wikipedia: “is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones.”
Having a responsive website has just become critical with Google’s April 2015 algorithm update, as Google will now be rewarding a higher Google ranking to sites that comply with their mobile-friendly rules.
Mobile phone searches have now tipped the scales on regular desktop “Googling”, so it’s more important than ever to have a site that is easy to use on smartphones.
7. Testimonials
Nothing sells your story better than smiling faces, and raving reviews. Getting testimonials on video from your clients can be very motivating. The videos can play automatically on specific pages (such as a register for an event page) or they can be scattered through the site. It’s a great idea to include a few testimonials on the homepage for social proof and just another reason to keep those website visitors clicking through your site.
Here’s a few examples of testimonials from a site we designed for www.execsintheknow.com:
A lot of visitors don’t take the time to visit the testimonials page specifically, yet they are a very important selling feature, so it can be a great idea to have a testimonials page, plus scatter testimonials through-out the site.
8. Social Media
There are many awesome benefits for including social media in your marketing plan, and I will list a few here.
A. It improves your SEO. Having Facebook, Twitter, Linkedin, YouTube, Google+ accounts (and more), will improve your SEO rating and increase traffic to your website.
B. Social media is a great way to learn about your target audience and target them more effectively and directly.
C. It’s very cost effective. For little to no budget, you can build relationships, reach new clients, increase brand awareness, and get your message heard and shared.
9. Traffic and Getting Your Website Found
Increasing website traffic is key to any business and competition is sometimes fierce. There are many things you can do to help your SEO ranking such as having a blog, social media, knowing your target audience and keywords. One of the more effective ways to get to the top however, is simply through PPC ad campaigns. PPC advertising is often overlooked as being ineffective or too expensive, but it is an excellent way to grab traffic and get you a top spot on the page and, if done right, is usually profitable.
We offer a variety of solutions for traffic generation, from SEO packages to PPC advertising and social media campaigns.
