5 Steps to a Website that Converts
We are very fortunate to have our resident Small Business Marketing expert, Mary-Anne Amies from Wiseup Marketing join us on the blog this week with her insights about being more effective with your business website. Mary-Anne managed the migration of Think Bespoke’s website from Weebly to WordPress at the end of last year and has been invaluable in teaching me how to leverage my website to help me achieve my business goals. Think Bespoke’s website is a work in progress, and will evolve as my business does.
Today Mary-Anne shares her insights on having a website that converts.
60% of Australia’s population are now online, and having a website is increasingly important. We often build websites to look a way that fits within our own tastes and preferences, when instead our imperative must be to look to your target customer.
To build a website that converts we need it be found easily, have all they key information at our customers fingertips and for it present your business as credible – this is after all your first impression. Make it count!
1. Build with SEO in mind
Everyone wants to be on the first page of Google – but the truth is only about 10 websites can be. A good SEO strategy doesn’t have to cost you thousands, if you start from day one with SEO in mind, you’ll reap the benefits for years to come.
Quick Tip: Use the Keyword Tool in Google to research how your ideal customer searches for your products/services. Use those words in key text like your Title Tag, Meta Data and Major Headings, create pages with these titles where possible and logically weave them into text on every page.
2. Think Like the Yellow Pages
Back in the dark ages (2005?) we used to pull out the Yellow Pages to find the business we were after – and what were we looking for? A phone number! It’s no different today, many of your customers want to talk to you, or email you. Make it easy for them to find this information.
Quick Tip: Use the header or footer to display your number and email on every page. If you have a physical location make sure that is easy to find too, consider adding a map to help mobile users out.
3. Not Too Many Pictures. Not Too Many Words
A little bit like Goldilocks and porridge, when it comes to pictures and words, it needs to be just right. User Experience expert Sophie Ellis says “Eye tracking studies show us that the gaze tends to be more strongly drawn to images, so use them to help the user focus on areas of the page that are key”
Quick Tip: Sophie adds – “Don’t just use images for images sake, they should have a purpose. Ensure file size is kept to a minimum so the page loads quickly.”
4. Pick Your Path.
Your homepage should be a gateway into your website.
Think about your target customer and what they need to know about you. Then design your homepage and landing pages to address those needs.
Quick Tip: Ensure your homepage helps your customer work out what to do next. Should they explore your services, click for instant contact or browse a specific product range. Remember to design with your target customer in mind.
5. Respond to Responsiveness
48% of search traffic now comes from mobile! Your website needs to convert on mobile just as well as it does on a larger device. What’s more Google will downgrade you in mobile search results if it doesn’t!
Quick Tip: You can get an idea of what your website looks like on different devices by following our tip on this video.
It’s a great idea to link your website to a strong analytics package like Google Analytics, when you familiarise yourself with what is happening on your site, it can help you make changes to meet your target customers needs, and increase conversion.