Is Your Website Built To Convert?
Sometimes too much information can stop your visitors turning into conversions.
I have previously written about the importance of ensuring your website is visible to your target markets. See: The Digital Marketing Ecosystem. In this follow-up blog, I want to explain why the structure/layout of your website is so vitally important when it comes to converting website traffic into quality, qualified leads/customers.
When it comes to generating leads and inquiries, our experience is that less can definitely be more when it comes to ensuring a customer makes contact. Once a qualified prospect has come to our site, the remainder of the puzzle is based on page layout, the quality of information, and how that information is presented.
Start your home page with a sentence or paragraph outlining the service you provide.
Follow this with some bullet-point information on your features and benefits, and then present your unique sales proposition.
Then close your ‘sale’ with a call to action.
If further information on the service is required, provide it after the above content – just be careful with the amount of detail you include as you do not want your potential customers to get all the information they need without reaching out to you.
Combining this with a structured ‘landing page’ style service page that has a clear path to conversion for the customer which enables you to ‘guide’ them as best you can into taking the action you want them to, in this case making contact.
It’s all just one more piece of the online marketing puzzle.
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