9 things every business should do to optimize website conversions
When I started building websites, over 20 years ago, developers were more fascinated by all the fancy things they could get websites to do; such as flashing text, scrolling words, etc, and less so by how much these web pages could contribute to the bottom line of a business.
How far we’ve come since then. Today, as a web developer building a business website, you need to be able to help the business make more money. Period. The underlying question entrepreneurs have, when considering their website is: “How will this thing help my business to be more profitable?”
In other words, how will this website get visitors to become clients, or take a step towards becoming a client by booking a call, opting in for a mailing list, or signing up for a webinar?
The percentage of people visiting a website who take a desired action is called the conversion ratio. So, it stands to reason that when you have a higher conversion ratio, you have more business coming in through your website.
So how do you optimize a website for conversion?
1. Have a conversion goal
The first thing is to know what action you want people to take when they come to your website. Most businesses do not. As a creative entrepreneur, you are a step ahead if you have this figured out.
Most business websites do have a singular defined aim for visitors. This aim could be to have as many people as possible sign up for your mailing list or buy your latest ebook. Whatever it is, you want everything on your website to lead to it. Whichever page on the website someone lands on first, you want them to end up on the page or section where they can take the desired action.
2. Optimize website speed
The faster your website loads, the better the user experience. Optimize your website for speed by reducing the size of images, using caching, and minimizing the use of plugins and scripts.
Every day millions of web pages around the Internet miss out on potential visitors because people tried to open them and then clicked away because they took one or two seconds too long to open.
Also, make sure your hosting provider is not slowing you down. Cheaper hosting companies, usually overload their servers with too many websites, leading to low download speeds and a poor user experience.
3. Use clear and concise copy
This is a key step in optimizing websites for conversions that a lot of websites skip. Make sure your website’s copy is clear, concise, and easy to understand.
Avoid making your blog posts longer just so you can meet some crazy SEO targets for word count.
Use simple language and avoid jargon that could confuse or deter potential customers.
When people are confused they skedaddle.
4. Use compelling calls-to-action (CTAs)
If you want people to do something you need to tell them. Just because you present a PDF with useful information doesn’t mean they will download it.
You need to list all the benefits of the information contained in it and then tell them to download the damn thing if they want to achieve whatever desired result you’re promoting.
Use persuasive language in your CTAs to encourage users to take action. Action-oriented verbs like “buy,” “subscribe,” or “register” also help to increase conversions.
5. Use responsive design
With more people accessing websites on mobile devices, it’s important to have a responsive website that looks great on all screen sizes. Make sure that your website is easy to navigate and that buttons and CTAs are easy to click on mobile devices.
6. Optimize for search engines
Use search engine optimization (SEO) techniques to make your website more visible to search engines. Optimize your website for keywords related to your business and industry to drive more traffic and increase conversions.
7. Provide accessibility features
About 20% of people cannot interact with websites the way most people can due to physical disabilities or cognitive conditions. When you make your business website more accessible, you enable more people to enjoy your content and buy your products.
8. Provide social proof
Use social proof, such as customer reviews and testimonials, to build trust and credibility with potential customers. Display customer reviews prominently on your website to help visitors make informed decisions.
9. Use clear and visually appealing design
A visually appealing website can help improve user experience and increase conversions. Avoid clutter or presenting information in dense blocks of text. Use high-quality images, clear typography, and a consistent color scheme to make your website visually appealing and easy to navigate.