Search-friendliness, usability, code compliance, and a variety of other potentially damaging issues should be looked at closely. One of the most important areas of focus during your these review is the site’s ability to convert visitors into leads. While there are many web design mistakes that can tank your conversion rates, this post lists some of the most common faux pas and offers tips on how to correct them.
1) No Phone Number At The Top Of The Page.
Sounds like a no-brainer, huh? You’d be surprised how often we see this practice overlooked. If you want people to contact you, you should make certain that they know how, and placing your phone number (in big, bold type) at the top of all pages is a great place to start.
2) No Conversion Form On Landing Page.
Some people are much more comfortable submitting a web form than talking to you directly. Don’t make these potential customers work harder by having them click a ‘contact’ link to get to your web form. Research shows that having a simple web form on each page of your site actually encourages conversions. Put a simple contact form on every landing page of your website. In addition, test your forms on a regular basis to ensure that they are working as expected.
3) Asking For Too Much Information.
Your web forms need to be concise. Ask only for information that is absolutely necessary for you to provide an appropriate response. You don’t want to make a user jump through a lot of hoops in an effort to contact you.
4) Poor User Experience.
This is a biggie and one that may require a great deal more effort to correct. A poor user experience can manifest itself in many ways and will undoubtedly have an adverse effect on conversion rates. If you are a DIYer, recognizing poor user experience can be challenging and you would do well to have a third-party look over your site. Some of the things they should be looking for include ease of navigation, readability, clarity of message, load times, mobile experience, visual appeal, ease of contact, broken links, cross-browser compatibility, and the site’s ability to direct the user to act.
5) No Clear Call To Act.
Your website has to have a goal. Weather you want visitors to make a purchase, sign-up for a mailing list, request a quote, or simply call you, there has to be a goal and you have to make it clear to users what that goal is. This is the purpose of your call to act. Make sure your call to act stands out on the page, offers value, and makes it easy for the user to take the desired action.
6) No Clear Value Proposition.
Visitors should clearly see on your homepage or landing page why they should do business with you and the benefit of it. This value proposition is often best placed as part of your call to act. What are the reasons customers should act? Is it a money back guarantee? Free shipping? No obligation quotes? Find out what yours is and make it clear.
In Conclusion
There are a number of factors that can affect your website’s ability to convert visitors into leads and if your website is receiving a significant amount of traffic, but failing to convert, you should have a professional audit your site.
We understand there are many tasks and challenges you don’t enjoy doing. Our Executive Assistant and Consultation Service will allow you to relax, knowing that you have a team member who is only a phone call away. Give us a call at 925-672-4800 and we will gladly review your business Website and help you strategize an approach that will work for your facility.
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