Key Strategies to Improve Website Conversions

June 28, 2023

Let’s say your website is getting a ton of traffic (yay for SEO), but you aren’t seeing those site visitors contacting you. The gap between the number of people coming to your site and those people clicking to contact you is a common issue that we address frequently; how to increase website conversions. Another related, common issue is; how to increase quality website conversions.

How to increase website conversions

There are several effective strategies that help convert leads into customers through website and marketing initiatives. Here are somethings that we consider when creating websites for law firms or any custom business website:

Clean design. Of course, as a web design agency we would say this (but it doesn’t make it any less true!); design means everything. Having a clean design with a clear structure and navigation is not only pleasing to the eye, customers can also easily make sense of you do, what makes you unique and simple to find the information they are looking for.

Compelling calls to action. Clear and enticing CTAs through out a website or other marketing materials make it easy for customers to ‘Buy Now’ or ‘Contact Us’.

Service or product landing pages. Having pages dedicated to each of your service areas, practice areas or product categories make it simple for site visitors to find what they are looking for and gather necessary information that they use in their decision making process. Plus, there is an added SEO benefit - optimized content on these individual pages can help Google understand better what it is that you do and can thus increase your visibility in search results.

Create trust. Using client testimonials or quotes from happy customers is an effective way to tell potential leads how great you are without having to toot your own horn. Also, displaying affiliate logos or award badges can heighten the trustworthiness-meter of a site.

Content. Not everyone wants to read 2,000 words on a webpage, but when people come to a site or see marketing material, they do want to be able to quickly read and understand what it is that you do. Having a clear mission statement or value proposition is essential for people making decisions about where to do business. Also, showcasing case studies or success stories on project pages is an excellent way to walk site visitors through your process and explain how your expertise helped another client in that position or business in that industry.  This can enhance interest and increase the likelihood of converting leads into customers.

Opt-in Forms: Opt-in forms on your website allows you to collect visitors' contact information in exchange for some valuable incentive such as an email newsletter subscription or exclusive discounts.

Email Marketing: Nurturing leads through email marketing or email drip campaigns can win over potential customers who might not be ready to buy immediately. Provide valuable content, targeted offers, and personalized recommendations to keep leads engaged and encourage them to make a purchase.

Targeted ads. Digital ads or remarketing campaigns uses cookies or pixel-based tracking to retarget leads who have previously visited your website. Display relevant ads on other websites or social media platforms to remind them of your products or services and encourage them to return and convert.

Monitor and revise.  Measuring the success of your website or marketing campaign can happen in many forms. Installing tracking to monitor your site’s SEO, rankings and traffic helps you measure your progress, avoid surprises, analyze updates made to your site and proactively make adjustments when needed.

How to increase quality website conversions

Not all leads are created equal. Some leads might misunderstand what it is that you do or sell, some leads might not have the means or budget to invest in your services. While it may still be worthwhile to talk to these leads, in many cases it’s not going to result in a sale.  So, the question here is not just how to convert this site visitor into a lead, but how can you ensure the people contacting you through your website are good leads?

Your website and marketing material content plays a crucial role in attracting quality, targeted leads. Here are some ways to optimize your website's content for lead generation:

Understand Your Target Audience: Develop a deep understanding of your target audience's needs, pain points, and preferences. Tailor your content to speak their lingo, and address their specific challenges and provide valuable solutions. A great way to demonstrate this is with case studies or testimonials. Having an FAQ section on your site is also a great way to address common, recurring questions.

Keyword Research and SEO: Conduct a through keyword research to identify the terms and phrases your target audience is searching for. Then, use those exact terms to optimize your website's content, including title tags and meta descriptions, headings, and body text. Using the keywords that your target audience is using to search on improves your search engine visibility and attracts more targeted, organic traffic.

Use compelling headlines and quality content. Create attention-grabbing headlines that immediately capture your audience's interest. Having informative and engaging content on the site, whether it is in the form of comprehensive content on your service pages, a blog post or a white paper, is a resource to people looking for your services and demonstrates added value.

Consider publishing pricing. Not every business wants to publish their pricing on their website. This is especially true for businesses that have a customized service or product and not a one-size fits all approach. But, it is something to consider if you want to qualify your leads based on budget.

Monitor and revise constantly.  The most successful websites, the ones that bring in the most qualified leads, are the ones in which there is constant monitoring and re-evaluation of marketing initiatives and onsite content. A website's analytics can provide insights into which content performs well in attracting and converting leads. You can then use this information to optimize your content strategy, focus on topics that resonate with your audience, and refine your approach over time.

The key to increasing qualified conversions is to provide value, build trust, publish relevant and high quality content and make the conversion process as seamless as possible for your leads. Regularly analyze your data and refine your strategies based on customer feedback and insights to improve your conversion rates over time.

About the Author: Susan Jackson

Susan is the co-owner and manager of business operations at Bizango, a web design and marketing agency in Seattle, WA.  She has been involved in almost every aspect of the company  over the past 17 years and has a wide range of experience helping hundreds of clients successfully launch websites and marketing campaigns. 

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