Without a doubt, Google has turned out to be the Yellow Pages of the 21st century, with 63 000 searches happening every single second on any given day.
‘Google’ is no longer just the name of a search engine, but a verb which refers to the act of searching for information. This means that, to be found in these thousands of daily searches, you need to have an online presence.
In the early days of the internet, a website was merely your online business card. It was only there to advertise to internet users that your business existed and, if they wanted to get in touch with you, they would either send you an email or pick up the phone. Nowadays, though your website is still your company’s online business card , it has also become your digital salesperson, thanks to technologies such as eCommerce, which allow customers to process transactions online.
The internet has broadened many company’s target markets to places outside their geographical locations and time zones, and the use of this type of technology keeps sales ticking over even when you’re sleeping. Your website needs to be presented in such a way that it is able to convert people who are just browsing on your site to actual paying customers.
In this article, we’ll have a look at a number of techniques that you can use to make sure that your website is converting optimally.
As the name suggests, the term ‘internal linking’ refers to the practice of linking pages of your website. You do this by linking certain terms in your text to pages that are relevant to these terms. According to Moz, internal links are very useful for establishing your site structure, which makes the site easier for search engine bots to crawl and thus index. The result is that your site will climb higher up the SERP (Search Engine Results Pages) and will thus attract more traffic.
In addition, with relevant internal links inserted into your copy,any users who click on these to navigate to other pages will stay on your website for longer. This is one of your ultimate goals as a website owner, as the more interested in your product and/or service a website visitor is, the more likely it is that they will purchase from you.
The way that internal linking helps you to optimise your site’s conversion rate is that it will allow you to link product pages to relevant content. So, for example, if you have a blog post entitled “How Many Times Per Year Should I Clean My Upholstery” and you offer upholstery cleaning services, you can link the blog to the cleaning services page.
A ‘call-to-action’ (CTA) is an invitation for your target audience to take action on your website, whether that be buying your product, registering for your newsletter or downloading your eBook. Typical calls-to-action include:
Sign Up Here
To entice your website visitors to convert into paying customers, and get them to refer others to your site, you need to refine your CTA. Don’t insert a generic slogan that you download from the internet simply because you are running out of time. Think creatively and get into your visitors’ heads. What wording will they respond to best? What style of CTA will fit in with the tone of your website.
For example, if you’re selling Harry Potter-esque figurines, and you want to adopt the type of prose seen in these books. Instead of “Click Here”, why not play around with alternatives such as:
See for yourself
To optimise your website for conversions, you need to structure your site and page content well. A well-structured site will be popular with readers which will signal Google to send more traffic your way.
Direct response copywriters are trained in writing sales letters that sell products and services well. You can apply these principles to designing copy for your product landing page:
The first thing that your website visitor will see is the headline to your page. Based on this, they will decide whether or not to read further. Thus, when writing your headline you need to make sure that it adheres to the 4U’s principle which will respond to the reader who you’re targeting. The 4 U’s are:
Useful: Tell the reader why it would be useful for him and/or her to read the page.
Unique: In your headline, display your Unique Selling Point (USP). Make sure that the reader knows why your offering is different from your competitors.
Urgent: Create a sense of urgency so that your visitor reads your page now. If they earmark it for later reading, chances are very good that they’ll forget to read it.
Ultra-Specific: This ties in with useful and unique. When conveying your USP in your headline, make sure that you define it exactly. Ensure that your readers don’t confuse it with another company.
Besides your headline, your first paragraph is the next most important aspect of your landing page - the section that will convince your visitors to read further. Make sure that the information in this section is packed full of benefits. If you start your page with flowery prose, you won’t grab the attention of your reader. Also, make sure that the tone and register of your page is appropriate to your company. All communications that your company puts out need to be consistent with your brand. If they aren’t, you run the great risk of your brand being perceived by consumers as not being strong.
Optimizing your site for conversions and traffic is not an exact science. Some techniques may work for some companies but may not work for others. This means that you need to always try new techniques on your site to see which ones provide the most successful results.