by Nadia Saar
When it comes to their websites, most business owners want to know why they’re not getting more calls or online submissions. A valid concern for a small business owner looking for ways to grow a business and establish a successful online marketing campaign.
However, there are a few important factors to consider as you zero-in on ways to convert site visits to new business.
1. You don’t have a Call to Action with an ACTION verb.
Calls to action, or CTAs, encourage your customers to act. Whether you want them to pick up the phone and give you a call or fill out an online form, CTAs need to feature a strong action verb.
What does this mean? It means simply telling your customer to “call today” is not going to entice them to take action.
- If you’re a plumber, consider asking your potential customers to: Request an appointment.
- If you own a restaurant, your call to action could read: Make a reservation.
- If you’re an attorney, try: Schedule your consultation!
Asking for their business is one thing, but getting them to actually request a service or buy a product is another. You’re more likely to earn a customer’s attention if you combine a strong action verb with the service or product you’re offering.
2. You’re not giving your customers the WHY.
A value proposition tells potential customers why they should buy products or request a service from you. There are bound to be at least five other providers in your area, so what makes you different from every other service provider? What can you give them that no one else can?
Potential customers need to know:
- Do you offer a first-time purchase discount, service guarantee, or service that is better or faster to help them make a buying decision?
Whatever it is that sets you apart should be in line with your business practices, and offer something you can leverage if a potential customer is on the fence.
Review your website, and make sure that why factor isn’t missing from your home page.
3. Your customers don’t know you, or trust you.
If a customer can’t trust you, or they can’t decide whether or not you are a credible business, there’s no way they are going to hire you. There are three factors that build trust:
- Share testimonials. Do you have customer testimonials, and do they sound realistic? One “too good to be true” testimonial could cost you business, but a few testimonials written by your satisfied customers might help convert your traffic.
- Display awards. Seals from the Better Business Bureau, Home Advisor or Angie’s List help to build trust with your customers and will nearly always convert to business.
- Establish consistency. All of the information on your website should be consistent across all of your marketing platforms. If you declare that you open at 8:00 a.m. and close at 5:00 p.m. EST on your website, your storefront signage and online directories should reflect the same. Your customers can’t trust inconsistent information, and they won’t call if they can’t decipher what is correct.
4. Your online submission form is too long.
No one wants to fill out thirty fields in order to request information about your services. Too many fields can decrease conversion by 11 percent … that’s huge! Ask for as little information as possible to get the customer to contact you. The standard fields you should ask for online:
- Phone Number
- Drop down field for requested service or description section
Once they reach out, feel free to ask as many questions as you need to complete the service or provide the product. Your customers will appreciate the fact that you value their time and will be grateful they can book the service or product they need in a timely manner.
5. You’re not tracking your website or campaign’s progress.
What are you tracking? Are you tracking conversion? How are you doing it?
It’s easy to look at your monthly report, notice you’ve had no clicks to call and assume that you’ve gotten no business from your website, but that’s not necessarily true. In order to determine whether or not your website is converting, you need a tracking tool. Are you asking new customers where they found you, or how they heard about a deal you’re offering online?
Pick one or two elements of your website to track and when you meet new customers, don’t be afraid to ask them where they found you or how they heard about you. Don’t assume that just because they don’t say “your website” that they haven’t seen it. If the answer is they “Googled you,” they probably came across something related to your website or online marketing campaign.
Explore your options – there are plenty!
What else are you doing to help with website conversion? Hiring a great marketing company with an expert to help you can prove wonders for your marketing efforts. Don’t lose business in 2017 by succumbing to these website and campaign blunders. No matter what you decide to do, use as many resources available to you to help your business grow online and convert your website traffic.