We all know that sales are the lifeblood of business. Without them, our businesses are essentially hobbies.
So how are you getting those sales? Is it through sales calls, email inquiries, direct purchases?
No matter how you’re closing your sales, it’s a safe bet that your website can help you streamline that process and improve the quality and quantity of your sales.
By focusing on what final action you want your good-fit visitors to take on your website to lead to a sale, you can then tailor your website for that specific conversion.
For example, if you are a Virtual Assistant you may use sales calls to book your clients. So your website should be focused on driving potential clients to booking a sales call with you. You’ll also want to share all the important information that a potential client will want to know before taking that step to book in a call, such as who you work with, your process, your packages and prices, and possibly your availability.
You’ll notice that in this example, the goal of the website isn’t to make the actual sale. It’s to convert a new visitor to the website from completely unaware of your business and offerings to booking a call.
So, with the conversion you’re wanting to see through your website in mind, how do you actually foster that through your website?
Designing your website for conversions
There is a lot that goes into designing a user-friendly, high-converting website.
And while you can certainly invest your time and energy to learn all those intricacies, there are a few guiding principles that will make the biggest impact on your conversions:
Clear customer journey
Craft a clear customer journey through your website that leads people towards your desired conversion. Mapping out the path that you’d like potential clients to take through your website will encourage clients to dive deeper into your website and move towards your ultimate conversion goal if they are a good fit.
Thoughtfully planning where you want people to go after landing on each page of your website, and how they all lead towards your ultimate goal, will give you a clear and intentional customer journey your potential clients can follow towards working with you.
This not only improves your chances of connecting with, and converting, more clients but it also helps position you and your business as trustworthy since you are confidently guiding them through this process of getting to know you and your offers before they ever speak to you.
Keep your navigation simple and easy to understand. Your navigation should serve as a high-level overview of your customer journey. Keeping the links you’re offering in your menu as clear and minimal as possible encourages people to actually click over to the relevant pages and move forward towards your ultimate conversion.
As a rule of thumb, keep your top navigation to 5-7 links total. This keeps your journey simple enough for most people to actually follow and offers enough different spaces for you to present and position your offers as the right solution to your dream client’s problem.
Use headlines, bullet points and lists to keep text scannable. Most people who visit your website won’t read every word you’ve written, so you’ll want to make sure that your website is easy to skim through by using headings and subheadings all throughout your site and breaking down any larger chunks of text into lists or bullet points.
By making the text on your website easy to digest, you’re vastly improving your chances of people actually reading it!
Clear Call to Action
Use clear Call to Action on every page of your website. Call to action are critical to moving people through your website. A clear button or link with direct and obvious instructions for what people should do next is the best way to guide people through your customer journey and get right-fit people to convert into clients.
Write FOR your ideal client
The website copy is not about you. It’s about your ideal clients. It sounds so simple, but simply shifting how you think about the text (aka copy) on your website as being for your ideal clients and not about you will make a huge difference to your conversions. By sharing exactly what they’re looking for and speaking directly to them, they can easily picture themselves in your offer and the solution you’re offering.
It takes so much more mental energy to sift through a website that talks all about the business and what they are all about versus a site that is written to specifically answer the questions that people are looking for. So by focusing your copy around your ideal clients you are saving them effort and positions you as an easy choice.
By focusing on crafting your website with your conversion goals in mind you are not only improving how well your website works for your business but also how well it serves your ideal clients, which in turn can improve your conversions simply by making it easier for your right-fit clients to work with you.