7 Tips to Create a Website That Converts

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(Newswire.net — March 29, 2021) — The average conversion rate for websites across all industries is 2.35 percent but the best sites convert at 11 percent or more.

The better your website converts, the less you’ll spend for each prospect and customer that it generates. Your traffic costs won’t change but you’ll get more conversions for what you pay.

Let’s look at 7 tips for creating a website that converts effectively.

1. Have a Clear Call-to-Action

One of the most basic steps to creating a website that converts is to ensure it has a clear call-to-action (CTA). Don’t assume your visitors will know what you want them to do — tell them.

You should position your CTA “above the fold” which means visitors don’t need to scroll down to see it. People have notoriously short attention spans when browsing the web.

Most people will only spend a few seconds on a page before deciding whether to read further or click away. If your CTA is above the fold, they’ll see it immediately.

You should also customize your CTA for each page on your site. Don’t put the same opt-in box or other lead generation tool on every page. Instead, make them relevant to the content around them.

2. Offer Content Upgrades

Content upgrades are a good way to convince people to share their contact information. In exchange for giving you those details, they receive some kind of giveaway. It could be an ebook, an email course, a video, or any other freebie that has some kind of value to them.

If you simply toss an opt-in form up on your website with no incentive for people to sign up, you’re not going to get very many leads. Giving them something in return will make a huge difference in the conversion rate.

3. Create Purpose-Specific Landing Pages

Another way to build a website that converts is to create customized landing pages rather than sending all traffic to the same page. Each page should speak directly to the people who land on it.

For example, if you run pay-per-click ads on Google Ads or Facebook Ads, each ad should have its own landing page. That way, the page can continue the “conversation” you created in the reader’s head with the ad.

If every ad goes to the same page, it’s much harder to connect the content with the ad that got their attention. And sending them to your home page is the worst option since it’s likely just information about your company and what you do — not why they should give up their contact information.

4. Focus On Your Website’s Content

The content on your website is just as important — if not more so — than your site’s design. You can have the most beautiful-looking website on the internet but if the information on it isn’t helpful, visitors will click away and find another option.

On the other hand, if your website has helpful, valuable content, visitors will overlook a bland or less attractive design.

That’s not to say the design isn’t important, mind you. Your site still needs to be easy to read and navigate but don’t focus on the design at the expense of the value of your content.

5. Have a Clear USP

You know what your company does best and why people should do business with you instead of your competition but most of your visitors won’t. Make sure you tell them what makes you special.

Your unique selling proposition (USP) should be prominent on your website and it should clearly explain what makes you the best choice. You can see an example of a page that clearly explains their company’s USP at https://www.qualitylogic.com/company/why-qualitylogic/.

6. Add Testimonials and Reviews

Social proof is one of the most effective ways to convince prospects that they should deal with your company. If they see that other people are happy with your products or services, they’re more likely to trust you.

Testimonials and reviews are a great way to do this. Get feedback from existing customers that are happy with your company and add those comments to your website.

Try to get permission to use their name and even a picture as well. If you sign your testimonials with something like “HK in Omaha” it’s not very trustworthy.

Off-site reviews are also important for improving your website’s conversion rates. Many prospects will search for your company on Google or sites like Yelp so having good reviews there will indirectly help your website convert better.

7. Test and Track Your Results

Once you get these things in place on your website, make sure you have a way to track the results. Services like Google Analytics and Crazy Egg let you track how visitors interact with your website so you can see what’s working and what isn’t.

Test different options to see whether the change improves your conversion rate or hurts it. There are lots of factors you can test, including:

  • Call-to-action
  • Headlines
  • Lead magnets (giveaways)
  • Colors
  • Button design
  • Page layout
  • Content length

When you test changes, wait until you get enough traffic to be statistically relevant then look at the conversion rates before and after the change.

Did conversions increase? Keep the change and test something else.

Did conversions drop? Revert back to the original option and run a different test.

Remember, you can always revert back to the option that works best so a test that doesn’t pan out doesn’t have to hurt your conversions for long.

Make sure you only test one change at a time though. If you change several things at once, you won’t know which of the changes worked and which didn’t.

A Website That Converts Is Never Done

Treat a website that converts as an ongoing project. You should always tweak things and test the results so you can optimize your results over time.

Better conversions will generate more customers, adding dollars to your bottom line.

Be sure to check out the Business section of our site for more helpful articles about building a business.