Getting people to visit your website is just the first step. Once you get them there, your website has to convert them – i.e. convince them to take an action (sign up for a newsletter, buy, register for an event, download a report etc.).
There are some simple checks you can perform on your website to make sure you have the best possible chance of pulling off a conversion.
1. Title tags and META descriptions
Title tags and META descriptions are important because they are the first impression a searcher will get of your website. Not only that, but the title tag is the piece of code that lets the search engines know what your website is about to make sure it appears in the relevant search results.
When a search term is typed into the search engine and your website is listed, these must tell the searcher that your website is the one they’re looking for. That’s why its imperative these are keyword rich and use words that will make the searcher click on your link.
Every page of your website must have unique title tags and META descriptions and, as emphasis is placed on the first words, make sure that’s where your primary keywords are.
They should also be short – title tags no more than 65 characters and the META description no more than about 150. But above all, it’s important to remember both of these must appeal to a real person.
Once the searcher has clicked on your listing the next thing that comes into play is your page headline.
Think about what the reader wants to know and make sure all your headlines and sub headings are useful to the reader, give a sense of urgency, convey benefits and are very specific. On top of all that, they should also include the primary keyword for your page, but again, make sure it’s written in a proper sentence that makes sense to the reader.
As soon as they arrive in your web page, the headline should tell them exactly what that page is about.
3. Call to action
A web page is useless without a call to action.
This is a button, link or sentence that tells the reader what you want them to do next:
- Buy now
- Download the report
- Register for the event
- Call us now
Each of these pushes your visitor further into your sales process. If your call to action involves them completing a form make sure it is easy to complete, the last thing you want to do is lose them at the last hurdle because your form or sign up process is unclear or overly complicated.
These 3 very simple tips will help you boost your conversion rates.
Take a look at every page of your website and see if they tick all the boxes. If not, you’ve got some work to do.