SEO can be a phenomenal way to get the best kind of leads interested in your products or services. The best part is the traffic is free. You can be the best SEO in the world and rank #1 for all the terms that are relevant to your business, but none of that means anything if you can’t get your website visitors to convert. What does convert mean in this case? Well, it really depends on what your business does. If you are local business, a lot of times “convert” simply means that you get the visitor to call your phone number or fill out some kind of contact form. If you are an eCommerce company, then “convert” will most likely mean that you got the customer to buy something or at least sign up for an email list.
We can give you all the SEO advice in the world, but at the end of the day you want to get more conversions. Assuming you have some traffic to your website, you need to spend a lot of time focusing on conversion. How can you improve conversions? Well, I’ll give a couple of ideas here.
If you want a potential lead to call your business, make sure your phone number is listed above the fold and is in large font. You want it to really draw people’s attention. Depending on what niche your business is in, people may just want to see that your website looks legit, and if it is, they’ll just immediately call a phone number if they see one listed. If it makes more sense for people to fill out some sort of contact form, just make sure that is above the fold as well.
If you have a main call to action button, the color needs to stand out from the rest of the text. The button needs to visually stand out from the rest of the page. Make sure it is above the fold.
It’s great for conversion to have signs of social proof. This mainly comes in the form of reviews and/or testimonials. If you have satisfied customers, make sure your website visitors know this by placing the testimonials somewhere prominently on your page.
I’ve written about heat maps before (see here for article). They are an amazing tool to help with getting more conversions. They will show you visually where people spend the most time on your page. If you see that there are certain areas of your page where people are spending a lot of time, maybe that’s a good place to put an additional call to action button. It’s hard to give exact advice here, because what you need to do depends entirely on what your specific heat map is showing you. Either way, heat maps are awesome and you should definitely use them to help improve your conversions.
It’s important to test different versions of your site to see which versions will help convert people the best. This is generally called A/B testing or split testing. There are some good companies, such as Optimizely, that can make it easy for you to test different versions of a page to see which one will convert people better. This is a very powerful process that will guaranteed help you turn more website visitors into conversions.
These pointers should hopefully get you started. I hope that we can help you get a lot more traffic to your website, but once that is done, I hope that you can start to turn as many of those people into conversions.