The Internet has given us the ability to track anything from what day and time someone visited your site, how long they stayed for and which areas of the site did they click into. But the answer we all want to know – how do you turn the casual search engine browser into a customer that pays for your services?
You have to get into the mind of the ‘potential’ customer. Try and understand why they have just been browsing and not enquiring/buying the services that you have on offer. Give the people what they are looking for – when they visit your website it is to learn about your product, see what services you provide and if it is right them; so it is rather important that you grab and maintain their attention!
Here is a checklist that details simple, but very effective steps you can take to make sure your website attracts those paying customers:
- The obvious answer is that your website content is not good enough to drive sales; A product by itself is boring. It only becomes exciting when you show people all of the cool things you can use it for, so make sure your content is relevant, interesting and something that you would want to read – make them want to buy your product/services.
- The visitor should be able to tell within seconds what your company does and what you are about, so make sure this is obvious!
- Place several credible testimonials on your site – a lot of customers need to see the evidence that your product/service will actually do what you say it will.
- Make it easy for them to contact you/enquire; have all of your contact details on your site and not just a contact form. Reply within 24 hours or you will more than likely lose their interest if it was just an enquiry.
If you really need to push sales, offer a money-back guarantee or a free trial. This will encourage the customer to at least try the product/service – you’ll more than likely get more sales/customers than you would have without the guarantee so the reward far outweighs the risk.
- Make sure the basics are in place – an ‘About’ page is always very useful to have. Provide the customer with the necessary information required to make an informed decision on your products.
- Studies show that almost 79% of web users scan a web page and don’t read every little detail – give the visitor what they are looking for and strategically place content on your page to draw and capture their attention.
- It is very important to have a functional, optimised website; it is what the customer expects. Your website should be easy to use, streamlined and offer a pleasant user experience – having a good website with relevant, engaging content will lead to better business and more potential customers. Badly designed navigation is really one of the most frustrating and off-putting factors to come across with a website; personally, I leave straight away if this is ever the case.
- Make sure your website is mobile friendly. Recent studies show that around 80% of internet users own a smartphone and 48% of them start on search engines for their mobile research – make sure your site can be easily viewed and navigated on a smartphone and it only displays the relevant information.
- No slow loads times! If they are just curious and having a browse or have clicked on an external link then it is more than likely they will leave before your page even fully loads or before you even have a chance to show them what your business is made of.