A website is like a business card, only instead of forcing consumers to stare at a piece of corrugated paper and eventually dial some phone number, a Web address allows them to complete an action right then and there, instantaneously.
Of course, as anyone who has stared at a Geocities page from the late 1990s can attest to, websites don’t always achieve this task. If you are going through all of the trouble to host the dang thing, you may as well make sure it does what it is intended to do. Here are a few tips on how to make sure your website is generating both leads and sales.
You are the customer — This one is important. Take a look at your website, especially the front page. Does it tell your story in a concise and adequate way? Is your product described in a way that solves a problem? Does your marketing line up with who you imagine your ideal consumer to be? These are all areas where even the slightest improvement could pay extreme dividends down the line.
Make it easy to convert — Conversion points, bridges to gated content or places where people can buy your product, are pretty much the reason your website exists. Make the process as convenient and painless as possible. You never want a site visitor to have to hunt around for a conversion point. People are fickle when they are on the Internet, and all it takes is one extra click for them to go “eh, not worth it.”
Test and change as necessary — Unless you are making too much money to even remember you have a website, you probably have time to analyze what works and change game plans accordingly. Optimization is key, and you’d be surprised what kind of difference a subtle tweak can make. Always evaluate and test to make sure the site is chugging along like a well-oiled machine.
Learn from the experts — If this stuff makes your head spin, LeadsCon LV is going to have a panel that should give you some “a ha!” moments. Keep an eye out for “Optimizing Your Online Presence: Building a Better Customer Experience for Better Conversions” in the Grand Ballroom BC Tuesday, March 3 at 2:50 p.m. It’s being led by Geoff Knight of The Offer Machine, who knows a few things about optimizing websites for generating leads.
Click here to register for LeadsCon Las Vegas 2015.