It’s great to have a website. If you’re in business it’s almost a given nowadays.
But, what’s the point if it doesn’t get you business?
The first question you need to ask is: do I get enough of the right website traffic? Or, am I being found in the search engines. If the answer is no, it might be that it’s not your website that is at fault but instead the fact you’re getting no traffic, meaning to new leads or enquiries. Therefore, SEO or PPC may well be the answer.
Maybe you get relevant website traffic but don’t get enquiries. If that’s the case it’s likely due to the fact your website isn’t set up to convert your website visitors, meaning you could be losing out on huge amounts of revenue.
How to get more successful calls and enquiries from your website
Here I’ll detail a bunch of the most effective changes you can make to your website to increase your conversion rate.
Some thing are 2 minute jobs, others are longer. But from my experience of building websites built to generate more enquiries for my clients, these things have been most effective.
Be smart with your button colours
Make your call to action buttons stand out with contrasting colours.
Identify the buttons on your website that you really want your website visitors to click. Whether it be ‘buy now’ or ‘contact us’ ensure these buttons are incredibly visible.
Do this by using a colour which contrasts the area in which the button is placed.
Try out this useful tool to find suitable contrasting colours.
Increase your website’s speed
Speed up your website using a cache plugin. One of Google’s ranking factors in understandably website load time; the quicker the better in a general sense.
From a user experience perspective, the website should load as quick as possible to reduce the bounce rate (the percentage of visitors who navigate away from the site after viewing only one page).
Using a cache plugin on WordPress is a simple way to do this. By playing with the plugin’s setting to can compress the website’s files and reduce the overall load time.
Incentivise within your call to actions
Increase conversions by using incentivising within your call to actions.
You can incentivise your website visitors by making the call to action more appealing. Here’s a standard call to action:
Here are a couple of variations which can be perceived as more appealing to the website visitor:
“Call now for a free, no-obligation quote”
“Get a free demo”
Those examples were very broad but this can be applied to most businesses and their websites.
Consider what it is people really want. In the case of a plumber, do they just want to be able to “Call now” or “Get a free, no-obligation quote”?
Speak to your perfect customers
Develop a rapport with your website visitors by addressing them directly.
You can build a connection with your website visitors by making your website content really appeal to them directly. This can be done by creating your ‘ideal customer’ persona and writing your website content as if you’re speaking to that person individually.
Using words like “you” instead of “we” or “I” is a really easy way to focus your website content on your customer and the benefits your product or service can provide to them.
Vary call to actions
By offering a variety of call to actions which all lead to the same conclusion you increase the likelihood that at least one of the call to actions will appeal to the website visitor.
You can do this by rephrasing your call to action.
For example, if you’d like people to contact you to request a quote here’s what you could do:
“Request a call back”
“Call for a free quote now”
“Fill in the form to receive a free quote”
“Book a free discovery call”
“Arrange a free site visit”
By offering a variety of call to actions you’re likely to appeal to more website visitors.
Offer various routes to contact
Not everyone is comfortable on the phone, and others may prefer the phone to email; so it’s important to provide a number of contact options to ensure you’re not blocking a website visitor’s desire to contact your business.
Think about including:
- Your phone number
- A route to book an appointment online
- Your email address
- Your address (if you’re a brick and mortar business)
- A Google map (if you’re a brick and mortar business)
- A callback request form
Not only do videos on your website increase the time spent on the website, it can also be a great way to communicate with website visitors in a way the written word cannot.
Another little tip; from my experience, embedding your video above the fold (the first visible section of the website page upon landing) has increased the time spent on the website and clicks quite dramatically.
Make use of the 7 seconds
You have 7 seconds, grab your website visitors and make them want to know more.
7 seconds worth of content isn’t much at all. So ensure you sell your biggest benefit or USP within this space and give them a reason to read on and continue on their website journey.
Sell benefits not features
Probably one of the most common pieces of sales advice and it applies to web design/content too.
What’s more appealing to you?
- Bosch boiler
- Installed in any room
- First boiler service free
- 5-year warranty
Keep your house warm and cosy with a brand new boiler. Our experienced team of technicians will provide you with a free, no-obligation quote following a home visit at a time of your convenience. We can then install your brand new boiler swiftly and efficiently and ensure your house remains warm and cosy.
Don’t bore people with the details, make them feel something.
Reduce form size
No one likes filling out huge forms, whether it’s online or on paper. So, reduce the probability of form abandonment by simply reducing the number of fields.
Do you really need?
- First Name
- Last Name
- Business Name
- Email Address
- Phone Number
- Where Did You Find Us?
Or could you just use this (and find out the rest later)?
- Email Address
It’s about allowing website visitors to show their interest in the easiest and quickest way possible, then following up to find out more.
Don’t settle on your call to actions
You should try tweaking your call to actions to see what performs best. This can include the messaging of the call to action as well as the visual side of things e.g. colour, form fields etc.
It’s best to try one thing at a time to accurately measure the effect the change has on conversions.
You can measure the effects by viewing the number of link clicks and form submissions on Google Analytics.
Spy on your website visitors
Okay, it’s not as dramatic as that, but by using a tool such as HotJar allows you to watch how your website visitors use your website with their session recording tool.
You can watch where they click, where they scroll, what they hover over and much more.
This gives you a really good understanding of where people are exiting the site, getting lost, avoiding the call to actions or even converting by following a call to action.
All of this information is gold for understanding what works and what doesn’t, allowing you to tweak your website to be as effective as possible.
Track and learn
Track your website conversions and where they’re coming from.
By using a combination of Google Tag Manager and Google Analytics I set up conversion tracking for my client’s meaning I can view exactly how many call to action clicks they’ve had, the number of calls, emails, form submissions and more.
From this, I can see the visitor-to-lead conversion percentage as well as which call to actions are working most effectively.
You can use this to see where each lead (or conversion) has come from. By this I mean you can see if they’ve clicked through from Facebook, found you in organic search or clicked through from your Google Ads etc.
This information again is invaluable as you can double down your efforts on the sources which are providing you with the best results.
Build social credibility
Use testimonials to build trust with website visitors.
One thing I’d also recommend is screen-shotting the review itself and adding it as an image.
Now, I know with this you sacrifice the beauty of the website as a screenshot doesn’t look as attractive as some nicely styled review text. But, it’s so, so much more trustworthy.
In theory, you could make up your reviews on your website as it’s unlikely many will go to the effort of double-checking their authenticity so by adding a screenshot it almost removes all doubt of its authenticity.
Humanise your website
People buy from people.
I’m sure you’ve heard it a million times but in most cases it’s true and it’s no different on your website.
So, it’s important to humanise your website by showing off your team, office and any other quirky parts of your business that make you different.
Appear approachable and you’re more likely to be approached.
Add call to actions on your blogs
If you’re writing blogs, promoting them on social media and not adding some form of call to action you’re missing a trick.
Chances are you’re blogging about an area of expertise. For example, if you’re a construction company you might write a blog along the lines of “5 DIY Building Tips”. The people who click onto and read this blog are clearly interested in what you do or what you’ve written about, don’t let the contact end there. Here are some things you can do…
- Add a generic call to action to buy/enquire about your product or service.
- Give away another similar piece of information (e.g. an e-book/webinar) in exchange for an email sign up.
- Provide a link to book a call with the blog author.
Whatever you do, make sure your call to action is relevant to your blog content and attempt to continue the connection.
Create tunnel vision on landing pages
Landing pages are made to convert, that’s usually their core purpose. One way you can aid that conversion probability is by creating tunnel vision by removing any elements which aren’t relevant on the landing page.
For example, removing your website header means the user only focuses on the landing page content, not what else might be on the website.
It also directs their eyes directly to your main header and call to action rather than scanning the menu bar.
Know your goals
One of the biggest things you should consider before you even start building your website is what do you actually want people to do.
Do you want them to…
- Buy a product
- Sign up to a newsletter
- Call you
- Submit a form
Or something else?
Knowing this allows you to structure your whole website and all of your call to actions around your goal.
Experiment, test, measure and learn
So, there are 18 actionable tips you can implement to your website.
But, the biggest part is consistently experimenting with different changes, testing things, measuring the effects of your changes and focusing on what works.