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Now as a search marketing company,
the chief aim behind what we’re doing is to
try and get people’s websites high in Google’s search results.
Quite often, once we’ve done that,
and we've done that successfully, our clients will ask us
‘What else can you be doing to help me get more enquiries?’
and that’s when we’ll talk to them about conversion rates.
So, in other words, you’ll have so many people coming and
actually looking at your website, but only some of them will then actually
pick the phone up and ring you, or send an email,
or buy something on your website, and that’s called a conversion.
And your website will have what’s called a ‘conversion rate’
the percentage of the people that’ve seen it
to the people that actually pick the phone up, get in touch, send you an enquiry,
buy something, and end up spending money with you.
So how do you improve that figure?
Well, there’s five things that I’m going to give you today
that you can put into place straight away, some of the basics.
Let’s start with number one,
this is the most basic of the most basic –
make your contact details really clear and easy to find.
Like I said, that sounds obvious but you’d be amazed
at how many websites I find that people don't -
you have to hunt for the phone number.
You have to really search to find a contact email.
Y’know, they don’t make it easy just to fill in a form and send an enquiry that way.
If it’s not already there, make sure your phone number,
your email address are nice and high on every page,
at the bottom of each page, and are clear and easy
to find wherever you are on the website.
Ok, number two.
Understand what your USP is.
USP stands for unique selling proposition.
One of the first questions I’ll ask people
when I go to talk to them about their website is
“So, if I was looking for a plumber, for example,
why should I pick you over any of the other plumbers that I can go to?
What’s different about what you do?”
Now that’s a big question, and it’s a challenging question
for lots of small and medium sized business owners
who’ve never really thought about that, but let me tell you,
when you can define what is different about what you offer
and you can get that across effectively,
you’ll have lots more customers
you’ll have lots more people spending money with you.
Number three.
Social proof.
In other words, everyone and every website
that you look at in your industry will tell you
what a good job they do, what a great company they are, what a great service.
Now, people won’t just believe you,
you need to provide them with some proof.
The more proof that you can give them that you’re gonna do what you say you’re gonna do,
then the better results you’ll get.
So, things like testimonials, case studies,
examples of clients that you’ve worked with,
all of these things are really powerful to help
people see that you’re gonna do what you say you’re gonna do.
Number four.
Make an offer.
Now, if you’re a retail business, that offer
could be a discount off your first purchase,
it could be free delivery,
it could be something very simple.
If you are trying to get people to come into your business,
lets say you’re a garage,
lets say you’re a garage,
you could offer a discount that perhaps people
could print off a coupon that they could
bring in with them from your website,
it’s a very powerful way of increasing people coming to your business.
If you are a, perhaps a more complicated service business,
like you’re an architect or you’re a planner of some sort for example,
then you might want to offer a free initial consultation
or a free initial survey or something like that.
Whatever it is, make that offer clear and explain what it is,
and explain what the benefits of that offer are.
Number five.
And again, this sounds obvious.
Calls to action.
In other words, you want people to
pick the phone up and ring you.
You want people to fill out the enquiry form.
You want people to press the add to cart button
and go through and check out.
If you want people to do that, you have to ask them.
And lots of websites,
they have lots and lots of good information,
invaluable information,
but they don’t actually ask people to pick the phone up and ring.
And you find, if you just added somewhere on your website
‘Call us now on this number’,
‘Fill this form in and you will get X, Y or Z’,
you will improve the number of calls
and the number of enquiries you get.