Your website exists to help you attract more customers and help you grow your business by:
- raising awareness of your business;
- helping potential customers understand why they should buy from you;
- and ultimately to drive enquiries or sales.
Here are 5 great ways to increase the chances of winning more new customers from your website. You could implement one of these a day and all of them in a week. If you see success from these small steps, you can scale them to see increased results.
1. Make it as easy as possible for people to contact you
It’s amazing how often businesses get this wrong! Is your contact information displayed clearly, is it easy for a visitor to find or do they have to spend time hunting around your site just to find a telephone number?
Make sure that you have your essential contact information on every page. We recommend that you have the way you want people to contact you in the header of your website, for example, your phone number or a link to your contact form with all the supporting details in a consistent location in the footer of all your pages.
You should also have a dedicated contact page that includes an enquiry form and all the other ways in which a visitor can contact you as well as your business location(s) and opening hours.
Too often this page ends up as an afterthought, a form and an address are added to a page after all the pretty stuff has been done on the rest of the website and then it’s forgotten about. But this is one of the most important pages on your site and the last page that someone sees just before they decide whether to contact you.
They have been interested enough in your business to click through to this page. A short paragraph will help remind potential customers why they should follow through and contact you. This is an opportunity to set the right expectations. Explain the next steps. Reassure the user that you will contact them back. Highlight your response time, or let them know who they will be hearing from.
Give them a choice
Provide different ways to contact you rather than just a contact form. Sometimes people will find it easier to talk to you than fill out a form. You want to encourage these people to call because if you can help them better understand their issue and offer advice you have an excellent chance of winning a new customer.
Live chat or Facebook Messenger is convenient for visitors on your website since they can just click on the chat button without the hassle of making a phone call. Initial enquiries can be dealt with by an in-house sales team or receptionist, so you get more customer enquiries without the need for any additional overheads. You might want to check out Tawk before making any investment as it’s a free option that we’ve seen customers have great success with.
Make it easy to talk to a human being.
If someone does decide to pick up the phone and call you, make it easy for them to reach a live person without having to navigate an overly complicated automated system. If possible use your website to let people know who they will be speaking to when they get in touch. Who on your team is the expert in dealing with their enquiry? This will make it much easier for people to make that first step – the first step to becoming a customer for your business.
2. Improve the imagery on your website
Images are absolutely vital to any successful website. They help bring your business to life but they also set expectations for the quality of service they can expect.
Getting this right isn’t just a nice to do, it will have a genuine impact on your bottom line.
Think of yourself as the buyer, high quality and engaging imagery builds confidence in the business or product you are buying. Your customers are no different. Does your website match the level of service or product people can expect from your business?
In an ideal world, you would employ a professional photographer to create images that are unique to your business. This can be thought of as expensive but when done right it will help set you apart from your competition and provide a solid platform for future marketing activities.
At a minimum, you should invest in high-quality photographs of your team. These are the people your customers will be dealing with if they decide to do business with you. These photographs will be crucial for creating an effective team and contact pages on your website. These pages are often overlooked on websites but form a very important step in a potential buyer’s decision on whether or not to contact you.
High-quality stock photography is available from websites such as Shutterstock or Unsplash. Try to avoid the obvious cliched images that people will see on all your competitors’ sites. But with a bit of perseverance, you will be able to source a selection of engaging images that will help create an enjoyable experience for your website visitor and reflect well on your business.
With mobile phone cameras constantly improving and the ready availability of online classes to improve your skills you may want to master the art of producing quality images yourself. These are particularly useful for creating case studies in which you demonstrate the work you have done for previous clients and the value your product or service has brought to their business.
If your website is built on a content management system such as WordPress then you should be able to easily update the photographs on your website to ensure it remains both a high-quality experience for visitors but also a timely reflection of your business.
3. Speak to your target audience – tell them what’s in it for them
Is your website actually talking to the right people and in the right way?
Your potential customer is spending time online looking at their options and will visit your competitors’ websites as well as yours. A lot of websites are filled with generic copy and unimaginative stock photography so more than likely they will have read a lot of the same things and possibly even seen a lot of the same photographs.
Are you giving people who visit your website a reason to buy from you rather than your competitors? Are you communicating clearly what your business does, how it will help people and how they go about buying from you?
Your website should definitely cover the basics of what you do or what you sell. But are you appealing to your audience? Are you explaining clearly to people how they buy from you?
For example, if you’re an accountant whose ideal customer is a small business owner, are you using language that appeals to them and focuses on their needs.
You could try saying, “Are you spending too much time managing payroll? Our business service team can take that off your hands and let you get back to growing your business”. This message immediately lets the reader know that you understand some of the pain of running a small business and that you might be just the accountant they need as they look to grow their business.
Calls To Action
Another important thing to consider when thinking about messaging is your Calls to Action (CTAs). Something as simple as your “contact us” button is a CTA. Its job is to encourage people to contact your business, to take that first step towards becoming a customer. It’s important and you want to give yourself the best chance that someone takes that step.
If you have a clear idea of the benefits you offer to a customer then you can combine this with much stronger calls to action (CTAs).
- Instead of “Call us now” use “Call us now to save money”
- Instead of “Call us now” use “Call us now to save time”
- Instead of “Contact Us” use “Contact us now for your FREE quotation”
These clearly demonstrate the value you will offer to a customer and incentivises action on their part.
4. Stay in touch with your potential customers
Not everyone who visits your website is ready to buy or get in touch just yet. But that doesn’t mean they won’t be ready in the future. It’s important to find a way to stay top of mind for these people so they think of you when they are ready to take that next step.
Is there any specialist knowledge that you could share in the form of a guide or brochure that the visitor enters their email to gain access to? For example, a local restaurant could promote recipe cards, a solicitor could share a checklist for preparing their will, an accountant targeting smaller businesses as clients could offer a guide on the pros and cons of sole trading versus a limited company.
Can you offer a discount coupon or a free consultation in return for their email? You can do this using a pop-up as someone is leaving your site. That way you haven’t annoyed them during their visit to your site but you have given them a reason to come back in the future.
Once you have someone’s email address you can use email marketing to keep in touch with both potential customers, current customers and even past customers. This is a very cost-effective way of marketing your business and will deliver results.
However, we see a lot of business owners being put off because they don’t want to seem pushy or it sounds like a lot of time will be required to collate content and send the emails. So we always recommend that clients start small. Can you spare the time to send an email once a quarter? If you can, that’s four times a year your customers will be reminded about your business and who’s going to object to receiving an email from you once every 3 months?
If you are active on social channels such as Facebook, encourage visitors to follow you there or for B2B customers ask them to connect with you on LinkedIn. That way when you publish updates on these channels you have a chance to re-engage with potential customers. Make sure that at least some of your posts direct people back to your website, where you will have the opportunity to remind them of the great products or services you offer.
5. Use landing pages for specific offers
Take a look at the homepage of your website. It’s probably loaded with options for a visitor to choose from. That’s its job – to enable people to start a journey. Now imagine your visitor lands on a page that is focused on their specific need or the problem they are trying to solve? Isn’t it more likely that they will want to get in touch with you rather than navigate their way through your competitor’s website?
Review your product or service offering and decide which offerings answer a need that people are looking for or that you would like to promote above others for any reason.
If your website has a content management system such as WordPress, you could create a landing page to promote a special offer, a specialist service, or a seasonal campaign.
- highlighting the benefits of the product or service to the buyer;
- providing all the information they require to make a decision; and
- the next steps in buying the product or service.
The page has a single goal and a clear value proposition, making it much easier to encourage the desired action on the part of the visitor.
Use your landing page in conjunction with your other marketing activities. For example, use email marketing to send existing customers a link to a landing page that offers a complementary service as an upsell. You provide a useful service to the customer and increase your revenue all at the same time. Or use social media channels to promote a landing page that highlights a niche offering. For example, a restaurant may want to highlight a healthy meal plan service to a specific audience without distracting from the look and feel of the rest of the website.