6 Ways to Make Your Website Convert More Customers

TIME FOR SOME ROLEPLAY! You’re the customer and you’re searching for a reliable boiler engineer. You grunt in frustration as the internet is overflowing with a million and one engineers! Who can you trust? Who can get the job done efficiently? And most importantly, who will be worth the money!?

SHORT ATTENTION SPAN

According to some studies, people spend an average of up to 30 seconds on a website before making a decision. Sometimes it can be just 10-15 seconds! So the questions we need to ask are: how can we think more like a customer and how do we grab their attention faster? These 6 keys that I'll share with you are a guaranteed way to boost your website’s inbound leads and turn more visitors into new customers.

Key 1 - BRANDING

Branding, branding, branding! I can’t stress to you how truly important this key is! There’s nothing worse than going onto a website and seeing a logo that seems to have been smashed together on Microsoft Paint! (You’ll be surprised at how many people believe this is a design tool.) Then, to top it all off, the fonts are mismatched and not thought out!

Key thought: Have you ever walked into a restaurant with dirty tables, a lack of staff, and an overall unorganised atmosphere? I’m sure you walked out as fast as you came in! The same goes with your shopfront (website).

Branding Lessons (You Need)

• Eye-catching Logo
• Consistent Colour Schemes
• Consistent Fonts
• Consistent Shapes

Key 2 - VALUE PROPOSITION (TAGLINE + BENEFITS)

If I’m looking for a boiler engineer, I don’t need the website to say “Boiler & Gas Engineer” right away. I came to your site looking for a boiler and gas engineer. I want to know the benefits of your service. On the website header, try using a sentence that highlights the advantage of using your company. This is your opportunity to propose the value of your business.

For example, at CIDBT, we use the tagline “The place where canines create careers.” instead of something generic like “Dog Behaviourist Training School”. Within a few seconds, we have highlighted what the customer needs rather than what they already know. Try using an eye-catching image as well! In that example we used a man, with a dog on a journey!

Value Proposition Lessons

• A tagline that highlights the benefits of using you. (How the customer will feel when using your services)
• This needs to be the first thing that is seen on your home page along with your beautiful logo!
• An eye-catching background image will help also.

Key 3 - SOCIAL PROOF

We are social creatures and we attach ourselves to things that other people like or have used in the past. Why? Because the world is full of scammers and cowboys! When we see others have used a service and they are happy - we’re sold! The oldest and most reliable form of marketing is the classic old word of mouth. With the internet in mind, there are some great ways to package the word-of-mouth approach and one of those ways is through the use of testimonials or associate logos.

THOU SHALT NEVER MISS THE VALUE OF SOCIAL PROOF!

Social Proof Lessons

• Associate logos. This may be some companies that you’ve done work for in the past.
• Some businesses are solely B2C and therefore do not deal with commercial companies.
• Testimonials very early on in the scrolling process will definitely instil more confidence in the new customer-to-be!
• Some customers are happy for you to use a picture of them next to their testimonial. This will be of great benefit as it will add to the credibility of the recommendation.

Key 4 - BENEFITS (WHAT WILL YOUR CUSTOMER GAIN?)

This next key isn’t obvious and many overlook its fruitfulness! In a short space of time, people need to see a list of your services but instead of what the service entails, people tend to respond better to seeing the benefits. Check out the simple example below:

Service: Boiler Installation
Benefits: Save on energy bills, keep your home warm and cosy, and get a 10-year guarantee.

Notice that the benefits of the service are in the description rather than a list of what the service entails? With a call-to-action button at the bottom, you can take them deeper into your website. In turn, they will be more inclined to make a decision and choose you! On your services page, you can break down the details of the service you provide.

Benefits Lessons

• Highlight the benefits of your service on the home page.
• Lead them to your services page with a button (call to action).
• Keep it simple & positive.

Key 5 - CALL TO ACTION

Ask yourself: What do I want my visitors/customers to do? Maybe you want them to sign up for an email list, contact you for a quote, or download something? In any case, that call to action needs to be clear. An attractive and uncomplicated contact form usually does the trick!

Call To Action Lessons

• Figure out what you want your visitors to do.
• Make that step clear with a form or download link.

Key 6 - KEEP IT SECURE

As mentioned at the outset, people are more and more concerned about hackers, scammers, and cowboys! An SSL certificate is paramount and if you don’t have one, you could be opening up customers and yourself to a world of security issues. The websites we build at Pixelbricks always come with the highest level of security.

Keep It Secure Lessons

• Make sure an SSL Certificate is installed.
• Put security first in your approach to data storage.
• HTTPS should appear at the start of your domain and not HTTP.

For more information or to see how we can help you build an effective and attractive website, please feel free to get in touch.

‍