Nowadays, companies, regardless of their size or industry, can no longer do without a successful website to improve their conversion rate. A digital presence has become mandatory and the website, the essential tool that will allow them to reach new prospects.
Companies must therefore take the greatest care in the design of their website. Sometimes, despite all the work and the sums invested, that generates very few conversions… Referencing, customer journey, user experience, and broadcast content must then be optimized to generate better results. Discover our 4-part methodology to improve your conversion rates and gain the leads you really need!
1. Attract the right people to your website
Thanks to digital, the product and service offerings are a plethora of and easily accessible to everyone. In order to succeed and therefore generate sales, companies are now obliged to have maximum visibility on the net. But succeeding in being visible to future customers is even better! To do this, you have to attract the right people to your site.
Optimize the SEO of your website
Everything happens at the level of your SEO. This term, which means “Search Engine Optimization” or “Optimization for search engines” in French, is a practice that helps to promote and amplify organic visits to a site. By implementing an adequate “SEO” strategy, your site will be visible to the people you are targeting. This strategy involves researching specific and relevant keywords based on your activity and the queries made by your target audience on search engines.
2. Encourage your visitors to leave you their contact details… Don’t let them slip away!
Once the visitor is on your site, it is out of the question to let go! In order to encourage him to leave his contact details – at least an email address – it is essential that the latter continues to browse your website.
Generate interest in relevant topics for your future clients
You must have one and only goal in mind: to spend as much time as possible on your site! Indeed, the more the visitor reads content and goes deep into the subject, the less reluctance he will have to leave you his contact details … to receive other content, especially if it is perceived as exclusive and of great value. (white papers, newsletter, or any other content on the topic that interests him, such as quizzes to test his knowledge, for example).
Promote useful clicks and guide the visitor through your website!
The challenge then lies in the creation of a series of content that will guide him in his navigation on your website. This will be done by moving from a general article to more specialized articles.
But concretely, how to do it? This requires the implementation of “Call-To-Action” (CTA) or “Call (incitement) to action”. A great marketing tool, essential for a good Lead Generation strategy! For websites, this call to action can be translated into clickable text or, even better, a prominent button that the visitor can click. It will then be redirected to another content, ideally one of your landing pages (see definition and examples here ). Do not forget to place a form allowing the visitor to leave his contact details!
Generate new leads with free content to download.
With a button with a clear message, such as “download our white paper”, “book a demo of our software”, “subscribe to our newsletter” or “contact us”, the Internet user will be more inclined to perform the suggested action. Do not hesitate to ask him, in addition to his email address, other useful information such as Name / First name / Company, and any other information you need to qualify him. Form creation is a crucial step for your lead gen, don’t neglect it! The visitor will thus move step by step through your conversion funnel, going from a simple visit to a lead.
Get started … and A / B test!
By setting up A / B testing, you will be able to see which variants of your CTAs are the most effective.
3. Optimize the user experience and become memorable!
Make browsing and time spent on your website a unique moment of sharing and knowledge! Nothing should upset this visit: neither a difficult design, let alone a poorly thought out content… An effort, with a “customer-centric” approach, should allow you to offer an unforgettable experience to your visitors. Ready to take the challenge?
Charging time: The first point to be (super) vigilant!
Your website is too slow and your visibility suffers? Despite the fact that your site is perfect, visually speaking, you should not neglect its technical aspect! Today, in a fast-paced world, your visitors are less and less patient. They will not hesitate to leave your site if it takes too long to appear … to go to your competitors’ site! But, rest assured, no stress! There are different solutions to overcome this problem, within the reach of any marketer, even without (great) technical knowledge …
Perform a speed test
When a site is slow, it can be caused by several factors. To understand where the problem is coming from and correct this problem, it is ideal to perform a load speed test using tools such as Google Pagespeed or Pingdom. The report produced by these tools will tell you precisely which points to improve.
Optimize the weight of your images
Apart from creating a responsive design site, for your website to load correctly on any medium (mobile, tablet, etc.), you must also optimize the weight of your multimedia files. Remember to systematically compress your images with online software such as Tiny PNG. It is often the photos or videos that are too heavy that hamper the loading of a site.
Offer a design adapted to your target audience!
If the loading time of your website is important in the success of your content strategy, it is also essential that your site has a design adapted to your target audience so that they feel good there and can navigate with serenity. So get your website design & developed by a professional web designer.
Think about UX Design …
Your website should be easy and fun to use. We then speak of UX Design. This is the experience that the Internet user will have when using your site. UX for User (e) Xperience. Is the information he needs easy to find? Does the menu make sense? Does it redirect well to the most important pages of your website? Isn’t the design too messy? Isn’t the visitor lost on your site? So many questions to ask yourself when you want to have a site that makes conversions. A UX Designer can help you improve navigation, to make it more intuitive. Thus, your visitor will want to stay on your site, he will find what interests him, and he will be more likely to leave his contact details and become a lead!
… But don’t neglect UX Writing!
If you have to think about the aesthetics that will surely strike the eye of your target, not working the content of its web pages with the help of a copywriter and/or a UX Writer would be a big mistake. ! Indeed, the content of your landing pages is just as important as their design. What you say there, the vocabulary you use, and the emotions you arouse in it must be chosen with care to elicit the support (or not) of your visitors to your speech.
4. But above all, don’t forget: “Content is King”!
A good design is one thing, but if the content and choice words, your message, are not good, all your efforts will fall into the water!
Talk to your target
The content must be in line with what you want to offer to your target. This will allow her to better understand who you are and why she should choose you, and not someone else. Avoid jargon and unattractive content and instead address your target audience using clear and relevant language, this will create very significant added value.
Establish a relationship of trust with your visitors, showing that you have mastered your subject.
Become their first source of information on topics related to your products by regularly offering new, unique, well-constructed content that invites readers to educate themselves on the subject. So you do not have to do it yourself during a future client meeting taken a little too early …
Conclusion
Today it is no longer enough to have a website to generate conversions. It is necessary to think about it in the smallest details, because it is, more than ever, your best marketing tool. But creating a site that meets your ambitions, which is therefore at the same time beautiful, well-referenced, and well thought out in terms of UX, requires a lot of work.
Utkarsh is the founder of Esite Bucket. Esite Bucket is a leading software company that provides the best web development solutions in countries like the USA and Canada.