Redesign Your Website to Convert Visitors

Everyone wants to drive traffic to their website, but what good is high traffic if it’s not converting into leads or closed business. The average website converts less than 1% of its traffic into leads.

Having people visit your website is only an opportunity to make something happen. You must have the tools in place to convert the visitors into active leads to take advantage of this opportunity. Increase your conversion rate by implementing these 4 tips.

1. Have a Clear Call To Action

This is one of the most important features of your website. Most of the websites I see only have a contact us button in their navigation menu. News flash, that is not a call to action. I am talking about clearly offering your visitors to opt-in, signup, start a trial, buy a product, or something like that to get them headed down the road of becoming a customer.

This does not mean you need a huge flashing button on every page, but it does mean that you should have an offer, or multiple offers and your visitors should be able to easily identify what the benefit of the offer is and how to take part.

2. Give Valuable information away for free –

The majority of the visitors to your site are interested in your product, service or industry. Give them a way to get exclusive information through an email newsletter, ebook, or webinar.

Promote your offer by creating a landing page dedicated to the benefits of gaining access to the content. Include a contact form to gain access to this exclusive information. The more info you require them to input, the less likely it is that they will complete it, so try to stick to the basics. You can try different landing pages and test which one is converting the most visitors.

If your offer is valuable, and promoted properly, the conversions will come. The retrieved contact information can be set up to automatically download into a CRM like Salesforce.com or Gold Mine for your sales team to follow up on.

3. Interact –

Interaction is a great way to convert visitors into leads. It is less likely that a prospect will click away after they have interacted with a knowledgeable member of your sales team. Integrating a Live Chat feature on your website is a great way to engage your visitors, answer their specific questions, overcome concerns and add that human touch to the experience.

This tool can be a reactive as well as a proactive tool. Live chat features will allow you to interact with a visitor that initiates a conversation, and see who is on your website in real time and reach out to that visitor. When reaching out, you do need to be cautious. Some visitors find it intrusive when they discover that you know they are on your website.

This feature does come with responsibilities. You will need to make sure that a knowledgeable member of your staff is monitoring it during the times you have told your visitors that it will be available to them. It can be a negative feature on your site if someone wants to engage but there is no one to engage with.

4. Use Analytics –

Your visitors leave a digital footprint when they click across your website. You can see what pages they viewed, how long they stayed on the page, what keywords they searched to find your website and much more. At the very least you should be using Google Analytics to track the patterns of your visitors. This will allow you to determine theeffectivenessof your calls to action, and judge if changes might bring better results.

Websites that are selling to businesses can also integrate tools like VisitorTrack, LEADSExporer or Demandbase that can track and identify which companies are visiting your website. These tools give your sales team information on which specific products or services these visitors viewed. Many of these services can be set up to integrate with your CRM software. This can provide your sales team with a list of warm leads to follow up on.

When implemented properly these tools can turn your website into a lead generator that gives you a competitive advantage over your competition.

* This isPart 3of a 3 part series on redesigning websites. Be sure to also read Part 1 (5 Bad Reasons Companies Redesign Their Website) and Part 2 (Redesign Your Website to Attract Visitors).

Do you need more assistance selecting the correct solution for your website? We can help