How To Make Your Website Convert Better – The Seven Rules...

One of the biggest mistakes businesses make when they get their website

online is thinking that having a website is all they need to grow their

business using the internet. Unfortunately it’s a bit more difficult than

that.

You see, it’s no good having hundreds of visitors come to your site every

single month if none of them convert into customers. Below are seven

‘conversion’ rules you can check out to see if your site adheres to them. If

not you might want to consider making sure your site makes use of as

many of the conversion tips below as possible.

In the following examples to highlight my point, I will be using London as

an example.

Conversion Rule One – Layout

Is your website easy to read and follow? Or when someone lands on it do

they have to click around a few times before they find your price list or

opening times? You want to make your site as easy to navigate as

possible.

Do you have clear ways to be contacted above the fold. ‘Above the fold’

means when someone lands on your website do they have to scroll down

to find your contact information, prices or contact details. If they do have

to scroll down to find it you might want to put this important information

above the fold (ie towards the top of your website).

Is the content made up of one big chunk of text or is it broken up into

short paragraphs making it easier to read? If

people land on a website and it is blocked together in large chunks of text

they are more likely to leave the website as it feels more like ‘work’ to

read through it than if it was short paragraphs.

Are there graphics that represent what the company does? For example,

a leaking tap for a plumber, scissors for a hairdresser etc. Graphics like

these help conversions. Be careful with the images though. You only need

one or two. Too many can make your site load slowly for your visitors.

Conversion Rule Two – Headline

Do you have a powerful headline that speaks directly to what the

customers problem is and how they can solve it?

The headline needs to capture the visitors attention. You will do that by

speaking to the visitors problem directly. You need to get inside the head

of someone using the internet to find your service. What would they want

to see for them to decide your business is the one they should deal with?

Bad headline:Plumbers Based In London. Established 1998.

Good headline:24 Hour Plumber Based In London. No Fix No Fee.

Guaranteed To Arrive Within The Hour.

The second headline is great because it outlines the benefits for the

customer who picks your service. ‘No fix no fee’ for example is a great

benefit for someone who is looking for a trustworthy plumber.

Conversion Rule Three – Credibility

Do you establish credibility and show you are a real business? How long

have you been in business in Singapore for? Are there any pictures of

your premises? Videos of staff or services? For example, a hairdresser in

Singapore could add a picture of the front of their salon as well as a

picture of the members of staff.

Conversion Rule Four – Bullet Points

People will land on your website, read the headline and then scan through

bullet points before reading the rest of the site. So are there benefit laden

bullet points on your website? A bullet point is a one or two sentence line

of text on your web site that really stands out.

Bullet points should be a benefit not a feature. For example:

A seat belt is a feature of a car

A seat belt has the benefit of stopping serious injuries in car accidents

Chiropractor feature is: Set in a nice building

Chiropractor benefit is: Free from back pain

If you sell a service or products ask yourself what benefits will someone

get from using your company over your competitors?

Conversion Rule Five – Special Offers

What makes you the best option over your competition? Is it price? Is it

special offers? For example:

24 hour call out

50% off first haircut

First lesson – Pay Nothing

Half an hour without paying on your first massage

Whatever it is, you need to say it. Special offers are the best way to get a

customer to come and try your service.

So offer some kind of deal for the first time they use your business.

Conversion Rule Six – Testimonials

Are there testimonials from previous customers? Testimonials are

comments from previous customers. They provide social proof to people

searching for a local business by showing them that previous customers

are happy with their experience of doing business with you. Video

testimonials are the best. Then audio. Then written. If you haven’t been

doing so you should ask your customer what comments they have about

your business that you can add to your website.

Ideally testimonials will be about specific results. For example take a look

at hypothetical testimonials for an imaginary chiropractors in London:

Good:‘I visited Gary’s Chiropractor surgery and within 3 sessions my

back pain was cured. It’s been bugging

me for ten years and Gary had me ‘fixed’ in 3 weeks!’

Ok:‘I thoroughly recommend Gary’s Chiropractors!’

Below average(but better than nothing): ‘Lovely surgery’

Conversion Rule Seven – General Rule

Does your website capture the attention of the visitor? Does it let them

know you understand their problem and have the solution? Do you offer

them proof you can help and explain why you are a unique service? If

not, you need to make sure it does. You need to provide costs, opening

times and why you are the best choice over your competition in the

London area.

Nash Rahman – Freelance Writer|Blogger|SEO Copywriter “Helping Your Business To Grow and Profit”

Contact: Nash.Rahman@gmail.com