There are loads of websites out there that look great, have loads of content and, sometimes, rank quite well. But they are missing one thing – they aren’t converting.
This is a conversation I tend to have with people far too regularly. It goes a bit like this:
Client: “My website’s working really well – I get about 500 unique visitors every day”
Copywriter: “Great, so what’s your conversion rate?”
Client: “My what?”
Argh! There you have it – they’ve missed the number one reason for having a website – converting your visitors into paying customers.
That’s why I’ve written this post – to show you how you can make your website convert visitors.
How to make your website convert
Let’s look at how people behave online.
Imagine you’re looking for a new camera. First you’ll probably enter your search phrase in Google, browse down the results and open a new tab for each entry that catches your eye.
Then you’ll read through each one in turn to see what the companies are offering and gradually whittle the open tabs down until you arrive at the one you want.
Have you worked out how to get your website to convert yet?
Yup – someone will buy from you if you are offering something that no one else is. It could be a price choice, free delivery, extended guarantee…the possibilities are endless.
So if you want to convert your visitors you must identify your unique value proposition and make sure it’s the first thing your potential customers see.
Because your UVP is your primary benefit it has to be something that makes you stand out from the crowd. It could be a free bonus item, price reduction, guarantee – something that is of real value to your reader.
If you hide it within your text or deep inside your site, your reader isn’t going to find it and they’ll go elsewhere. So you have to make their lives as easy as possible and make it obvious and on all pages – after all it might not be your home page they land on.
Have a look at your website – is your UVP obvious? If not you know what you’ve got to do if you want to give your conversion rate a boost.
Sally Ormond – freelance copywriter