Top tips on converting website visitors

When launching a new business it’s all too common to spend a huge chunk of budget on a website and then shift your focus onto something else. The danger is that your website content soon becomes stagnant and can look outdated to potential customers.

Keeping your site fresh and up to date is vital for improving your online reputation, attracting customers and converting traffic to sales. Over time this leads to securing larger orders and better paying clients.

Take a look at these very easy (and quick) tips and tricks that you can try to maximise your website’s potential and to keep your website content regularly updated.

1. First impressions matter

Getting traffic to your site one thing, but to successfully convert visitors into paying customers requires a memorable first impression.

When consumers are browsing the web, bear in mind that their attention span is short. A great website has to tell a customer everything they need to know at first glance, whilst enticing them to learn more about you.

The first thing your visitors need to see is a line of text and/or an image which both grabs their attention as well as telling them something about you. Focus it on your unique selling point (USP), tell your customer how you solve a problem that they have, and why they should choose you for the job.

Think about who your target customer is. For example, how old are they? What do they do for a living? Then direct your USP towards that demographic. This means using appropriate language, references and visuals that will attract that specific customer.

2. Keep copy short and to the point

Attention spans are so short when browsing online, so dense paragraphs and walls of text should be avoided.

You may have a brilliant product, but throwing tons of information at a potential customer will simply overwhelm them and may even put them off your brand. One of the most important rules of successful marketing is that you are selling a feeling, an idea and a lifestyle more than an actual product.

Be concise. First, write down, in as many words as you like, the main story and unique selling points of your product or service. Slowly begin to whittle down your copy into fewer and fewer sentences, until you have just one or two short clauses that describe your brand. Each and every word must add value: shave off anything that isn’t essential.

And don’t be afraid to talk up your business. Include each and every success and testimonial you think will help your image: it makes you look serious and self-assured, and is an easy way to build customer trust.

3. Always consider your customer

It might sound obvious, but whenever you feel your site needs a refresh, it’s helpful to refocus around the customer. Who are they and what do you want them to know?

It can be helpful to imagine you’re creating a site for friends or colleagues. Make it approachable and customers will automatically feel a connection to your brand.

4. Regularly update your site

Keeping your website fresh is a key way to attract new customers. It’s no secret that Google’s search ranking algorithm rewards sites that are regularly updated, and reportedly penalises those which haven’t been changed in a while. This is because a regularly updated site is more likely to have relevant and useful information for visitors. To get more traffic to your site, you’ll need to tick a few SEO boxes.

This can be as simple as changing up a few words and images every month to keep everything looking great and feeling fresh or by adding a blog or social media feed to your website.

Google will reward you for these small changes. A great website is often the difference between a successful business and one that falls flat. Create a memorable first impression, keep your copy tight and flawless, make every change with the customer in mind, and frequently tweak your site to keep it current, and you’ll vastly improve your visibility on the web. More traffic leads to more potential customers which in turn will increase those sales conversions.