1. Clearly communicate what you do.
Seems simple, right? You’d be amazed at how many websites miss this basic ingredient on their home page.
Start by taking out your industry’s buzzwords and any technical jargon, and explain your offering using simple language that isn’t intimidating to the visitor. Your website visitor may never have been exposed to your industry before, so make it easy for them!
Try not to assume that people understand your product or your process, and avoid missing out on sales because people feel intimidated or confused. And while gorgeous graphics are a nice touch, too many website owners rely on imagery and a few main icons as the first thing people see on their website, and they miss out on capturing the audience that arrives because they don’t explain what they do.
Ask someone else to visit your website, and then ask them to explain what you do. When they are telling you what they have read and understood, you’ll find out really quickly if you are communicating it well! This is the most basic form of user testing, and large companies use this technique all the time!
2. Ask your website visitors to do one thing per page.
Yes. Just one thing.
One main button that you want them to click.
Or one form that you want them to fill in.
I know some of you are thinking Whaaaat!? Just one thing? But how do I know what that one thing on each page is? I have many products and I need to show them everything that I offer so that I don’t miss a sale!
It’s time to look at your website in a different way if that single call-to-action per-page suggestion felt impossibly limiting. Many people we work with worry that they will lose a sale, or miss out on an opportunity if they niche each page of their website.
The fear around losing the sale isn’t a valid one, if you have one web page dedicated to each of your services – and if those pages all rank well in Google for those search terms. When each page is set up to rank for the specific information through keywords, your potential clients will find exactly what they are looking for through Google, because your SEO (Search Engine Optimization) is working for you. Remember: Most of the people searching for your product or service will not find your home page.
SEO Scenario: Imagine that you are doing a search for blue shoes. When you arrive at a page that only shows beautiful blue shoes, there’s a good chance that you will stay on that page and read more. You may even fall in love with a pair of blue shoes, and request information on them, or make an online purchase.
If, instead of landing on that beautiful blue-shoes-only page, you arrive at a busy page that has 4 or 5 Call-To-Action buttons that demand your attention, the page may feel “salesy” and – at worst – the main blue shoes on the page are totally lost and overshadowed by the competing messages. You may assume that you’ve landed on the wrong site, and quickly hit your back button to go back to Google and check out another page. (bounce rate!)
What would keep you on this website or in contact with the owners of the site? For me, it would be a button that offers me free information about those blue shoes. Or maybe a video that I can watch about how blue shoes are made, or a downloadable coupon code for my future blue shoes purchase. If the main task the page asks me to take is about green socks, I will likely go back to Google and search again.
The lesson here is that people will find what they seek. So if you have one page dedicated to each main offering or service, you will be able to silo your website content in a way that works.
When you have many buttons fighting for attention, you risk that the person who is visiting your website clicks on the wrong button, and makes a quick decision that you aren’t the right company to work with before they even read the good stuff.
By clearly deciding what each page is meant to do, you can walk people through the sales process and are much more likely to get them to take the action that you want at the end of their click!
Make your buttons and call to action areas stand out. Maybe they are a completely different colour than the rest of your website, or a complimentary colour to your brand. They should be consistent throughout the site, and stand out from the rest of the page.