If you're working on your SEO strategy, your main goal will be to get as many search visitors as possible. But your work isn't done once they land on your site.
If people come to your site and find it hard to navigate or lacking in information, they'll be more inclined to exit and spend their money with one of your competitors, even if they appear further down Google's SERPs.
So, how can you increase the chances of someone converting after landing on your website? Here are my top five tips.
Make sure your site is easy to use
There's a whole host of factors that can affect usability, including how quickly your webpages load, how easy it is to navigate your site, and whether your checkout system is simple and intuitive.
So, if you've noticed that your landing pages' bounce rates are quite high and you aren't getting as many conversions as you would like or expect, the first thing to assess is the user experience of your site. Your pages should take 2–5 seconds to load (Dotcom-Monitor), and you need to ensure your menus and internal links make life as easy as possible for your customers.
In order to gain potential customers' trust and convince them to spend their money with you, it's vital that you ensure your website looks professional. And one of the biggest elements that can make or break this is the quality of your images.
All your product photographs should be taken in good lighting and with a high-quality camera. Or, with a service-based business, you could use photos of your team when they're working on a project to put some faces to your company. If you're short on equipment, some of the latest smartphones have very good cameras that should give you a clean and crisp shot. Although, you'll have more control over the look and feel of your photos if you use a more versatile DSLR camera. It's also worth using professional-grade photo-editing software, such as Adobe Lightroom and Photoshop, to achieve the exact results you want.
If you aren't confident behind the camera, it might be worth hiring a product photographer to help you. They'll know exactly how to style and shoot your items to ensure they look their best.
Include all of the information your prospects might need
Another way to build trust with prospective customers and make their lives as easy as possible is to give them all of the information they could possibly need. Make sure service or product category pages have well-written content that answers frequently asked questions, while any product pages feature detailed specifications and descriptions.
Content marketing can also help you to boost awareness of your brand, show your expertise, and make more sales. So, it's well worth investing some of your time and energy into creating pre-purchase content that your target customers will find relevant and valuable.
There are also lots of different forms it can take. For example, you could create buying guides, video tutorials, infographics, podcast episodes, interactive games and quizzes, or a combination of these. You'll be best placed to decide what types of content will work best on your site, depending on the types of products or services you offer.
Your landing pages give you a chance to show prospective customers why they should shop with you rather than your competitors. So, make sure you grab this opportunity with both hands by highlighting all of your unique selling points (USPs) that help you to stand out from the pack.
If you haven't quite identified your USPs yet, look at what your competitors are doing and how you're offering better value to your customers. For example, do you offer free delivery over a certain spend, do you have the widest range of products in your industry, or do you offer a gift-wrapping service? Perhaps you provide great warranties, have a 24-hour customer service team, or offer a money-back guarantee so people can try out your products risk-free.
It's not enough to keep your USPs hidden away on your contact or delivery pages, either. You need to shout about them! Mention the benefits of shopping with you whenever you get the chance, whether that's on category pages, product pages, or in your informative guides. Every page on your website offers the opportunity to grab your customers' attention and convince them to click "buy", so don't waste it.
Provide a clear call to action
Finally, you need to tell your customers what you want them to do on every page of your website. Depending on the page they land on, you might want them to buy your products online today, download a digital resource, or contact you for more information. And you need to make this as clear as possible with a call to action (CTA).
There are a number of ways in which you can include a CTA on your pages. You could mention the next step in your category content, encourage people to learn more about your products at the end of your blog posts, or add a specific call to action button on your page.
Getting people to visit your website is only half the battle: you need to retain their attention and encourage them to make a purchase, too. If you implement all of the tips we've given you here, you'll be off to a great start.
Improving the user experience of your site, creating high-quality content, and choosing the right calls to action can take a lot of time and energy, though. So, if you're already spinning a lot of plates, you might want some help with it. Here at Glass Digital, our outreach, technical SEO, and content teams can support you in gaining more online visibility and making more sales. If you would like to discuss your needs and goals, get in touch today.
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