In last weeks blog I wrote about what actually IS a high-converting website. I covered 8 things that contribute to making a website – you guessed it… high-converting.
This week, I’m taking a deeper dive into one of those parts – what content you should include to improve your website conversions – starting with 5 easy but often overlooked sections.
My little marketing heart wanted to dive straight into your messaging and all the nerdy acronyms (PAS, AIDA, FAB’s and so on…) but look, I see your eyes glazing over already…
So instead I decided to give you a super quick website win, and I’ve broken down these 5 often overlooked sections, including:
- What they are
- Why they’re important/what’s their purpose
- How to pull it together and some handy tips
Ready to turn browsers into buyers? Here you go…
1. Testimonials and Social Proof
Testimonials are social proof that help potential clients feel comfortable making an investment in you. Knowing others have done the same and have had good results reduces the risk and empowers the reader to take action to get the same desired results.
Quick tip: Testimonials aren’t about how nice you are – they should be about the transformation you bring; how your client felt before, what you did for them and the outcome, and how they feel now.
If you don’t have testimonials or client logos yet (or in an industry that isn’t allowed to use them) you can use industry statistics or your business statistics/results to demonstrate your authority and prove you can help.
2. Your Bio
People like to buy from people (that they trust and have things in common with), not businesses. So, on your home and services pages, you should give a short introduction to yourself where you can build trust and authority.
What to include:
You can start by introducing yourself or your business and highlighting what makes you different. Whether it’s your brand values or your USP or something else, drive it home here.
You can continue and share about your own transformation or your mission – But what you’re really doing is showing prospective clients that transformation is possible for them, and that you can help them get there – because you’ve done it before, or you’ve gained experiences that allow you to help them reach their goals. Everything on your website needs to point back to the benefit your customers or clients are getting.
FAQ’s not only save you time answering the same questions again and again – you should also be using them strategically to overcome objections and provide all the information necessary to help potential clients feel comfortable booking you.
Think of all the objections people have for buying your product/service… Does it feel overwhelming? Do they think it’s too expensive? Do they not know what is going to be expected of them? Do they not truly understand the benefit of what you’re offering?
FAQ’s are the perfect place to overcome these objections and provide valuable, reassuring information. Write out the questions and then frame answers that address objections and eliminate the concern.
People like to know what’s going to happen next and are hesitant to take action if they are unsure of what they’re walking into. Help them feel comfortable taking the next step and reaching out to you by laying out exactly what will happen when they work with you, in 3 simplified steps, instead of just “Contact Me”.
Quick tip: Start with a positive headline like “Are you ready to <transformation>? It’s easy as 1,2,3” and give a summary of each of the 3 steps and what happens at each. Example:
- Head to the contact page and submit an enquiry and I’ll get back to you within 48 hours.
- We’ll jump on a call and discuss your goals and desired outcomes. From there I’ll create a plan of action and send you a proposal for how we can make it happen.
- Hand everything over, I’ve got this. All you need to do is sit back and watch your business grow.
5. A Freebie/Lead Magnet
This is a bonus one that admittedly isn’t quite as straight-forward and needs a little more though and work put in. But it’s absolutely worth it so I had to add it in. Why is it worth it?
Because 98% of people will not be ready to buy the very first time they land on your website. The purpose of a freebie/lead magnet is to capture the email addresses of your site visitors so you can email them weekly/monthly and remind them you exist, until they are ready to buy.
With already overflowing inboxes, most people don’t want to sign up for another newsletter. To entice them to hand over their email, you can offer something of value to them in exchange for their email. Ideally, it is something that helps them in the current stage they’re at and moved them one step forward to being ready for your services. ie. a Cheat Sheet, a Checklist, a How-to Guide etc.
This should then be followed by a ‘Welcome Sequence’ or ‘Nurture Sequence’ of emails that provide value, built trust in you and offers an opportunity to work with you.
Ready to increase your website conversions?
Do you have any or all of these sections on your website? Are you using them to their full potential now that you know what their purpose is?
If you’d like some examples, you can browse through my own website to see them in action, or jump over to my Website Templates and browse the Demo Sites for more examples.
Know you need to update your site, but not so much into the DIY? A VIP Development Day (my one-day webs design intensives) might be just the thing for you. Check them out here.