Killer Website Conversion Strategy

Include Video For A Better Website Conversion Strategy

So, I’ve been, I got some stuff in the works for some of my paving contractors that I do work for so, let’s take a look at what a paving site that I’m working on at the moment. And now this isn’t this is incomplete obviously, got the fake number or whatnot this is right now just a development version, right? I am constantly performing conversion rate optimization. I always want my websites to increase the lead generation they deliver. The only way to ensure this is with constant conversion rate optimization!

One of the things you may notice right off the bat is a video, right? Nice video on the home page at the top of the homepage there. Obviously, video. Hey, it’s sexy, right? It looks sexy it’s like wow! That’s cool there’s a nice video there. And you know maybe you know you can you don’t have to potentially use machinery whatnot, but it could be just some sort of like a very professional looking piece of content. Okay, this isn’t even this company’s video I’m just using it as a placeholder for now.

Call To Action Colors Can Improve Your Website Conversion Strategy

But, one of the things you may notice by just looking at this design of this site is you know, the pops. The pops of color are actually the call to action, right? So, everything on here is pretty much black and white except for you know the buttons you know click to call us this is this button here is green. This button here is green you know so by really contrasting the button it’s the buttons you know you know it’s kind of like you need to learn how to site works. So, as soon as you get here, once you’ve clicked one green button you know that the green is what you need to click on to make something happen, right? These buttons are the only pops of color to try and help improve the conversion rate of the page. Conversion rate is how well a page turns visitors into leads. And that is one of the most important numbers to track on your website! This is your KPI or one of your most important Key Performance Indicators!

Include Simplified Menus For A Better Website Conversion Strategy

So, you know you could see here I have a very simplified menu. Okay you’re here, do you need residential work or commercial work, right? A lot of sites you’ll see there’ll be 25 different links on the top of the page and it’s just, it’s overwhelming you know. You got to help people drill down to what it is they’re looking for because if you put it all, you know in front of them at one time they may get overwhelmed and confused and you know. So, they’ll say in this case, they’ll say oh I’m interested in residential. At that point they’ll go to a page specifically about residential services, right? So, I’m just really streamlining you know? There’s not a lot of choices here so, guess what? if there’s less choices, they’re more likely to make a choice and commit to you know drilling down deeper into the site, right?

If someone does a search, goes to the site and goes back to google says, ah that website really didn’t answer that person. They came back in a jiffy. So, by kind of you know categorizing and creating a funnel, right? Creating a way to get these people down exactly where you want them, they have to drill down, you know, a step or two to exactly what they need. So, that keeps them on the site for a minute or two longer. And also, the fact that there’s not 30 choices at the top of the homepage you know they’re not going to sit there like trying to navigate through all of that content, right? So, anyway very simplified you know main navigation on the site, right?

Again, all the colors of the buttons are very consistent okay these are the call to action. I put the little arrow there so people know by, you know, clicking on that that something’s going to happen. So, regarding that call to action this is the offer, right? You know a lot of people will just have like get a free quote. You know at this point everybody, every business, everyone and their mother is using the get a free consult. Well you know that’s not really an offer because everybody does a free consult because it’ll hopefully turn into work. right, so, you know, you’re not really enticed, I mean I’m never enticed by that.

Having An Actual Offer Can Improve Your Website Conversion Strategy

So, by offering an actual offer save 15 today that’s much more appealing. It will definitely help to improve your websites conversion rate. Oh, okay great! Well I can save some money right off the bat, right? Now whether or not you know that they are familiar with what the cost is going to be is really on their research. But we’re making an offer. We’re actually saying, hey you can already start saving just by contacting us today. So, when they click on that then what happens is obviously at this point you know, I’ll probably end up adding their cell phone number as a form field in here too. But you know, we have just name email, okay. Now the one thing I want you to notice is that I didn’t have this call to action and then send them to another page. I have them click the call to action of saving and then Boom! right then and there they click and then boom! It’s hey, you want to save? Give us your info, right? It reduces friction, it saves a step; they don’t click and then go to another page, then they got to scroll down and find the little contact form. No. They wanted to save 15%, they clicked on a button, boom! here’s how you do it. You give us your name and email right now name email and phone number I’ll be adding in you know, and also be changing this to the actual messaging to be more congruent. Save 15% you know today you know, fill out this form below. This reduction of friction is what improves the websites conversion rate. Less steps to convert should always increase the conversion rate. And finding the ways to improve conversions is the process of conversion rate optimization. And it’s very important!

So, you know hopefully that makes sense to you guys, right? It makes sense to, you know put less hurdles in front of them when they’re ready to make that action, right? So, that’s kind of you know one of the things that I’ve really been trying to do here. Same thing with another menu on the bottom and again green call to actions. If they click on the phone, on an actual phone it’ll, you can see it shows the little phone there, if they’re actually on their phone it’ll try to call the it’ll, the phone thing will pop up and say do you really want to call this number?

Obviously, this is the map listing, this is the social media. Why is that at the bottom? Because we just got them to your website. You know a lot of people put the stuff at the top, you just got them to your website don’t put social media links at the top because now you get them your website they’re like, oh let me see this company on Facebook and then all of a sudden they’re getting distracted by cat videos and notifications from 37 people on Facebook that want to share and tag them and ridiculous stuff. No, you just got them to your website, keep them here right? That’s why I bury my social media stuff towards the bottom. That’s just my approach, you know it’s there’s no right or wrong, that’s just my opinion. But you know, that’s kind of what’s going on there.

Your Website Conversion Strategy Should Include Local SEO Pages

And then you know for as far as service contractor service businesses, actually not even contractors but even you know martial arts schools, any local business even restaurants can really take advantage of the fact that if you start creating pages, localized local SEO pages for your service areas, then you’ll get that search, right. If somebody happens to search for you know paving contractor you know, Edison New Jersey, if you have a page supporting that then guess what, you could potentially show. If you don’t have Edison New Jersey anywhere listed on your site, you may not show right. If your target market includes 20 towns and 3 counties, it’s a good strategy to have pages supporting your services in those areas. Your target audience obviously lives in your target market, so try and reach them! It’s just a little added opportunity there. Optimizing your site to get more visitors to your site is search engine optimization. Optimizing your site to convert more visitors into leads is conversion rate optimization. One of the other things I want to show you guys right, so, a lot of people don’t understand the term responsive so I’m going to show you now.

A Responsive Website Design Can Help Improve Your Website Conversion Strategy

When you talk about responsive okay this is what the website looks like on a computer okay. But if I start to change the size okay, and I start to make the site smaller and smaller okay, this is a what I call a quick and dirty way of emulating a cell phone, so you could see now see how the whole site changed? I didn’t do anything magical I just changed my, the preview size, that the window size and the website automatically changes right. So, now what happens now that the menu comes in from the side or whatnot right, and it’s better to take up the whole screen with the menu okay. And I want to show you guys another thing that I’ve been implementing that I really like. And it’s this here. So, if this is a cell phone okay if we’re considering using a cell phone we made the screen smaller match that when I scroll on a cell phone, look what happens, you see that click to call, it follows me like it stays there. If at any point in time they’re like ready to make a commitment with this company, that button is always ready for the pressing right. So, they can literally click to call, and this is a phone so, when they’re on their phone they’ll actually call okay. And that’s another thing I want to show you guys is if it’s on the desktop version the call to action is save 15% today and fill out this form to get in touch. But with this website when you change it, when you view it on a phone you could see here you know, lock in your paving discount today save 15% today. But when I change what the actual site is to a phone’s resolution, lock in your paving discount today, click to call us. right pretty cool right! It’s to me it makes a lot of sense.

Good Copywriting Is Crucial To Improve Your Website Conversion Strategy

And now let me show you another one that I’m working on. It’s kind of got some of the similar features or whatnot. So, at this point right again we got a nice video so, you can see that I’m trying to use that same motif, that same you know, the call to action the color the contrasting color is always the action item okay the call to action save 15% on your quote right. And similarly, here they click on it save, 15% on sales or service, name, phone number, email, just pops up and again streamlining the process. But here you know contact me and send my coupon you know, when I ask them for their email address I say where should we mail the 15% off coupon. Oh, you want to save 15% okay great where should we mail that coupon right. It’s not you know if we make this a required field you know people may say oh, I’m not going to contact them. But if you’re looking for the service that this this company offers and now they’re offering you a discount on that service, don’t you want that discount? Okay great! Well give us the email and we’ll send you the legitimate coupon for you to save and use okay. People use coupons still to this day right. Coupon, codes online etc. Making offers is a great way to improve your webpages conversion rate.

So, whether or not this company even sends them a coupon once they submit their info the it’s or the effect has already taken place and now this company has their name, phone number, and email address okay. Now the customer is you know, feels good because they’re going to potentially save some money on their service or sales that the product, that they buy. And you feel good as the business owner because now you got the lead information right. So, contact me and send my coupon okay, if they don’t give us an email address, we can’t send them the coupon and they can’t even contact us okay. We want to help you. Say we want to help you save money give us your email address so we can send it. A coupon, it’s just a little change a little tweak in some of the things we’re doing right. So, again you got your video stuff here and like I mentioned before right, this company, their current website has, you know, a decent amount of links and stuff like that.

Links to gallery, pictures and things like that. I’m starting to do away with that because you know, you can, you can utilize pictures and all that stuff to get more SEO benefit. But initially we need to drill these people down to what they want. They either want to buy some machinery so, they go to sales or they need some machinery fixed so they go to service, right. So, an example. Now you know, and this site again is not and it’s also just you know, this also has that same functionality where it changes to a click to call us. Okay so, if they’re on a mobile phone you can see the menu changes and it turns into a full screen menu and you know everything changes. All the things change to click to call us because they’re on the phone makes total sense in my opinion right click to call us, click to call us, click to call us. When I do advertising lead generation for businesses you know, I’ll only charge you know several dollars for a web lead right. Giving you a name, email and a phone number because then you have to call them immediately.

But if people are literally calling you directly I’ll charge two to three times as much because that hot lead is, you don’t have to chase them they’re now calling you so that’s why I do this on the websites. I put the click to call so that it’s you know, hey they’re hot they’re ready click here to call us now and get that you know get that money savings you know or whatever the offer may be. always have an offer right so machinery sales you know so you could see here right on the homepage I use video okay, and why am I using video? Because as I mentioned before when people get to the site if there’s something there to entertain them, people are lazy they don’t want to read, but if there’s a video talking about machinery sales they’ll click and watch. Oh, okay cool! this guy sells what I’m looking for. If there’s a video about machinery services okay cool let me watch this video and get the little 40 second run down of what this company does right and then once I’m sold on it, I’m happy with it then I can click through to that actual page now, those buttons you know, will take you to the to the actual page there.

I haven’t linked them up yet just so you know but again these call to action buttons you know, when people click oh yeah right, here, when people click on it, boom it brings them right to the page. They already watched a little video potentially. Now okay, we sell this stuff and then we go into the machines we’re actually selling okay, here’s the actual inventory. And again, what are you guys noticing here the same call to action save 15% right, save 15% right. And when you view it on the mobile click to call us okay. And I’ll probably Change these too I mean it still works as far as the form. But I’ll probably change them all to click to call us right now right. We got to discuss that, me and the business owner, but you could see here it’s just again streamlining the operation, streamlining the function of getting them to the site and then getting them on the phone with you so you can make that lead, you can make that job, that sale whatever it is you’re doing okay.

And similarly, again if I’m sending them away from the site it’s the last thing I want to do. So, that’s why I generally put this stuff all the way at the bottom I even put another menu before I even give them the stuff to leave the site because I don’t want them to leave the site. Makes sense right. So, anyway I just wanted to hop on show you guys kind of what I’m working on I hope everybody is healthy. I hope everybody’s doing their best to heed all the warnings of what’s going on right now in the world. But if you’re considering, if you’re considering you know your website and what’s going on with it hopefully this is helpful to you. If you want, we can have a free call to take a look at your website together. Again, a free consult then hey I’ll even give you 15% if we do any work together right.

So, hopefully this was useful to you in your quest have a better website conversion strategy. Feel free to get in touch and if you want more information on website development and other services I offer please visit atdny.com which stands for all things digital New York atdny.com All right guys hopefully that was useful and I’ll see you guys in the next video.