Customers on your website are difficult and demanding. They want what they want, and they want it now. They are looking for any excuse to give you the thumbs down and move on. You have moments to convey that your business is worthy of their time to consider. Some of the methods used to do this are obvious, some more subconscious.
1. Clean and professional design
It’s not always the case, but most businesses need to look professional, capable and trustworthy. A modern, aesthetic website design conveys this to your customers in an instant.
2. Intuitive navigation
People need to find the information they want easily. On one hand it can be good to have a load of content to convey how comprehensive your service offering is. On the other hand, the customer will not know where to start and decide to leave in fear of feeling stupid. There’s a balance in there and it may vary on the type of your business.
Typically in businesses where image and sophistication is required, minimalist navigation structures work. They also encourage customers to make direct contact through funnelled navigation paths. Conversely companies providing technical information or needing to convey capability may provide detailed content, allowing the customers to research and make their own decisions.
3. Easy to find contact information
It’s a no brainer, if there isn’t a way to contact you on every single page of your site, you are missing out on leads. People want to find you and fast. If they can’t they will simply move on.
A header is the ideal place for most businesses, and usability wise it is expected to be in the top right hand corner. In a recent project of ours we were collating the contact details of a lot of websites. It was pretty apparent how poor the majority of sites are at displaying their contact details, yet surprisingly made everything easily available in social media.
4. Supporting evidence
Trust signals. People want to believe you are trustworthy. But you can’t just say ‘hey, trust me’, you need supporting evidence. Testimonials, case studies, affiliations, reviews. Even though it’s still you telling them, you are telling them what other people have said and think about you. E-commerce in particular benefits from trust signals increasing sales conversion rates, but the same principal applies when your conversion goal is simply to get someone to pick up the phone and call.
5. Calls to action
The site looks great, you’ve proven you are awesome, now what? You haven’t actually lead your customer to do anything. You’re that hard to approach girl at the bar. Invite your customers to speak to you. Tell them what to do next, what your process is, even how much it may cost. Identify what the goal of your website is, and then coax your customers to it. Experiment with language and avoid super basics like ‘click here’. Positive suggestions can increase your clicks with wording such as ‘increase your profit’ or ‘save more time’.
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