Best Practices for Developing a Website that Converts
Most businesses build their website once and it sits stagnant for the next 5 years, underperforming and costing you money. At L2 Digital Marketing we help you build a website that converts so that you get more leads and your business grows. Isn’t that what you built it for in the first place?
Most businesses build their website once and it sits stagnant for the next 5 years, underperforming and costing you money. At L2 Digital Marketing we help you build a website that converts so that you get more leads and your business grows. Isn’t that what you built it for in the first place?
Your website can and should be your business’s best asset. But most businesses fail to execute on a website that actually works. Your website is the centerpiece of your marketing plan and the place you direct people to learn more about your business.
In order to make the most of your investment, we recommend a few must have elements in every successful website.
1) First, you want a clear call to action in the header of your website and in the hero image portion of your website. Be crystal clear about what you want visitors to do when they get to your website. The call to action should be represented by a button link directing the traffic to your product to purchase, contact form, lead form, or download. Make the button a different color so it stands out and gets the attention of the website visitor.
2) Second, make sure you have a clear message on the top fold of your website. Don’t try and be overly cute or clever at the expense of being clear. Make it plain what you do and what you offer. Don’t make the visitor think too much or you’ll lose them. Your business is the guide, serving your client and helping them on their journey.
3) Third, develop a value proposition.
This should be a one-two line elevator pitch about how you solve customer problems. Why should people do business with you? Here’s an example from L2 Digital Marketing: “Most business owners are wasting money on marketing. L2 Digital Marketing helps you clarify your message and create campaigns that get the results you want so your business grows. Schedule a call today.” Utilize this on all your marketing materials and on your home page.
4) Fourth, let the visitor know you understand their pain and how you solve their problem. The visitor is not on your site to hear about how you’ve been in business for 60 years and know the history of how your grandfather started the company and then passed it to your uncle who didn’t have kids so you were the next in line to inherit the helm of your business. No one really cares about that except maybe your mother! Seriously though, you have a few seconds to capture your website visitor's attention, don’t waste it. Show and tell your potential client that you understand their problem and you can help them.
5) Now that you’ve shown your client you can solve their problem, you want to build your credibility by sharing stories of satisfied clients who have experienced the best of what you offer. If you’re a barber, share before and after pictures. A home builder can share pictures of his completed work and how the customer was happy and elated with the timely and professional work. This builds trust and establishes that you not only understand their problem but you’ve been successful in the past helping others just like them.
6) Lastly, you want to have an opt-in section of the website where you invite visitors to exchange their email address in exchange for something free - a PDF, a video series, a checklist - a digital product you create that is a lead magnate. You want to think this through and do it right though. For example if you’re in the roofing business, you could share your expertise and help guide your clients to do business with you with a PDF titled, 5 ways to know your roof needs to be replaced. Then outline the signs of roof wear and tear and guide your client to do business with you.
7) Video. Bring it all together with a high quality video on your home page not just talking about your company, but talking about how you solve your customer's problems. That will keep them coming back time and again.
Don’t let your website sit stagnant, underperforming and costing you money. Get started building a website that converts so that you get more leads and your business grows.
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