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For those of you who didn’t see my video a couple weeks ago, I talked about this very thing.
If you’re focusing solely on SEO and not on the design and functionality of your website, this is exactly what’s happening. And ESPECIALLY if you’re running Google or Facebook ads to a less than optimal site, well, you are literally throwing money down the drain.
To make the most of your SEO and advertising dollars, you need to make sure your website is actually converting those visitors into customers (or followers, or whatever your goal is). Otherwise, what’s the point, right?
Imagine your website like a treasure map, designed to lead the visitor to the booty of whatever it is you’re offering.
So how do you make sure your website converts? Here are a few tips:
1. Make sure there is a dominant call to action (CTA) visible within seconds of landing on your site.
The first step was going to your website. What’s the next step you want them to take? Shop now? Learn more? Sign up?
Make sure the CTA is simple, actionable (duh), and eye catching.
Without a CTA pointing to the next step, users will get lost and leave. On the flip side, if you have too many CTA’s, it can be overwhelming and again cause users to leave, so stick to one of two dominant ones.
2. Make your site easy to navigate.
I’ve seen some killer sites that use sideways scrolling or other forms of experimental navigation and I get so confused I just leave.
Technolory and web development are constantly evolving and I understand the need to push boundaries and experiment, but leave these kinds of things to designers or other web professionals until they become more mainstream.
Instead, make your navigation easy to find in the header and footer of your site, and make it intuitive to use (meaning to explanation needed).
For big websites with lots of pages, it’s important to organize your subpages and drop down menus neatly. Usually a vertical menu is best for this and make sure to also have a search bar so users can search for what they need.
3. Make sure your site is mobile responsive.
More people visit websites on their phone than on their computer, and 60% of those people say they won’t purchase from a brand if they have a bad mobile experience. Make sure your site is equally attractive and functional on phones, tablets, and computers.
4. Your site needs to load fast.
People have a short attention span. If your site doesn’t load in a few seconds, people aren’t going to wait around for it. If you’re site is loading slowly, try optimizing your images. And if it’s still slow, have a professional web developer take a look at it to see if they can clean up some of the code.
5. Your site needs to look good.
You can have the best content, fastest load times, and flawless functionality, but if you’re site looks like it was made by your 12 year old nephew, people will take one glance and bounce.
I cannot emphasize the importance of your visuals enough. People will judge your product or service based on the way your brand looks, which means if your site looks cheap, they’ll assume everything about your business is cheap. It’s best practice to get a website that’s uniquely branded to your business, but even if you can’t afford a fully custom website right off the bat, at least purchase a great looking WordPress theme from someplace like Creative Market.
For more tips keep following my articles, or if you know you need help, book a free consultation today and let’s start turning your visitors into customers!