Every website has two jobs: generating traffic and converting that traffic into buyers. You can spend a lot of resources on pay-per-click campaigns and optimizing your site for search engines to get traffic. If your website fails to convert that traffic into buyers, however, you are leaving a lot of money on the table.
Fortunately, converting visitors into customers comes down to making sure that your website answers a few questions that they have. Don’t make the mistake of thinking that not all visitors ask these questions. They do – even if it’s only subconsciously.
The cost of switching to another product or service provider is zero. If your website fails to answer the questions that your visitors have, they will click away and find one of your competitors in a matter of seconds.
It is, therefore, critical to the growth of your business that your website should answer the questions below.Download our free ebook, The 30 Greatest Lead Generation Tips, Tricks & Ideas, and start creating your own irresistible offers now.
When customers visit your website, it is because they have a problem that they want you to solve. This may seem obvious, but the reality is that many sites are not solution oriented.
In the first place, your website’s content should contain as much information as possible without compromising your site’s ease of navigation or loading speed. Your visitor should be able to determine within minutes, if not seconds, that your business will be able to help them with their problem.
Your website should also make it easy for your visitors to contact you with their problems. Your web forms and contact details have to be visible and user-friendly. If you are easy to reach from your website, your visitors will believe that your business has the solution to their problem.
Additionally, make sure that your customer service is on point, and that visitors don’t have to wait long before your business contacts them after they have submitted a contact form.
A visitor to your website subjectively believes that their problem is unique. The last thing they want is a standardized solution.
Your website should showcase your authenticity and your Unique Value Proposition (UVP). Your UVP is a statement that draws your visitor’s attention, is easy to understand, and that shows how you are different from your competitors.
Your UVP can be anything from speedy deliveries to lenient return policies. Any aspect that is unique to your business and that establishes trust may constitute a Unique Value Proposition.
By demonstrating your authenticity and UVP on your website, you differentiate yourself in the mind of the visitor. If this differentiation is valuable, your site will have a higher conversion rate.
If a visitor to your website doesn’t know that they can trust you, your site will not convert them into a buyer. Trust forms the foundation of any transaction, so instilling trust is one of the critical requirements of any high-converting website.
There are many things that you can do with your website to show that your business is trustworthy. Becoming a member of organizations that focus on advancing marketplace trust and adding their badges to your site is a great start. Examples of these organizations include the Better Business Bureau and Angie’s List.
Also, don’t be afraid to put recognition from industry regulators or previous clients in plain sight. Authoritative blogs that demonstrate your knowledge and expertise is another way to establish trust. By the way, adding a blog with relevant content to your website can also increase your ranking on search engines.
Finally, make sure that your website has a comprehensive About Us section. Adding photos of your management team and informative content of the human element behind the organization will be relatable to your site visitor and help them to trust you.
To answer this question, the focus shifts from your UVP to your Unique Selling Proposition (USP), which is a factor that differentiates your products or services from your competitors’.
To formulate your USP, make a list of all the features and benefits that are unique about your products and service, then formulate phrases about these unique features that are concise and incorporate them in your web content.
If visitors to your website subjectively understand how your products or services meet their emotional and physical needs, they will be more inclined to stick around and convert into paying customers.
If your website answered all the questions above, your site visitor might want to proceed. There is, however, one more question that your website has to answer: where do they go to next?
Your website visitors are at different stages of the buying process. Visitor A, for example, who visits your landing page and enters their email address to get a free e-book is not as ready to buy as Visitor B, who has been on your email list for three months and that know and love the products that you have to offer.
One of the best ways to tell your visitors where they have to go to next is with calls to action (CTA’s). Be specific with your CTA’s. “Buy Product X” may not be as effective as “Click the green button below to get product X delivered to your door.”
Visitors don’t scroll around on your site, trying to get answers to these specific questions. To them, finding these answers is a subconscious process.
By ensuring that your website answers these questions, you have a significant advantage over your competitors. Incidentally finding the answers to these questions can be beneficial to other areas of your business as well.
Formulating your UVP and USP, for example, can help you find differentiate your business as well as your products and services. Taking the time to ensure that your website answers these questions can reduce your customer acquisition costs, increase your site conversion, and boost your ROI.