Getting lots of visitors to your website is great, but what if you can turn them into leads as well?
What about a 134% increase in enquiries?
Most service-based businesses are losing new clients from their website EVERY DAY.
They do SEO.
They post on social media.
They buy Google ads.
They buy Facebook ads.
Finally, thousands of visitors are coming to the website (and landing pages).
Why are the leads still going slow?
Where are the enquiries?
Where are the bookings?
Where are the phone calls?
This is where Heather was when we first got on a call.
Her website was getting close to a thousand visitors a month (thanks to her speaking engagements and other marketing efforts.)
She was an authority in her field, not just in Australia, but worldwide.
Despite all the visitors that were coming to her website every month, she only got a handful of bookings from it.
Even if she tried running some ads on Facebook, things were still going slow.
She knew she was losing people from the website, but she wasn’t sure what was missing.
What was going on?
Why aren’t people taking the next step and just left the website?
Bills needed to be paid.
Staff needed to get busier.
If you’re getting a lot of visitors to your website, whether it is through Google organic or paid ads, you’ve done the first step.
But your next step is to get people across the line.
This is where most service providers get stuck. They either don’t know what they should do or go down to the wrong path:
- Randomly make changes to the content
- Keep spending money on ads with this low conversion rate
- Redesigning the website without a strategic plan
I’ve seen many spend another 5-10k to revamp their website and see the same-old result over and over.
What’s the point of sending people to a website if it’s not converting?
To fix a conversion problem, we need to have a clear process.
If you just blindly make changes, not only will you lose clarity on what the root problem is…
It can also backfire your results.
Changes can increase conversion rate, it can also decrease the conversion rate.
I’ve seen at least 3 service providers dropped their conversion rate nearly half after making changes to their page.
This is why we have to follow a clear process.
Step#1: Have crystal clarity on your numbers
When I spoke to Heather, she didn’t know much about her conversion rate and it was difficult for her to decide what to do.
We can’t fix the leaky hole unless we know where the hole is.
If you have Google Analytics on your website, make sure you have your tracking done right.
There shouldn’t be a “I’m not tech-savvy” excuse.
This is the number that determines your sales.
Don’t just “leave it with the tech person.”
When you have clarity on where is broken, not only will you ramp up your conversion rate quickly, you may also avoid the meaningless redesign or rebuild that will cost you thousands of dollars.
What’s the point of having a brand new shining website that doesn’t get you more leads?
Know your numbers.
Step#2: Get your targeting & messaging right
A great service is not great unless the right people know it is great.
In Heather’s case, people DID NOT get her message.
If you want your web page to convert effectively, you have to get your message across to the right people.
You can have the most amazing offer, and you certainly are the best in your field, in your suburb, in your country, but if you fail to get the message across, people are not going to take the next step.
One click on the exit button – you lose a potential client.
In the context of the web, you really get 3-5 seconds to get your message across clearly.
What you do.
Why they should bother
What your value proposition is, etc.
In Heather’s case, most of her visitors weren’t sure what she did.
They didn’t know her value proposition and they were confused by her messaging.
People come to your website with a problem that needs to be solved and they’re likely to be confused already.
The last thing we want is to serve them with a confusing website.
Step#3: Test. Don’t guess.
No one knows for sure that the new messaging is going to hit the jackpot.
If you don’t have the right tracking in the first place, it’s all going to be guesswork.
Once Heather has clarified her message and we got the essential changes done, we put her page to a test.
Someone asks: “Why can’t we just replace the old page?”
The concept of testing is uncommon regardless of the importance of it.
For some reasons, most people think it is an “extra step”.
Testing is the curial part of all human achievement.
Regardless of how minor or major the changes are, they need to be tested. Otherwise, you will never get the true insight of what your market wants.
And you won’t even know if your conversion increased, or decreased.
Can you imagine the plane that you will be flying hasn’t been tested?
Can you imagine your doctor gives you medicine that hasn’t been tested in the lab?
Test. Don’t guess.
When you have the right messaging and you know how to properly do the test, that’s when the rewards come.
In Heather’s case, a 134% increase in enquiries.
That’s more than doubling the leads.
Despite we don’t double the conversion rate for every single page we optimise, a lead increase is still a lead increase.
A conversion rate will serve you for the next few months or years.
All the organic traffic that you are acquiring.
All the paid ads that you are buying.
What if you can get a 20% or 35% lift in your conversion rate?
How would that affect your sales?
How many leads you should’ve been getting from your traffic?
How many new clients are you losing because of an ineffective website?
If you’re interested in getting finding the right messaging for your web page, click here to get a clear direction for your messaging.
Let’s see what will be best for your website.
We don’t always have to figure everything out on our own. If I can help you get one little step ahead in the right direction, it is a win for me.