As people spend more time online, and use Google as their primary starting location, search engine traffic will continually account for the majority of inbound traffic to websites. As a website owner you should be completing these website optimisation activities with old content and new content.
COG Digital Agency Sydney SEO works and an SEM campaign sees us focusing on pursuing keyword targeted traffic to our clients websites, building traffic that’s going to meet our clients online strategy and business objective. These are conversions such as an online purchase, an online booking, a referral to friends, subscribe to a database or even a phone call.
Website optimisation is such a crucial piece of the puzzle in growing and scaling your business. COG Digital has collated our top ten tips to assist you in ensuring your conversion rate is continuing performance. Below is a clear list for you to get started, though first let’s understand what is SEO?
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.
1. Be clear and direct
Business clarity and certainty are two things that will have an immediate impact on your sales conversions.
So, you want to make the following immediately obvious to your website visitors at arrival:
- What you sell
- Who it’s for
- Why you’re better / different
- How to buy
2. Think about the customer journey
Take a step back and think about how your website looks and flows from the outside for both a red hot buyer and a cold prospect.
Make a purchase on both desktop and mobile.
Ask yourself: Is it easy to navigate? Is it easy to find what they’re looking for? Can someone buy / book in quickly and easily? Do you have enough in-depth information for those who want more?
3. Keep your menu clean and simple
Less is more here. Keep your Menu tight and add layers where necessary.
Most of us know to go straight to the footer when we are looking for something we can’t find in the top menu so use it to help keep your top menu clean. If you have a large range of products / services use a menu that expands
Use a search bar and filter where relevant.
4. Use images and videos
Images and video can have a huge impact on whether someone takes that next step to reach out for a call, buy a course or buy your product.
For product businesses – mix high quality product shots, lifestyle imagery and video for maximum impact.
For service businesses – make sure you use graphics and images to showcase the tangible benefits of your offering. You also want to mix lifestyle imagery and client work with video if you want to share more about you or your service.
5. Show social proof
Social proof is evidence that other people have bought and enjoyed your products / services – so it matters ALOT.
Not only will it help build trust but when done well can also work to answer prospect concerns and objections.
So make sure you display customer testimonials / pull through google reviews / create a testimonial page and build out case studies where possible.
6. Make it easy to Book / Shop now
If customers are ready to buy now, you want to help them do so!
If you’re a product based business – make sure you have categories like ‘Shop New Arrivals’ and / or ‘Best Sellers’ early on in your homepage.
Likewise as a service business – make sure you deliver ample opportunity for them to book a call or buy as they arrive on your page and navigate through .
7. Cover off key information
Some customers will need more information than others before they make the decision to buy – so make sure additional information is always there for those looking for it.
Think about what your prospects want to know, will need to know, and any objections or concerns they might have – and do your best to cover them off.
You can do this with detailed text and images on product pages, long form sales pages for service businesses, a FAQ section, videos, reviews and more.
8. Make Lead generation a priority
You already have your audience on your site, so don’t let them go without first taking the opportunity to capture their email address!
Start with a CTA in your hello bar above the top menu – offering a discount, lead magnet or perhaps VIP access to something. Then mirror this with a bespoke section built into your home page as a prospect scrolls through. Wrap up with another CTA in your footer.
9. Design for mobile first
Let’s get real, most of us shop on our mobiles over desktop these days.
For this reason it is absolutely essential that you review your website design, navigation and functionality on your mobile phone as a priority.
10. Make sure your website load time is speedy. Lastly – don’t lose conversions to slow load times.
FACT – The faster your page load speeds – the higher your conversion rate. A one-second delay in page load time yields – 7% loss in conversions (source crazy egg).
So make sure you do your due diligence here – eg: images are compressed, plugins are up to date, redirects are at a minimum and you have the best hosting for your needs.