What’s the first thing that comes to mind when someone asks, “How can I increase my website’s revenue?”
Usually, the first thing we hear is, “Increase website traffic.” Now, that’s not inherently wrong. The more website visitors we have, the higher the likelihood of us converting some of those visitors. However, we have to ensure that this traffic is qualified traffic by the time they’re hitting our pages. Qualified traffic means these website visitors are already deeper into the decision making process and sales funnel and they’ll be more likely to actually convert.
In order to increase your website’s revenue, and subsequently its ROI, you must convert that qualified traffic. But how do we get our qualified traffic to convert?
1. Keep the End Goal in Mind
Always remember to keep your end goal in mind. Do you want users to sign up for your newsletter, request a callback, or fill out a form? Before crafting your Call-to-Actions (CTAs), writing copy, or laying out your landing pages, make sure everyone agrees on the end goal of the website.
For an ecommerce business, the end goal is pretty simple – buy products. However, for lead generation websites there are multiple avenues to take.
If you want your users to sign up for your newsletter subscription, include banners, buttons, and hyperlinks throughout your website prompting them to “Sign Up Here”. If you want visitors to sign up for free consultations, those same CTAs would state, “Click Here For a Free Consultation”!
2. Make Converting Easy
If converting isn’t made simple, if users don’t understand the next logical path they should take, they’re not going to reach your end goal.
Consider the entire journey that users will be going on before you push your lead generation website or landing pages live. It’s important to keep in mind that customers may still be exploring possibilities, gathering information and simply considering their options. They may not make a final decision for weeks. But, when they do, you’ll want to make sure that your website is the one they’re converting on.
Make it easy for your users to understand what path they’re supposed to take, the next desired action, and how to take it.
3. Craft Clear Call-to-Actions
Make sure your CTAs are clear, eye-catching, and simple. If the goal is to have people fill out a form, make it large on the page, and explicitly detail exactly what the user’s next action should be. The key to a successful CTA strategy is consistently delivering the same messaging throughout your website and your sales copy.
For example, if you want users to download a form, create converting CTA copy and buttons with contrast. It’s the small things that will add up to a better converting website. Ensure that you have forms on every page for easy access! Keep forms simple, without asking users for too much information.
These tips will entice people to part with their personal information, pushing them down the funnel towards a conversion.
4. Have a Clear Value Proposition
A value proposition is your own innovation, feature, or service that makes your company more attractive to people. It’s a clear statement that will explain how your products or services improve your customer’s lives, deliver a specific benefit and tell the customer why they should buy from you – and not your competition.
If you have a clear value proposition, people will read more about your product and keep journeying down the sales funnel. Your value proposition should consist of:
- What end benefit you’re offering. This should be a short, attention-grabbing sentence mentioning your services.
- A specific explanation of what you’re doing or offering, whom it’s for, and why it’s useful. Usually conveyed within 2-3 sentences.
- Use three bullet points to list the key benefits and features.
- Visuals will convey your words much faster. Show your products or use a video to outline your services to enforce the above written messages.
When you ask visitors to take actions on your website, you’re offering them something of perceived value. This can be in the form of the aforementioned free consultation or newsletter signup. However, just because you understand the complete value of what you’re offering (and your marketing message may appropriately convey that value) it’s still all based on perception.
Try adding a 20% off incentive to a particular product or service to increase the perceived value of your offer. Or, add “Click Here for a Free Consultation ($167 value)” People will be much more likely to convert this way!
5. Keep it Simple & Compelling
Whitespace is your friend.
You don’t need to jam-pack your lead generation website with an incredible amount of copy. There should be a good balance between images and copy – and that negative space you allow yourself will give your CTAs some breathing room.
If you have too much content or images on one page, it’ll only become a distraction to your users and lower your conversion rates. That’s not what we’re after now, is it?
Using powerful action verbs such as “have”, “feel”, and “get” are compelling words, simply through their active tone. I usually tell people to get rid of anything wishy-washy and stick straight to the point.
Be authoritative, but not standoffish. Make sure users know exactly what to do next and why they should be taking that action.
Good luck! Let us know what works for you in the comments below!