Every digital decision that you make should improve either traffic or conversions. Your digital presence aims to improve brand awareness, generate customers and boost sales, if your actions don’t encourage any of this then there is little point in continuing. Your website should offer a unique customer experience, help visitors to quickly navigate to where they want to be and guide them through the checkout process. Advertising and SEO should improve brand awareness and generate more traffic to your site or business. Both traffic and conversions are crucial to your success so wouldn’t it be good if there were some actions that improve them both? Fortunately, there are!
Client testimonials are invaluable to a business. You can boast as much as you want about how great your product is, how much your service benefits businesses or how amazing your customer service is, but with no evidence or proof to back-up these claims you are wasting your time. A verified client testimonial can improve trust in your brand and, in turn, increases conversions.
Don’t be tempted to create fake testimonials; they’re pretty easy to spot. Instead, take the time to speak with valued clients and get an honest review. Add a photo of the source, their name, job title and company logo. One credible testimonial is worth far more than a made-up one or none at all. If possible, the testimonial should include a key word or phrase this can help to drive traffic to a particular page on your site. Content-rich pages tend to perform better in search rankings too, don’t be afraid to include more than one testimonial.
It goes without saying (but we’ll say it anyway!) if a customer can’t navigate your site then they will not make a purchase. Your business is competing in a crowded marketplace, so you need to make it as easy as possible for your visitor to locate the product or service they are looking for. Be specific, instead of writing “products” or “services” then name the product category or types of services, this will help your visitors to find things fast and can improve your SEO standing.
Visitors will look for your navigational menu almost immediately if your navigation is simple, clear and easy to use it will be more engaging, and a customer is more likely to remain on your site. View your website as a visitor; this will give you a better idea of how your site performs and where you need to improve.
Website footers are a forgotten part of web design, often an afterthought or overlooked completely but they can have an impact on both conversions and traffic. Summarise your business in a couple of sentences and use the same keywords from your homepage. Include links to the top five pages or products to provide quick navigation between popular pages. A footer appears on every page of your website which means it is the best place to add a call to action. A simple action like “contact” or “subscribe” can be successful in a footer as that is where the customer will naturally look for this information. Use a colour that stands out from the rest of your colour scheme and don’t just write “Sign-Up for our Newsletter” entice the customer to provide their email address. Find out more about How To: Improve Email Subscriptions.
Internal links are simple, affordable and beneficial, what more could you ask for? It is very difficult to get an outside source of relatively high authority to link to a page on your website, but if your content is relevant and useful, then readers will expect at least one link. The chances are you will have a few pages that relate to each other and share similar key phrases, linking between these pages will help to build your own credibility and provide more value for your customers. For example, recommending similar products based on their basket or purchases.
At Bitlab, it is difficult to drive traffic and conversions all the time. SEO ranking algorithms are constantly changing, effective website design features become outdated within the space of a few months, and your competition may have a more attractive website. With a little help from our expert team, your website can generate more traffic and convert more customers. To find out how we can help you, contact us on 0330 041 4564, use our contact form or email email@example.com.