Jeremy Durant
Jeremy Durant 10 April 2018

5 Simple Changes to Improve Website Conversions

Things aren’t always what they seem with a website. You can design a beautiful, polished website and convert very few visitors. If you are looking to convert more prospects into leads, you need to be extremely intentional and holistic in your approach to web design. Here are 5 simple changes that can be made to improve lead conversions on a website.

Whether you are looking to boost the existing number of conversions on your website or simply start converting the traffic to your website, there are 5 simple changes you can make to your B2B website. 

Change Your CTAs Visibility

Before you say, “Everyone knows that,” hear me out. Research and traditional logic for business websites is that the company’s phone number and contact form button should be in the upper right corner of the website. However, we’ve found that doesn’t always lead to effectively converting website visitors.

Try improving or changing the visibility of the Calls-to-Action (CTA) on your website by:

  • Making the CTA a contrasting color – While consistent branding is essential to create a professional, credible first impression, it’s important that the desired action (or CTA you’d like the website visitor to perform) is clearly differentiated from the background and other visuals.
  • Move the CTA – If the CTA is in the upper right corner, don’t hesitate to move it elsewhere on the top of the website, especially if the visitor's eye is immediately drawn to a different part of the website. For example, if you find using heat maps that visitors are drawn to the main image or video on the top of a website, put the CTA on or near that visual.
  • Make it sticky – A “sticky” CTA will stay in the same place no matter how far down a website visitor scrolls down a web page. We’ve found that sticky CTAs work great either at the top of the page or on the side of the screen (right or left depending on your website’s heat map). A sticky CTA enables a website visitor to conveniently convert without having to scroll back to the top or bottom.

Add Content for Various Buying Stages

Particularly for companies in the B2B space, there are various stages buyers go through before committing to becoming a client. One of the top ways to increase conversions is to provide content for every stage that buyer goes through. Put yourself in your buyer’s shoes and create content for every objection, concern, or question they may have along the way, including the stage before they know who your brand is.

Create content specifically for these phases:

  • Discovery – This is a research phase where a prospect is starting to look around for help to determine what types of products or services are out there. At this point, you want to provide ungated content that will help the prospect determine what they are looking for so they can evaluate competitors in your space on a level playing field. This starts to establish your brand as a partner or resource.
  • Consideration – At this phase, prospects are getting a better idea of what they do and don’t want. This content can be gated or ungated, depending on the level of information you are providing. Typically, you are providing metrics or before-and-afters to demonstrate value and results.
  • Decision – During this phase, the prospect needs information to make their final decision. This content is typically gated since it’s highly sought after and the prospect is ready to move forward and take sales calls or see demos. In addition to offering demonstrations or consultations, you can improve conversions by providing data and materials that the prospect can use to convince internal stakeholders.

The content you are creating should always meet an emotional need for the end user. In some cases, it will help them do their job better (like a how-to blog) and in other cases, it will demonstrate to their superiors the information they need to get buy-in (like guides, statistics, or case studies).

Be Client-Centric in Your Messaging

If your CTAs are all well placed and your content is on-point, it’s time to look at the overall messaging on your site. Think about the phrase, “It’s not you, it’s me.” Does your website discuss all the things that make your company’s products and services wonderful but ignores why the end user is interested? Don’t say, “Our products or services do this.” Show it. Use your website copy to demonstrate the value of your products or services. Answer the prospect’s question, “What do I get out of this?”

Remove Visual Noise

Yes, “visual noise” is a thing. Sometimes it’s called clutter, but we prefer visual noise because even “uncluttered” or “clean designs” can have visual noise. If you don’t have an A/B testing platform (Google Optimize is a great tool for testing), you can enlist the help of people NOT familiar with your website. Have them navigate your website with certain intentions, like getting in touch with your company. Ask them what they found helpful and distracting on the website.

While motion, animation, videos, and imagery are critical components to telling a story on a website, they can be distracting if not implemented properly. Always be sure the visuals you are incorporating into your design are intentional and serve a purpose. If they don’t have a purpose, lose them.

Add Third-Party Validation

It’s a fact that people want to buy from companies that they trust. So, why should a prospect trust your B2B brand or company if they don’t know you? Third-party validation pieces are a great way to build credibility and trust in your brand, which will lead to more website conversions.

Third-party validation includes (but is not limited to):

  • Client Reviews
  • Articles published on industry websites
  • Client Interviews
  • Industry Association Memberships
  • Showcasing Existing Client Relationships
  • Credentials (if relevant in your industry)
  • Awards
  • Speaking Engagements

Determine what third-party validation will matter most to your target audience. Do you have an ISO certification that your manufacturing clients will value? Do you have an upcoming speaking engagement at a respected industry conference? Do you have great 5-star reviews for your software offerings? Choose the validation that matters most to your audience and feature it prominently in your web designs.

Make Every Visit Matter

It’s pointless to send a ton of website traffic to your company’s site if no one is converting. By following these simple steps, you can make some easy-to-implement improvements that will encourage more website visitors to turn into website leads.

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