Updated post from: https://www.crystalthought.co.uk/blog/2020/04/23/5-stage-plan-for-online-success

Improving your existing website should not just be about a new look. Your website has to generate leads and ultimately deliver sales in a competitive marketplace.

Increasing your conversion rate, whether that is gaining more enquiry forms filled in, more products ordered or more call backs requested, will grow sales.

We can help you to carry out any of the following 10 tasks that will improve your website conversion rate.

1. Content keywords

The content on your website has to convert readers into customers and help to rank your pages on search engines. Ultimately, your website has to perform well against your competitors and generate sales.

Our research will include:

  • Where your website currently ranks on search engines and for which keywords
  • What your best performing keywords are
  • What keywords your competitors are using and where they rank
  • Your calls to action and forms, are they converting?
  • Where visitors are leaving your website pages.

2. Design

Good design is about capturing the attention of your audience and guiding them to the most important messages on your website.

Using images, illustrations and infographics is a great way of getting your message across. We use these elements to provide immediate impact, maintain users’ interest and help them to navigate around the site.

UX and UI (user experience and user interface) are about knowing how to blend functionality with creativity. This will provide easy navigation and a design that is informative and interactive by using animation (motion) and video where relevant. UX also includes technical aspects of the page such as fast loading speed and SEO content.

Modern design is moving towards more white space and uncluttered pages to make it easier for the user to find your most important messages, links and calls to action.

With mobile accounting for around 50% of internet traffic and rising year on year, your website design must be fully responsive and intuitive to use on a mobile device.

You only have a few seconds to make a good impression and convince visitors they will find what they are looking for when they land on your website.

Infographic created for one of our clients:


3. Content marketing

An effective content marketing strategy costs 62% less than traditional marketing and generates 3 times as many leads.

To give your words maximum impact and help tell your story, your content should guide the design of your website and align with other content you are producing for different media channels.

Writing persuasive sales copy will influence conversion rates. Your content needs to:

  • Convert visitors
  • Represent your current brand values and latest information
  • Be original
  • Be well written with good grammar, checked for plagiarism and spell-checked
  • Include your best-performing keywords
  • Be regularly updated and added to.

Write for your audience first but keep keywords and SEO in mind at the same time for maximum impact and high search engine page ranking. Start writing your page with your most popular keywords in mind and use them in the headings and subtitles.

Tell your story more effectively by providing well-structured pages that will help users find the information they need and take action.

Test and try different versions of your headlines and content to find out what converts best.
Make your copy more persuasive and highlight the benefits to your visitors.

4. Website page structure

Using your keyword researched content, you should establish an effective page flow for your information by using:

  • Your most searched keywords in the header and subtitles to break the page up into manageable sections
  • Bullet points to quickly get your facts across to the reader
  • Hyperlinks that click through to more information on other pages to help users navigate the site
  • Calls to action on pages to encourage users to click through to find more information or complete an enquiry form.

5. Calls to action

CTAs work more effectively if you can offer the reader something of interest or value. If they sign up to your newsletter or fill in your enquiry form, offer a discount or an E-book that visitors will gain some value from.

CTAs should be bold to attract attention with careful use of colour and information to encourage the user to click through. Using the right colour for a button has been proven to increase the click-through rate. The general opinion is that Red conveys urgency, Green means go and Orange stands out, all encouraging users to find and click the button.


6. Reviews and testimonials

To build the trust of your web visitors, add as many reviews and testimonials from your existing clients as possible.

Maintain an ongoing strategy of obtaining these from new clients by asking them to post on Google reviews or send the reviews to you to add to the website. Always ask if they are happy to include their name and job title as this adds credibility to the review and the possibility of the prospect being able to follow up the review if required.


7. Case studies

Write a case study to back up your reviews by providing details about what you did and how you helped your client.

If relevant, you can include these alongside the review on the web page.

8. News or Blog

New content added to your website will keep your pages up to date for your customers and provide more information for search engines to improve the ranking of your pages (Search Engine Optimisation - SEO).

Another way to add new content is with blogs or news articles. Search marketing is an essential element of the continual improvement of your website page rankings. Regular posting of informative articles on your blog and reviewing and optimising your existing web page content is the most effective way to achieve this.

Without continuous work to improve and add content to your site, it will not be found on the web unless users already know your brand or you spend money on advertising.

9. Page speed and experience

Page speed is a major factor in page conversions. Visitors expect fast loading pages on mobile and desktop versions of your site. If they have to wait for large images to load or videos to start up, it will annoy them at best and at worst they will move on.

Page speed and page experience is also a ranking factor for Google, so slow pages or a negative quality score can affect your page ranking position in searches.

10. Google Analytics, Search Console and page speed insights

Performance can be checked regularly using Google’s free tools to find out how your pages are performing. Google Analytics will also analyse how long visitors are staying on your site and where they are jumping off.

We can split test versions of your pages to find out which version performs best and discover your visitor’s preferences.

Why Crystal Thought

We will provide the insight you need to ensure your site performs well for your visitors and optimises conversions.

Book a free website audit and marketing review. Get a frank and honest appraisal of your current website and marketing.