No matter what type of business you have, your website serves as your digital touch point. People come to your site to learn about what products or services your business offers. The goal of your company website should be to convert these prospective shoppers into paying customers. To help you do that, here are four hacks for building a site that sells:
- Find the right domain name. Before you buy a domain name for your landing or squeeze pages, take some time to think about what you want it to convey to your leads. Your domain should accurately reflect what customers can expect to find on your website.
- Create a landing page that works. Your landing page is a site that is specifically designed to lead a customer to take a specific action. The action can be anything from signing up for a mailing list to clicking a link that leads to another page. While landing pages are not part of your sales site, the goal is to create one that facilitates the conversion process. It is not uncommon for a successful online business to have as many as 30 or more landing pages to optimize their chances of finding leads and turning them into sales. When creating your landing pages, keep in mind that each one should be centered around a specific call to action. Think about what it is that you are trying to get your customer to do and then build the site accordingly. To increase chances of conversion, make sure the site is as simple as possible. You do not want links or navigation bars to distract your lead from the goal of the site.
- Develop a plan to test your landing pages. Once you have created your landing page with a compelling call to action, the next step is to test it. Testing the page is an important part of the process because it lets you see what is working and what is not. It also allows you to see the impact that minor changes have on your conversion rates. To test a page, use the A/B model. This means you take two landing pages at a time and make one small change on each. For example, one page might have a call to action in bold, colored letters while the other may have it underlined in a plain font. Once you identify which of these two sites is getting more conversions, you can modify the other site to include this feature. Be patient and remember that the testing and modifying of your landing pages is just as important as the products themselves.
- Create a unique customer experience. When customers visit your site, you need to convince them that you offer something they cannot get anywhere else. If your company specializes in a specific product, explain how your version is different from that of other retailers who sell the same or similar items. For service-based businesses, it is your job to convince your leads that your service is unique from any other. Tools like photos, charts, font variations and symbols can be used to help make this distinction.
Building a website for your business can be difficult. It can be even harder to convince leads why they want to do business with your company. Luckily, these four hacks can help you build a website that converts.