Before I crack on with the main event, I want to talk what I mean by “converting” and “conversion” – I don’t simply mean it in the “making the dollar-dollar bills”-sense (although that sure is important), but turning visitors from just, well, lurkers, into people who are actually engaging with you, your site and your content. This can be anything from subscribing to receive your freebie or email, booking a free call, reading related content, buying your products or services (although, I don’t recommend this on your home page for reasons I’ll go into later). Anything that converts the reader into Engaged Community Member 2.0.
So I’ll let you in on a secret; planning how to get your pages converting better is actually REALLY SIMPLE. The hard stuff is 1. Breaking up with parts of your site that you THINK help (but don’t) and 2. Implementing the changes, especially if you need more in-depth technical know-how.
(Those aren’t part of my two-step formula, in case you were wondering…)
Firstly, if I’m on your site and I cannot tell what the fuck it is that you actually DO, I’m going to just head on out and catch you on the flipside (and find some other website that will help me instead).
Now, assuming you’ve nailed the “what I do and who I do it for” part of the equation (and if you don’t, then stop reading and click that link), NOW you want to make the site convert. These are the two very simple steps you need to figure out how to get people doing what you want people to do.
My two-step, page-converting formula
- For every page (yep, EVERY page), GET HYPER-MEGA-UBER CLEAR on the action or actions you want people to take, up to a maximum of three. The fewer actions, the better and clearer for the person visiting your site. For example, say on your home page you want people to sign up to download your free recipe planner, and/or book in a free consultation call. Sure, start with your homepage first of all, I’m not trying to stress you out. Having one page optimised for visitors, especially the one they’re most likely to land on, is one big step towards converting nirvana (totally a thing…) Just understand that the actions you want people to take on one page aren’t necessarily the same as the actions you want people to follow on other, inner pages or blog posts.
- Get rid of everything on that page which does not help people to a) understand the “who-you-are-what-you-do-who-you-serve” part of your brand and b) complete these actions. Really, I’m talking Konmari the SHIT out of that page. This also might mean a huge reshuffle, especially if you say you want people to sign up, but your sign up form appears right at the bottom of the page. Move that shit up, yo! Everything needs to be going on in the top third of your screen (desktop-wise). For mobiles, you need to make sure that the content looks clutter-free, is easily readable and that any actions that AREN’T mobile friendly are simply removed. Yep, get rid of anything that looks and/or plain DOES NOT WORK ON MOBILES. TEST IT. FOR THE LOVE OF GOD, DO THIS. The use of smartphones isn’t going away, but visitors WILL if you present them with shit they cannot do on a mobile. End rant…
I’m talking Konmari the SHIT out of that page. This also might mean a huge reshuffle, especially if you say you want people to sign up, but your sign up form appears right at the bottom of the page. Move that shit up, yo!
And that, lovely reader, is the simple two-step process to creating a high converting page.
Now, over to you; Look at your homepage. What 1 – 3 actions are you going to focus on to increase how your visitors engage with your site? let me know in the comments below.