As a service-based business owner, your website is designed for conversions. Nothing more, nothing less. But if you study the majority of business websites, you’ll find that they’re actually poorly optimized for conversions.
Let’s make your website an exception to that rule.
6 Tips for a Higher-Converting Website
Building a high-converting website is a science. It requires just the right inputs and a commitment to constant tweaks in order to generate results. Let’s take a look at several of these inputs and tweaks you can make to your own site to generate better results.
1. Simplify the Design
You might think you’re impressing visitors with a complex website that has lots of technical components and unique features, but you’re actually overwhelming people. Every visual or functional element you include on your website should play a direct role in aiding conversions. Otherwise, it’s merely a distraction or deterrent from your underlying goals.
Simplifying design looks like using a cleaner color palette and more white space. This white space gives your website room to breathe and allows the focal points of each page – i.e. the conversion elements – to appear more pronounced.
The Everlane website is a great example. Notice how their web design team uses lots of negative space in the background to ensure the conversion buttons and images pop off the screen.
2. Use Fewer Pages
In addition to simplifying the design of each page, we highly recommend reducing the number of pages on your website. In other words, go with a leaner website with just one or two pages.
While ecommerce businesses and content-based sites often have hundreds or thousands of pages, most service businesses can get away with just a couple of pages. (After all, the goal isn’t to make a bunch of sales directly on the website. The objective is to drive people to place a call or schedule an appointment.)
The Midcon Exteriors website is a good example. Notice how almost all of their content is on a single page.
3. Reduce the Number of Form Fields
If you have opt-in forms on your website (and you should), minimizing the amount of information you ask for is a must. Research shows that reducing the number of form fields to four or fewer can increase your conversions by as much as 160 percent.
If you’re willing to go down from four to three, you’ll get another 50 percent boost. (Some websites even go with a single field – asking for a visitor’s email address – in the hopes of enticing people to opt-in.)
4. Use a Compelling Headline
Your homepage should be direct and focused. We highly recommend including a compelling headline at the top of your page (above the fold). Ideally, this headline should be a unique sales proposition (USP) for your company and the service you sell. In other words, it’s a one-sentence statement that sets you apart from the competition and is designed to get people to take action.
5. Use Consistent CTAs
It’s tempting to want to include as many different calls to action as possible on your website, but be careful in casting too wide of a net. You should pick just one or two calls-to-action (CTAs) and use them consistently throughout your website.
You can certainly play around with the wording, design, and placement of CTAs on your site, but they should all be compelling visitors to perform the same action. For example, if your goal is to get visitors to schedule a free initial consultation, everything on the website should be designed to do just that. This helps create a consistent website experience that minimizes confusion.
6. Implement Exit-Intent Popups
Exit-intent popups exist for a reason. They disrupt a user’s flow and make them think twice about clicking away from your website. These simple tools recognize when a visitor is about to leave your website and present a simple on-screen pop-up that typically includes a compelling offer (like a discount, free PDF report, or enticing CTA).
Give Your Website a Boost
The differences between high-converting websites and average websites are often quite slim. It comes down to simplifying the design/layout and strategically optimizing elements so they intersect and influence visitors at just the right points.
Let this article serve as an encouragement to begin making small, meaningful changes to your own site.