Websites 101: How can you use your website to convert leads?

So your marketing efforts are working, and you’ve cleared the first hurdle: your customer has arrived at your website!

In an earlier article[link to customer journey article], we covered the basics of your customer journey. This includes things like ensuring your website is functioning as it should, keeping your bounce rate low, and keeping navigation simple.

In this article, we’re going to assume you’ve already covered these bases, and you’re ready to start converting those leads.

There are three major factors that can mean the difference between a sale and an abandoned shopping cart. 

  • Credibility. Your social media messaging might be slick, but an unprofessional website design can dismantle those efforts in a second. Customers will expect to see the same colours, themes, and style that they’re used to from previous touchpoints with your brand. We’re reassured by recognisability and familiarity. If it’s totally different or off-brand (e.g. varying fonts, lower quality images), you’ll throw them off, making them feel unsure about purchasing. 

Whether consciously or not, we’re always looking for markers of trustworthiness with websites. Because we’re so used to looking at them, missing markers of credible businesses (like phone numbers and business addresses) are noticeable. Make sure you include some way of contacting you in the real world. A privacy policy is also important for informing visitors of what you’re doing with their data.

  • Create immersive product experiences. The world wide web has replaced many things, but sensorial experience is not one of them. You can’t hold a pair of trainers in your hand and smell the leather online. You can’t feel the weight of a watch or the softness of a jumper. 

Website designers have to come up with creative ways to generate excitement and emotional buy-in. One of these is with heavy use of imagery and video. High quality, close-up photographic shots can help us to experience the detail of a product, whether it’s finish, stitching, texture, or shine. 

Augmented reality technology enables ‘virtual try-on’ experiences, where your customer can picture themselves with your product.  

Lastly, carefully consider the tone of voice of your website copy. What is your brand personality? How can you bring it out on the page? Think about what kind of language your target customers use, and how you can speak to them authentically and engagingly. Your website should speak to them as if it were a salesperson in-store.

  • ABC: Always Be Closing. This one’s more to do with classic sales techniques than website design. But the ultimate goal of your website is to sell. And your website design can help you execute this. 

ABC stands for Always Be Closing. Presumably, your marketing efforts are what have driven your customer to your website. Don’t stop selling now! Everything from your landing page copy to your product page to the final checkout stop should be reminding your customer why they should buy. Your copy needs to be concise yet compelling. See here for a few sales writing methods and models to keep your buyer committed. 

Although anyone can learn to build a website in WordPress or Squarespace, a professional eye is often needed to set your brand apart from the seas of DIY sites. Furthermore, although it’s relatively simple to learn, it’s also extremely time consuming.

For a helping hand in building an on-brand, polished looking website, speak to us at Slice of Pie.

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