5 Ways to Increase Website Conversion Rates & Business Leads

So you have a business website, but is it helping you accomplish your business goals? Just setting it and forgetting it is not a good strategy for long-term success. Your website has the potential to become your most valuable employee. Using the tips we outline below, you can transform your website into a 24-hour marketing and sales machine.

Before we dive into the “how” let’s talk a little bit about the “what”. What is a website’s conversion rate and why should you want to increase it? The conversion rate is the percentage of users who take a specific action. This matters for two main reasons. First, it lets you know whether your pages are working and second it tells you more about your prospects and what they want or don’t want.

Not all leads are created equal. Having a prospect land on your site is great, but what makes them a business lead? Business leads are those who engage with your site and can be nurtured toward potential business.

Ok, now that we know what our target is, let’s get into the 5 ways to increase website conversion rates and business leads.

1. Understanding Your Buyer Persona

A buyer persona is a semi-fictional description of your “ideal customer”. Development of your buyer persona is essential for any business looking to increase website conversion rates and business leads.  When developing your persona, remember, it’s all about the details. The deeper you go, the better picture you will be able to create and the more tailored your marketing efforts will be. These details are priceless when it comes to creating a great website that speaks directly to your customers.

Create your own buyer persons using our free template. Download your copy here.

2. Create an Engaging Design

The design of your site plays a significant role in the conversion of leads. It’s more than just looking great, it’s about functioning great as well. One of the biggest mistakes many businesses make is trying to do too much. When it comes to your site, use negative space, also known as white space, to help let your conversion elements stand out.

Related: The Importance of Website Design in Converting SEO Leads

3. SEO: The Basics Are a Must

Search Engine Optimization, or SEO, has really become more popular in the past 2 years or so. As someone who has been doing SEO for nearly 10 years, I’ve seen a lot of changes. One thing remains true. Do the basics. Make sure you are targeting long-tail keywords. Add those keywords to your titles, descriptions, images, and content. Finally, understand that SEO is a long-term strategy. Don’t fall victim to those “Get Rankings Fast” schemes, it will only hurt you in the end.

Build a better SEO foundation with our free checklist. Get yours here.

4. The Power of Lead Nurturing

When It comes to increasing website conversion rates and business leads, the nurturing process is essential. The nurturing process begins before anyone ever reaches your site. That’s why it is so important to have a good SEO and social media strategy to ensure that you are meeting your leads where they are and encouraging them to connect with you. Once they find you and visit your website, use CTAs and landing pages to guide them in their journey. Finally, use email to continue the conversation and set up initial one-on-one meetings.

5. Use Your Analytics to Make Informed Decisions

Analytics and tracking are powerful metrics that many website owners don’t use enough.  This data gives you great insight into how your site is working and what areas need to be improved upon. Use this data before you make changes to your website so you know why you are doing what you are doing. When done correctly, you can improve your site for maximum results. 

To increase website conversion rates and business leads, patience is a virtue. Each industry and buyer persona is different, so a one size fits all solution will never do justice. These are just a few great tips to get you started. Remember, when it comes to marketing, you’re never finished.