Converting website visitors into sales is a struggle most small business owners face, and there are common issues that can help improve conversions.
I’ve heard from small business owners that their website is not converting visitors into sales.
There are some common issues that can prevent your website from converting visitors into sales, and content plays a huge role in this.
7 Tips for Converting Website Visitors Into Sales
Let me help your small business pinpoint any issues and show you how to create content that drives conversions.
1. Clarity and Value Proposition
- Problem: Most websites don’t communicate right away what your business offers and why your services are so valuable to them right away.
- Solution: Guide visitors to create a clear, compelling headline and subheadline on the homepage. Explains who you are, what you offer, and why a visitor should choose your business. The value proposition should be front and center and resonate with a person’s needs.
2. Too Much Information, Not Enough Focus
- Problem: Many small business websites overload visitors with way too much text and information. This leads to “analysis paralysis” – if there’s too much to process, visitors may leave without taking any action.
- Solution: Focus each web page on a single message. Always provide a clear call to action (CTA). For example, on your product page, highlight the benefits of your product and entice them to click the “Add to Cart” or “Buy Now” button without too many unrelated distractions.
3. Weak Calls-to-Action (CTAs)
- Problem: Does your website lack strong CTAs? Your visitors are unsure of what you want them to do next.
- Solution: Add prominent, action-oriented CTAs with button text like “Get Started” or “Book Your Free Consultation” or “Browse Our Bestsellers.” Use action text that is more inviting.
4. Lack of Trust Elements
- Problem: You need to assure your visitors that they’re making a safe choice. A lack of reviews and testimonials can discourage conversions.
- Solution: Add testimonials and reviews, or provide a link to your Google reviews. People tend to look at testimonial pages before hiring or buying.
5. Poor Mobile Experience
- Problem: If your website isn’t mobile-friendly and you’re still making them pinch and zoom, mobile users will be gone. They will abandon your website quickly, especially if the content is not responsive or your text is too small.
- Solution: Your website must be responsive. Since most of your visitors will be using their phone, your design has to be mobile-friendly with readable content and easy navigation on smaller screens. Making the mobile experience simple will make a big difference.
6. Slow Page Load Times
- Problem: Pages that load slowly frustrate visitors. Remember, not everyone has a fast connection, especially up here in northern Michigan. Visitors will leave without waiting for your page to load.
- Solution: Make sure all images are optimized, use compressed JPGs, and keep the scripts the add bloat to a minimum. A fast website keeps your visitors engaged – and more likely to convert.
7. Write Content About Benefits, Not Just Features
- Problem: It’s common for small business owners to focus on features rather than sharing how what they do will benefit the customer.
- Solution: Write product and service descriptions to highlight how the offering solves a problem or fulfills a need.
Start Converting Website Visitors Into Sales
By identifying these potential conversion obstacles, your small business can turn visitors into customers by making your website more intuitive, engaging, and relevant to the customer’s journey.
