What is your website for, ultimately?

While a business website can and should perform several functions, such as establish brand identity and provide key information, the main purpose is nearly always to drive sales.

As we’re constantly driving home to clients, if your website isn’t configured correctly, it won’t be getting you the results it should and could.

So, beyond addressing fundamental aspects like SEO and domain security, we’ve put together five of the most effective strategies for optimising your website’s commercial impact and boosting conversion rates.

• Clear Call to Actions (CTAs)

One of the fundamental elements of a high-converting website is the presence of clear and compelling CTAs.

In short and simple language, they should direct your customers to whichever action you most want them to take, such as making a purchase, requesting a quote, downloading a resource, or signing up for e-marketing.

Throughout your site, you should be using action-oriented language and strategically placing CTAs on key pages such as the homepage, product/service pages, and blog posts. For every section of your website, you should be asking yourself: a) Where is the CTA here? And b) Is it clear and persuasive?

CTAs should also be relevant to the different features and sells of your product and your different customer profiles. For example, if you’re selling a tech product with use cases in different industry sectors, you should have CTA’s that address the specific pain points and requirements of each target industry.

• Optimised Landing Pages

Dedicated landing pages tailored to specific sales campaigns, offers or customer profiles are crucial for boosting conversions. As with CTAs, these pages should address the unique needs and pain points of your target audience while highlighting the value proposition of your products or services. They also come in handy for marketing purposes. Including links to relevant landing pages in your emails or social media posts reinforces product benefits and boosts sales.

• Streamlined Sales Process

Make it quick and easy for your customers to take action by shrinking things like steps to sale, minimising form fields and simplifying your checkout process. Consider implementing features like autofill for forms or introducing a guest checkout option.

• Thought Led Content

Deliver thought led and informative content that resonates with your audience and showcases your industry expertise (like this article!). Whether through blog posts, whitepapers, case studies, webinars, or how-to guides, offer valuable insights and solutions that address the challenges faced by your customers and industry peers. Establishing your brand as a credible resource not only fosters trust but also drives engagement and ultimately leads to higher conversion rates.

• Optimised for Mobile.

Test your site across various devices and screen sizes to deliver a seamless UX to visitors. Nearly 60% of all web traffic is accessed from a mobile phone. Make it easy for your customers to navigate around your website on a mobile device!

To optimise ALL your digital channels for better commercial results, drop us a line!

hello@enticable.net