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Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Improving your website conversion rate allows you to generate more sales from your existing website traffic.

Cluttered navigation is often one of the biggest culprits for low conversion rates and high bounce rates. The goal of a website should be to make it as easy as possible for a user to find their way around and find out more about your company.

Building a sitemap diagram through something like Lucidchart will help you plan the pages of your website and give you an insight into the user journey of your website, you can plan your navigation around that.

If you're a service business, the likelihood is that your conversions will be in the form of new customer enquiries either by telephone or through contact forms. Making sure contact information is prominent and easy to access wherever the user is on your website will boost conversions drastically.

Depending on how your customers usually get in touch with you, we'd recommend putting either your phone number, or a button to contact you in the top right of your header area.

3. Benefit-oriented above-the-fold content

Your above-the-fold content is the first impression that you'll give to new website visitors. Make sure your headlines are succinct and clearly tell the user what you do and the benefits they can expect from working with you.

 what you actually do (e.g. we're a web design agency based in Nottingham)

 the benefits of your service, i.e. what the user 'gets' (e.g. we help you get found by new customers online)

There's a school of thought that suggests an efficient and highly converting web page should offer only one method for the user to convert. In practice, this would mean that you focus on one specific type of conversion such as a phone call.

Our experience is that different users have different personalities and whilst some are happy to call, some will also find that daunting and would prefer to email an enquiry.

All of our experience has led us to believe that the most effective thing to do is offer both types of conversion method to satisfy all personality types.

5. Feature accreditations or client logos

When a user finds their way to your website, they often find you through a channel such as search or social media, where they don't know anything about you and, therefore, don't have any embedded trust in your company.

Accreditations are a great way to build trust with new website visitors as they show you've been vetted by an industry body. The same can be said about client logos, they show that other companies have trusted you.

Your website copy should be geared towards the user and should communicate what you can do for them, why that helps them and the benefits of choosing your company.

Make sure your copy is concise and doesn't simply bang on about why you're the best in the world.

Testimonials or review widgets are another great way to build trust with new visitors. They advertise that customers have had a good experience of dealing with you and can highlight some of the reasons they chose to use your company.

Wattbike

the human-led tech-enabled ecommerce agency

How to improve your website conversion rate