Regardless of whether your company is an online business or a brick & mortar local shop, having a website that converts is a key piece of your successful business plan.

In step 1 of this 4 part series, we discussed how to build out a website users would actually enjoy visiting. In step 2, let’s discuss how to put that website to work converting visitors into leads and buyers.

Step 2 - Create Your Website Goals & Drive Visitors Towards Them 

Every company creates their website with different goals in mind, and it is important that you know these goals in order to drive conversions. You may want to increase awareness of your brand, drive sales on a multi-product ecommerce platform, or get people to sign up for a webinar or one-on-one phone call to close a high-ticket sale. Ask yourself “What does success look like for your company’s website? “

Here are a few basic examples of what a conversion might look like for you:

• Visitors provide their email addresses to sign up for a webinar
• Visitors provide their email addresses to download a free guide or eBook
• Visitors sign up for your monthly newsletter
• Visitors sign up for a free trial of your product
• Visitors make a purchase for an introductory product
• Visitors schedule a call or in person meeting

If you aren’t sure what type of conversion you really need to drive your business to success, you will need to take some time to determine this before moving forward. Once you know what your goals are, you can take action and start driving your website visitors to complete the right actions to achieve your goals.

Promote A Product Or Service That Is Interesting And Can Attract A Potential Client 

One of the best ways to turn a visitor into a buyer is to foster an ongoing relationship with them. This can be done in a variety of ways, and the most popular is through using email campaigns. To do this, you first need to collect the email addresses on your visitors. It’s important in this phase to note that you don’t want the email address for every person that visits your website. You only want those who are likely to have an interest in what you sell.

The best way to ensure that you are collecting the RIGHT email addresses is to entice your visitors with a special offer. Create an offer (also called a lead magnet) that your ideal customer simply cannot resist, and then give it away for free in return for their name and email address.

Create Enticing Call To Action 

A “Call To Action”, or CTA, is a specific phrase that directly asks your visitors to perform an action. A good CTA will provoke an immediate response from your target audience and move them through to the next phase in your process.

Show The Right Call To Action To The Right People 

This is something that many websites are still missing, and it is the biggest opportunity available for increasing your conversions. We all know that not every visitor on your website is the same. So why should they receive the same offers and CTAs?

This concept is known as segmenting your audience, and involves putting separate offers in front of different groups of people depending on their interests. If you can show a visitor an offer for something that is very specific to their needs vs. an offer that only vaguely aligns to their interests, you will be more likely to convert that visitor into a buyer.

Final Words

Now that you know how to drive your website visitors to the right CTAs and determine the right conversions for your needs, you’re ready for the next step is making sure those visitors can actually find you. In step 3, we will discuss how to get more visitors to your website using Search Engine Optimization.

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