When a small business sits down with its web agency in NYC to discuss an SEO strategy, plenty of the conversation centers around the topic of traffic. Boost those keywords, improve the backlinks, add fresh and engaging content and your site will climb up the rankings and you’ll get more visitors. All this is true, and these are fundamental building blocks of search engine optimization. However, getting traffic to your website is not going to increase your business’s revenue.
If you run a physical shop, getting foot traffic through the door is great. It creates a buzz, and helps put your business on the map. But if people just browse the shelves and leave without buying anything, the shop will not last for long. Exactly the same applies with your website; once you are enjoying increased traffic, the next step is to convert as many of those visitors as possible from lookers into buyers.
Tell them what to do
Your potential clients are probably highly intelligent, sophisticated people, but here’s a little secret for you: Sometimes you have to treat them like they are small children. Calls to Action (CTAs) are the bridges that turn visitors into customers, and their importance cannot be overstated.
We will save an in-depth discussion of CTAs for another day, but the key points are to always ensure there is a key course of action prescribed for your visitor from every page. It doesn’t have to be as blatant as “click here to buy.” Here are some other potential CTAs your web agency in NYC might suggest:
- Find out more
- Check out this article
- Look at our free offers
- Send us an email
- Compare our prices
The point is that if you don’t provide a clear call to action that in some way shepherds visitors into or towards the sales funnel, they will simply hit the “back” button. Or to use the analogy from earlier, they will stroll out of your shop and see what the one next door has to offer.
Use dynamic content
Every web agency in New York will tell you that the success or failure of your digital marketing effort to improve conversions will hinge on creating great content. But effective content marketing in New York can be a very different thing to effective content marketing in San Francisco, or London, or New Delhi.
The concept of dynamic content is one that this NYC website design company strongly recommends, particularly if you have a geographically dispersed client base. Here’s how it works. The content that the visitor sees on your site changes on the basis of the visitor’s location. A perfect example of a site that uses this to great effect is TripAdvisor. Log on to their restaurants page, and the site automatically works out where you are and provides relevant information.
Dynamic content doesn’t only mean your content is more relevant, it also creates a better user experience for the visitor. Nothing is more off-putting and spammy-looking than a list of locations and keywords piled up at the foot of a page. Effective use of dynamic content renders this unnecessary.
Keep it slick, fast and mobile-friendly
The majority of your visitors will be visiting your site from a mobile phone. Keep that at the front of your mind in every conversation with your web agency in NYC, as ensuring content is mobile friendly is fundamental to boosting conversions. But what do we mean by mobile friendly? Again, this is a question that can lead us down the rabbit hole, but here are two fundamentals to keep in mind:
- The site needs to display properly on a mobile device. Specifically, check the drop downs, menus and most important of all, CTA buttons work properly.
- Loading time is immensely important. Visitors are accustomed to fast internet speeds these days, and have zero tolerance of anything less. It sounds harsh, but if the page hasn’t loaded in three seconds, they will give up on it, go elsewhere and never come back.
Ultimately, it all comes down to UX, (user experience). If you can visit your site from the detached perspective of a customer and identify what you like and what you don’t like about the overall experience, you’ve already taken an important first step toward improving conversions.