In life, if you don’t ask, you don’t get – and marketing is no different. This is an important lesson in not only life but business, too.
If you don’t ask for help then you can’t expect for people to understand that you need it.
The same goes for your website, how are users meant to know what you need if you don’t point them in the right direction?
Driving conversions is actually pretty easy when you put yourselves in the user’s shoes and step away from the flashy design elements. It’s less about the design and more about engagement and communication from you to your audience.
Internal Links
No one customer is the same as another which means their buying journey will be different too. Not every person who visits your landing page is ready to convert then and there, which is why one conversion path can’t be the right one for everyone.
A great way of driving conversions from users who perhaps have visited your site for information rather than your service is by using internal links within your content to pages you want to drive leads to such as downloads, whitepapers and contact pages.
In the above example we have written an article titled ‘Why You Should Write Content For Users First, And Google Second’ with tips on how users can write great content themselves, but in the ending statement we have suggested they let us do all the hard work for them as that is what we’re best at!
Main Call To Action
It’s amazing how many websites have no primary call to action on their landing pages. A plain page of text based content isn’t going to drive anything, let alone conversions.
Every page on your website should have a purpose, and if it doesn’t, you don’t need it. Blog pages have the purpose of providing information, whilst service landing pages have the purpose of promoting sign ups and sales.
Your main call to action should be the most obvious action the user can take on the page and should be one of the first things a user notices when they arrive on that page. The call to action will differ between pages unless you have several whitepapers or downloads split into different pages.
Secondary Call To Action Points
Like mentioned previously, each user is on a different conversion path and may not be ready to commit to the primary call to action. They may, however, be interested in a less primary conversion action.
For example, say our primary action was ‘Order Your FREE SEO Website Audit Now’, users may not want to sign up for the full proposal just yet so may be interested in a lesser conversion point such as ‘Download Your SEO Checklist’.
Secondary call to action points not only give the user another option if they aren’t interested in the primary call to action, but also gives them something else to do rather than leaving your website altogether!