I love Google Analytics. I love it even more when I log in and see a pretty little graph like this:
Just look at that growth. Visitors are doubling. The growth rate is through the roof. My business must be successful, right?
Well, not necessarily.
Just because your website is growing in visitors, doesn’t mean your business is growing in customers.
In order to be successful, revenue goals must be met and dollars must be made, and the only way you are going to do that is if you convert your website visitors into customers. Here are 7 simple ways to do just that!
1. Optimize Your Website For Mobile
If you don’t know this one already, go ahead and crawl out of the hole you’ve been living in. And after you take a nice long shower, do yourself a favor and read up on mobile-friendly websites.
If your site doesn’t work on mobile, you will not convert a single customer, even if you follow the rest of these suggestions (if that’s even possible). That’s all I’ll say about that.
2. Create An Engaging User Experience
So your site is mobile friendly. Great. You aren’t losing any customers there. But you still have to engage your visitors. Without giving your visitors a chance to act, or leading them through your website in an intuitive and interesting way, they will leave and forget that your business even exists.
You can engage your visitors by providing helpful links, clear calls to action (not too many though — 2 or 3 on a page is plenty), or a simple contact form where users can request more information.
3. Make It Easy For Visitors To Get In Touch
One of the most frustrating experiences a potential customer can have on a website is not being able to contact someone at the company. Imagine you are on a website and are ready to buy; you just need that last question answered to seal the deal. So you search for a contact form, and nothing. No phone number or email in sight. Live chat? Is that a joke?
It’s infuriating, and really rather saddening because you’re basically sitting there screaming, “HEY, TAKE MY MONEY,” but no one can hear you. So you and your money go somewhere else.
All because you couldn’t get in touch.
4. Make It Clear What You Actually Do
About as equally annoying is not knowing or understanding what a company does. A key component of the buyer’s journey is education. Traditionally, if customers wanted to know more about your company, they would ask.
That’s not the case anymore. Buyer’s habits have changed, so you need to change the way you sale to them. And if you want some proof, check out these stats:
- 93% of B2B buying processes begin with an online search [Pinpoint Market Research and Anderson Jones PR]
- 82% of consumers who purchased viewed at least 5 pieces of content from the winning company [Forrester]
- 68% of consumers feel increased positivity about a brand after consuming content from it [iMedia Connection]
Nowadays, buyers educate themselves. So don’t keep this essential information from them. Communicate what you do as soon as someone lands on your homepage. Here at Engenius, it’s the very first thing we say.
5. Provide Visitors A Way To Receive Regular Communication From You
This is one that a lot of businesses get wrong. They don’t give users a way to sign up to recieve content that is relevant to their pain points. This content, which is directly tailored to helping solve the customer’s problem, fuels the buyer’s journey.
Use a service like HubSpot or MailChimp to create a mailing list and a signup form that you can embed on your website or blog. Do it, and do it well.
However, if you aren’t going to consistently send emails to your users, you might as well leave it off your website altogether.
6. Use Real Photography With Real People
If you can help it, do not use stock photography. Sure, you have to spend some extra money on a photographer, but when it comes down to it, between having photos of your people vs. having photos of not-your people, which one do you think will win?
I think you know the answer.
Remember, people do business with people, not companies (yes, even B2B).
And if you absolutely must use stock, make sure you use good stock.
7. Give Them Something To Smile About
This is the most critical point, which is why I saved it for the end. At the end of the day, none of these things really matter if you aren’t creating satisfaction. This starts as soon as someone starts loading your webpage in their browser (so make sure it’s quick).
And when does it stop? It doesn’t. Even after you convert your visitors into customers, you need to focus on delighting them into promoters.
Make it a personalized experience.
Thank them.
Smile. 
They might just smile back.
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