Generating traffic for your local business website is one part of the equation. What matters more is successfully converting that traffic into leads and sales. Only then will you be able to make a real difference to your business revenue.
Boosting your local business website conversion will require focused attention on strategies that can effectively bump up your conversion rate. And no, you don’t need to be an analytics genius or use complicated tech tools to achieve your local business website conversion goals. There are several easily implementable website conversion strategies that you can start with to drive business profits from your local traffic.
In this article, we will cover eight pro tips that will help boost your local business website conversion rate.
- Optimize your Local Business Website Navigation and StructureOne of the first steps in boosting your local business website conversion rate is to create a well-defined website structure that supports easy navigation for visitors.
If your website is cluttered and poorly organized, your user experience will suffer. Not to mention, search crawlers won’t be able to effective index critical information and pages on your site.
So ensure your local business website structure is clean and simple, and that it delivers a great user experience (UX).
- A/B Test your Website ContentA/B testing your local business website content can help you evaluate which aspects or sections of your website content can help boost conversions and which sections of your site content need rework or should be removed.
So what exactly is A/B testing?
Simply put, the A/B test compares two different versions of the same type of content so you can gauge which version performs better. So you will need to make two different copies of your site content and track the performance results of both copies.
You can check different aspects of your content including the headline, CTAs, and images or visual content.There are several online resources available that you can use for A/B testing such as Google Optimize, VWO, and AB Tasty among others.
- Optimize your Landing PageAn important aspect of optimizing your site navigation and structure includes optimizing your landing page. Your landing page is where visitors land first when they visit your local business website. So you should ensure this page is attractive and can capture visitor attention.
Remember you get just one chance (in most cases) to make an impression. So unless your landing page can deliver on user expectations, visitors will not have a reason to stick around.
Design your landing page for success by including a copy that focuses on converting site traffic to leads. Your landing page content should be engaging, and easy to navigate and understand, and it should clearly point out why your products and services are an ideal fit to address the needs of potential customers.
- Switch your Static Lead Forms with Interactive Content Lead forms can help drive traffic to your desired sales funnel. But static lead forms are boring and often fail to capture visitor attention. So what do you do?
Well, consider replacing static lead forms with interactive content that includes appealing visuals, attractive designs, and content that can engage and collect leads for conversion.
3 Pro tips for optimizing your lead forms for boosting website conversions;
- Place your lead forms for easy and quick access – ideally somewhere at the top of the page.
- Use headlines that encourage an action such as “sign up for free” or “buy now!” to hasten visitor action.
- Optimize your lead forms to extract the most important information – don’t burden visitors with unnecessary questions.
- Use Interactive CTAsContinuing from the above point on using interactive content in your lead forms think of how you can optimize your CTA copy to encourage positive user actions. Compared to static CTAs, interactive CTAs can not only boost your click-through rates, but they can help drive conversions for your local business website.So just like you do for your lead forms, think of using interactive content for your CTAs to boost conversions.
For example – if you operate a disaster restoration business, then you could use different types of CTAs on your landing page. These could include a “water damage cleanup calculator” or “Find out what it costs” CTA with a list of the different restoration services you offer. This way your site visitors can click on the service they want and find out what it could cost them.
- Page Load Speed How quickly does your website load?
Page load speed matters because users want to access sites that load quickly and easily. And they expect this for all types of screens. Websites that load slowly deliver a negative UX. Not only will this impact your conversion rate, but remember, Google frowns upon any factor that negatively impacts UX.
A website that loads a little slowly might not necessarily be penalized – but if your site takes forever to load, you will be in trouble. Remember, Google is known to favor sites that load faster compared to websites that load slowly.
There are several online tools that you can use to check your website page load such as Google PageSpeed Insights.
- Build Brand Trust Social proof is a major deciding factor when it comes to trusting brands. Your site visitors want social proof, customer testimonials, and reviews about your business. They want to know about the brand experiences of other customers.
So be sure to display customer testimonials, reviews, and social proof on your local business website. This can help build brand trust among visitors and encourage conversions.
- Responsive DesignA significant percentage of web traffic comes from mobile devices. So unless your site is mobile optimized, you will miss out on all those opportunities for boosting your site conversion.
Mobile matters because your customers use different device types to access your website. So make sure access to your local business website over different device types and screens is easy.
Another reason for adopting a responsive design for your local business website is that search engines such as Google expect websites to be mobile-optimized for improved UX.
The best case scenario for any local business website is to generate website traffic that converts.
You can use the eight pro tips mentioned in this article to boost your local business website conversion rate to drive your business bottom line.
In addition, employing these website conversion strategies can help you identify new opportunities for business expansion in local markets.