Brand Strategies For Converting Viewers & Visitors
A visually stunning website, even if built to meet modern SEO and functionality standards, won’t achieve much unless the viewer is properly engaged. In order to convert a website visitor, your content must be created and designed to maximize this possibility. So, how do you convert a visitor to a lead and then a customer?
There are a number of ways to ensure high conversion rates. It’s not a single technique; everything must come together as part of an organic strategy. The following items are the foundation of a sound conversion strategy:
Use An Effective Call-to-Action
A call-to-action (CTA) is literally that — you are calling the viewer to an action. What that action is, then, should be something that can provide long-term benefits to both the viewer and you. Without that, you may lose the viewer’s attention (or worse, loyalty) or you may not get any tangible traction with the viewer as part of the conversion process. What you establish as the CTA is critical.
Depending on your conversion goals, there are different possibilities for your CTA:
- Downloadable Item: Infographic, ebook, or some other tangible media that enhances your branding
- Contact Form: Contact submission with user data, either to request more information or ask a specific question
- Social Media Follow: A follow/Like on some (or all) of your social media profiles
- Subscription: An email newsletter that regularly engages the subscriber with further CTAs
Remember, the viewer must be motivated to click on the CTA, so consider what value you can assign to them. Saying something like “Please fill out this form” is polite but it ultimately doesn’t provide value. However, saying something like “Subscribe to our newsletter for free monthly tips” demonstrates the value for the investment.
Viewers don’t have to land on your Home page, despite it being, in most cases, the most trafficked page on a site. Specific landing pages can help maximize conversion because they address the specific query that brought the viewer to the site in the first place. For example, if you have a pay-per-click ad, it may promote a particular service of yours. If the target page for that ad is simply the Home page, then the viewer will have to click through the menu or navigation to find more information — in those cases, you may lose the viewer before you even have a chance at a conversion. However, if you target a specific page that promotes that service, then the transition is seamless and you have maximized your chance at conversion.
Having a newsletter subscription is one of the most popular CTAs because a subscription translates into regular opportunities for conversion. Whether it’s monthly, quarterly, or weekly, an email newsletter can be an invaluable marketing resource. In fact, many studies show that email is still the most reliable form of marketing; social media platforms come and go with the trends but people use the same email address for years, even decades. There’s a good chance that you know people who have the same email address that they had in high school or college simply because of the contact/message archive.
What can you do with a newsletter? Almost anything as long as it includes CTAs that bring the viewer to your site. Because newsletters are flexible, you can augment the content each time while promoting your brand and delivering value to the viewer.
Other Conversion Factors
Conversion is an evolving science. Platforms continue to change with technology, from mobile devices to new social media channels. Other factors can help maximize your conversion chances, such as CTA placement and appropriate use of forms to smartly collect data. Learn more about these factors and you’ll get the most out of your branding avenues.