Chauncey: Welcome back to The Being Found Show. In marketing, everybody talks about how the internet came in and it changed everything, and everything’s been uprooted. What we are going to talk about today is conversion points, starting with the question of how can you increase conversion points on your website?
Now I know conversion seems like a fancy word for those of you not in marketing, but conversion points are simple, people have come to your website, they see the information that they want, and now, can they convert from looking to buying? Can they become your new client?
Think about past marketing on the radio. Have you noticed the radio starts saying the phone number four times now? It first started saying the phone number once, then it’s on twice-
Now I hear it go four times sometimes. It’s all, “555-5555, 55555 …” And I’m just all, “Oh my God …” You know? But I get it, we’re in a short attention span world. And they have to get it up there more, and they have to drive it in harder. But still, the rule is there. You have a radio ad, and how are they gonna convert from a radio ad? They’re gonna convert in one of two ways.
They’re going to convert by contacting you via the information that you gave them on the radio ad, and they have to remember that, or they’re gonna go to the internet and search it up based off of the branding or keywords that you dropped in your ad.
Marketing really hasn’t changed in this regard. You got a door hanger, what’s the biggest thing on your door hanger? The phone number, you want them to call you, or whatever your message is on your door hanger. Most of the time your door hanger has a big phone number on it.
Look at your website right now and look at your main conversion point. Standard ones would be your phone number in the top right corner. Now I know people go, “Well what if it’s in the left, what if it’s in the middle?” Well maybe that’s good for you, but the standard of where people are used to looking, the heat maps have taught us and analytics have taught us that people are used to seeing it in the top right.
There are industries and ideas out there, especially educational websites, where maybe learning takes over standards, where you want people to learn and involve, and be interactive, and so on and so forth. But when it comes to a service or a product, we’re not really there to reinvent the wheel. We’re there more in an ergonomic capacity. We’re there to make it better, make it easier, and make it fast because that’s what people want.
People don’t want to go to your plumbing website and have some immersive interactive experience about pipes. They just don’t. And if they do, they’ll want to find that. But most of your traffic is really gonna want a phone number or some way to contact you, or something like that.
So if you look at your website and you look at your conversion points on your website, you’re gonna probably notice some really big holes. You’re going to notice some heavily templated stuff. A lot of the time at the end of the content people will put in what’s called a call to action, CTA. And it’ll be standard, from every page. They’ve basically copied and pasted it in there, and we, as web developers, we all fall victim to that because bottom line is, when somebody pays you a specific amount of money, you’re trying to come within budget, so you need to work within the constraints of the budget in order to provide the client what they needed and what they asked for. But ideally, I think each page would have it’s own well-thought-out call to action that applies to that service or that product on that page, and really helps people to understand what clicking that button will get you.
Jake: Yeah. Give them every opportunity to do the thing you want them to do.
Chauncey: Yeah. And this whole “Nobody cares what you think” I definitely get from Joe. This is where the show really started out. The show started out with me as Joe’s sidekick, and Joe, it’s funny, I’ve heard Joe in some really high caliber meetings with multi-million dollar large businesses, and he’ll just take their marketing officer and just slap him down and be all like, “Nobody cares what you think.” And that’s really a great point, nobody cares what you think. It really comes back to our last segment about the content. You’re not marketing to you.
Chauncey: Especially if you’re the owner of a multi-million dollar corporation and you need your carpets cleaned, you’re probably calling somebody else, you’re calling your assistant to go get your carpets cleaned. You’re not even doing it. So it’s like, get out of the way of the purchase.
So conversion points on your website, there are a couple of them. People, you want to be able to communicate with them in the way that they want to communicate. Some are a little bit easier, some are a little bit harder. But of course, the two standards are a phone call and a contact form. We’re now moving into the realm of a text message and a chat. But these are conversion points, they are ways for people to get in touch with you.
Let’s say you got your web page and it’s got 500 words, and I start skimming that content, and I’m all, “Okay. This was written by an English-speaking person …” and I know that might sound shady to half of you and totally dead-on to the other half of you, but the bottom line is, well-written English on a website is going to show your audience that you care. Now, grammatical errors are always gonna be out there, it just happens. But you want people to realize that you are a real guy, not a turn-and-burn situation. So it can be difficult when you’re ordering content from other countries.
Chauncey: I don’t know how to say this nicely. Am I saying this nicely enough?
Jake: It’s clear that you can order content from out-of-country sources, and that’s fine. But you are gonna be getting ESL type of content, and it’s gonna have to be gone through.
Chauncey: Right, absolutely and it’s typically easy to spot. It’s gonna hurt your search, because Google’s gonna say, “Well these guys don’t know how to …” I jokingly say, when I’ve heard people make fun of other people’s accents and stuff like that, my joke is always, “Well I’m an American, I barely speak one language.”
I know. But really, this is going to create what is called the trust factor. It creates a trust factor with Google, it creates a trust factor with your clientele, because they go there and not only do they see you as somebody who understands where they’re coming from but hopefully they see you as somebody who knows a little bit more about what they need. The worst thing in the world would be somebody to come to your service website and feel like they know more than what you just presented to them. They’re not gonna hire you.
Chauncey: So your conversion points start with a clear, concise messaging about what you can do for them. Ideally, there’s a bit of information in there where anybody who came to your site can walk away and feel like they learned something like they can be a little bit impressed by you. But don’t take that too far. Nobody’s there to learn to do it … They’re not trying to get their bachelor’s in it, they’re trying to get the service.
We just need to show them that we’re an expert, but a little bit. So most people aren’t gonna read all 500, 700 pages … I mean 700 words on your page. They just need the help. They need the thing, they need to know that who they’re talking to is the header, conversion in the sidebar, and conversion in the footer. Anywhere they are along the way on the page, there’s something for them to gravitate to when they’re ready to make that purchase.
A Few Basics For Your Business Website
- Make sure your phone number is prominent and where your customers expect to find it
- Have a “contact us” form
- Make sure you have well-written content on your site
Chauncey: That is what increased conversion points on your website really means. This show is really to help people who are just getting started, but it’s also to remind people who are already going. If you have a company handling your website, you can go to them and say, “Hey, I looked at my website, and this stuff ain’t there. Why isn’t it there?”
Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #66 or subscribe to our Podcast.