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Posted by: Brandon Moore

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It’s vital for companies to be accessible any way customers need to reach them, and that means having a site built for conversion. If you’re unsure how effective your site is at converting leads to prospects, these guidelines can help.

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Is It Informative and Compelling?

You want to engage with your audience. The best way to do so is with informative and compelling content. Quality is key to attracting visitors who feel you can solve their problems.

Eliminate typos and publish 100-percent unique content that’s readable, well-worded, and simple to understand. Inform and explain how the product benefits your audience with valuable, actionable information formatted as daily tips, advice, whitepapers, and more.

Is Social Media Available?

Social media platforms, such as LinkedIn, Instagram, and Google+ should be easily visible on your website. Use noticeable icons. Updating these platforms regularly spreads the word about your business. Discussion, comments, and likes increase brand visibility that drives the results you’re looking for. 

Take advantage of new trends in social media. Your target audience can learn more about you and share your material. Embed platform buttons that make it easy for readers to share your content, and ask visitors to follow your accounts.

Is the Content Original?

A site built for conversion established trust, authority, and credibility. Be creative and post a variety of content—videos, blogs, tutorials. A great website is filled with original material.

Show off your work through testimonials, reviews, and well-written case studies. Add fun visuals to attract your audience, and dedicate a page to your employees and brand for customers to find out who you are and what you do.

Is It Easy to Navigate?

A site that converts is easy to navigate, giving customers little trouble discovering what they need—answers to their questions.

Whether it’s the purchase page or a landing page, your webpages shouldn’t be overflowing with busy design elements. That’s more likely to confuse them.

Design your site with conversion in mind to highlight information in the best way possible. Appealing colours, fonts, and well-placed images are all helpful. A streamlined navigation bar, minimal pages, and a simple design viewable across devices can increase your website’s conversion power.

Is the Important Information “Above the Fold?”

Think of your website as though it were a newspaper. What will readers see as soon as they see the homepage? Before opening the paper, or in this case, prior to scrolling down the page, the important information should be at the top. The latest content, social media icons, links to contact information and CTAs should be at the top of your webpage.

The important content needs to be correctly placed. Whether customers are viewing your site from their desktops or their phones, elements that convert should be captured at the top to give customers easy access to priority information and help improve your chances of conversion.

Have You Tested Different Methods?

A/B testing is important for websites. What works for one doesn’t always work for another. Consider trying different versions until you hit the sweet spot. Play around with the call to action placement, offers, web copy, and overall layout.

From aesthetics to language, it’s hard to know exactly what visitors respond to unless there are different versions to try. A/B testing helps you decide the best conversion elements, so you can turn new leads into loyal customers.

Is It Easy to Buy?

The path to purchase should be clear. Whether it’s buying the product or performing the call to action, you need to ensure buyers can continue their journeys quickly and easily.

The checkout process should be a breeze, with few clicks and limited fields to fill out. Give the path a test run, if necessary, to find areas for improvement.

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7 Steps to Improving Your Website’s Conversion Rates