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Toronto-based boutique agency specializing in web design and development, identity and print design.
Mar 4

Converting Website Visitors into Customers

There is a lot of discussion in the web world surrounding Search Engine Optimization (SEO). SEO is the process of improving ranking on search engines like Google and Yahoo which in turn drives traffic to your website. But driving a visitor to your website is only half the battle. You still have the challenge of converting a website visitor into a customer or client. This post will touch upon some suggestions for enabling you to better engage with your visitors with conversion being the ultimate goal.

Of course having a great website is the obvious first step. You have only seconds to capture the attention of a website visitor. If your website is not well designed and professional, it will not convey confidence in your product or service offering and you will lose your visitors (and potential customers).

Implementing the below on your homepage will help to engage your visitors (especially those with little time). Engagement is the key to generating the necessary interaction required for converting a website visitor into a customer or client.

  • Add a simple contact form. Often visitors will be surfing your website outside of normal business hours or they may not have a great deal of time and simply want to send a quick question. Adding a simple contact form better facilitates that all-important first contact between you and a potential customer or client.
  • Add a bulleted list of differentiators. What separates you from your competition? A simple list of the benefits of working with you will enable your visitors to get an immediate sense of what you have to offer them.
  • Add a list of your services, products or concentrations. Highlighting your offering in an easy to digest format allows your visitor to quickly access the information of most importance to them.
  • Add a Flash piece outlining you key selling points, highlighting a few products or showcasing your portfolio. Our eyes are naturally drawn to motion and adding an attractive Flash piece with pertinent content encourages your visitor to stay a little longer on your homepage. Plus, it’s a great way to use a small bit of homepage real estate more effectively.

Conversion can often be a lengthy relationship-building process that requires numerous touch points and interactions. As visitors learn more about your business and its offerings, they will become more likely to convert.

Below are some strategies for better engaging with your visitors. Though some of the below may not apply to all types of businesses, many can be universally implemented.

  • Email Newsletter. Providing relevant and useful content via email is a great way to connect with your customers on a monthly, bimonthly or random basis. Read Tips for Developing Effective Email Newsletter Content.
  • Blog. Writing posts which highlight industry news, articles and other information shows that you are involved in your industry. The right content can reinforce the fact that you are an expert in your industry.
  • Twitter. Twitter is a micro-blog used to send and read other users’ updates (known as tweets), which are text-based posts of up to 140 characters in length. Read Greg Wilson’s Twitter. Greg is the Associate Creative Director at Mouth Media.
  • Case Studies / Portfolio. Highlighting past project experience gives potential customers insight into how your work including your process and your successes with others.

How can you measure conversion? Your website statistics/analytics help you to evaluate your conversion efforts in a way that other forms of offline marketing cannot.  How deep into your website are visitors going? How long are they staying? Are they reading your Blog? If people keep coming back to your website, you are most likely deepening the relationship you have with prospects and continuing to position your business as one of their preferred choices.