Increase Website Conversions: Simple Site Edits for Manufacturers

by | Manufacturing, Marketing

How to Convert Website Traffic into Leads 

An eye-catching website is an essential component of any digital marketing strategy. However, having a good-looking website won’t necessarily convert web traffic into qualified leads. The best websites engage the audience, educate them, and demonstrate that your product or service is a viable solution to their challenges.

The challenge for marketing departments is knowing what site changes to implement because there are many variables that affect conversions. Short of conducting extensive split testing, in-house marketing teams must incrementally test different variables to see what performs best.

Set aside any preconceptions you have about what you think might work and what won’t. It’s amazing how much of our own perceptions influence our decision making. And remember that a website is always in development. You should always be testing and learning to better understand your audience and improve conversions.

Here are some of the most common website edits we implement to help clients improve conversions.

Define and clearly highlight your value proposition

Don’t bury this information! It should be front and center on your home page and any campaign landing pages. Knowing your target market, their paint points and how you solve them is of utmost importance. Do you understand the journey they take in order to solve these challenges? If you don’t immediately speak to your target markets’ needs, you’ve lost them.

Crafting these messages, both written and visual, is an art and science. You need to consider how the visitor is arriving at your site – via organic Google search, display ad or PPC ad – and how the verbiage on the page builds on the information they expect to find.

Here are some content/messaging best practices to consider:

  • Make the text scannable and use short paragraphs. Visitors will only read about 20% of your content.
  • Be concise. Be relevant. Use action verbs.
  • Omit unnecessary words and minimize jargon
  • Incorporate plenty of headlines. Be short and direct. Headlines should stand on their own and be understood out of context of the rest of the text.
  • Front load important information
  •  It’s OK to leave the visitor wanting more

Make Your Objective Clear

Just like with your value proposition, don’t bury this! Make it clear and obvious what you want your website visitors to do.

Is the first step in your buyer’s journey educational? Perhaps they should download an eBook or review product specs.

Is your product highly customizable for the unique needs of each client? Perhaps you might want to highlight case studies that demonstrate your ability to partner with customers and solve complex problems.

Remember this is step one of what could be a long and winding buyer’s journey! It’s your job to test and learn what’s going to move the lead through this journey efficiently.

The Three-Click Rule

Whenever we’re working on a website, we constantly ask this question: Are we getting the visitor to the information they want in three clicks or less?

If users can’t find what they are looking for quickly, they are likely to become frustrated and leave your website. This gets tricky for manufacturers with a robust set of products or services, or products that are complex in nature that might require the visitor to explore technical specifications.

Here are some items to keep in mind:

Navigation Bar: Make sure you have clear navigation at the top of the site. Visitors shouldn’t have to think too much about where they need to go; good navigation will lead them throughout the site naturally.

Site Search Tool: For websites that contain a lot of product data, consider an optimized search tool that will return relevant and accurate results.

Website Forms: Placement of lead capture forms is critical. You don’t want to turn customers off by immediately shoving a contact form in their face.

Buttons and Links: Use well labeled buttons, links and calls to action that tell users where they are and where they will be headed.

Build Trust With Reviews, Testimonials, or Case Studies

Testimonials play a valuable role in building trust and increasing sales. According to research from BrightLocal, 88% of customers trust online reviews as much as personal recommendations.

Case studies also play a role in shaping buyer perception by illustrating a company’s success. By explaining how a customer used a product to solve a problem, you can demonstrate what your brand delivers and represents. Your leads are more likely to convert if you can show that others have benefited from what you’re offering.

Full-Length Case Studies: For longer case studies, we like to use the S.O.A.R. format. This stands for Situation, Opportunity, Action Taken and Results Generated.

Mini Case Studies: Some projects don’t require a detailed case study, but we find that there is still a story worth telling. Use mini-case studies to highlight customer wins as well.

Add a Live Chat or a Chatbot

Big companies like Amazon or Zappos have trained us to expect instant gratification if not demand it. A recent study by Salesforce Research has shown that all buyers have the same expectations regardless of the purchase type. The study also indicated that 80% of business buyers expect real-time communications.

Don’t let this create unnecessary stress for your marketing and sales department. Chatbots can bridge the gap between getting questions answered immediately and speaking with a live human. Even a simple chatbot can capture contact information and reassure the website visitor that help is on the way.

Before you shoot down this idea, reasoning that chatbots are impersonal and don’t align with your brand, consider how this could accelerate your sales and marketing. Depending on how you build your chatbot, you have the potential to streamline lead qualification, lead nurturing and meeting scheduling. Aren’t these the same reasons we leverage other tools like email marketing?

Be available to your customers where and when they are looking for your services. Test a chatbot or a live chat feature and measure how it affects conversions.

Hopefully the tips above will help improve website conversions. Have more questions about your website content, design or user experience? Reach out to us directly.

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