What Does A High-Converting Website Look Like?
It’s a good question: What is the secret to getting visitors to opt-in to your list or just pick up the phone and call?
Well, there are a few things. Let’s take a look at them and find out how to build the website that will get the most visitors to opt-in or pick up that phone and call your office!
Site Construction: What Should Your Overall Site Look Like?
In general, there is a rule that can be applied to websites looking to garner conversions from local search return: The less fancy the website is, the more conversions you’ll get from it. Solid, functional sites will be far more effective for you. Keeping in that mentality, here is a general outline of what a sample website layout might look like:
– Home page
– Blog
– About Us / Services
– Contact Us (with map and phone)
And that’s it to start!
It might seem a bit underwhelming to you, and vastly smaller than the majority of the websites you’ve visited, and you’re right, Your website is lean and mean, built for one purpose and one purpose only—to get people who go to your website to call you or email you. Anything else is a waste; it’s nice that people come to visit your site, but that doesn’t mean anything if nobody calls or if you don’t capture someone’s phone or email for future follow-up.
Every page should also include a call to action.
A call to action is something to get visitors to opt-in to your list, call you or email you right away. For all service-based business websites I recommend, at a minimum, you include a banner or header that appears on every page; make sure your phone number and an opt-in box – a sign up for your newsletter or to provide an incentive for people to provide their phone number and email address in the top-right hand side or middle-right hand side. Studies show, and experience confirms, that people’s eyes gravitate toward the right side of a page — hint, look where Google puts their ads in their own search results.
This is, of course, just an example; you are free to modify this layout however you wish. Depending on your business, you may want to add a page about upcoming events you are hosting, or recent news and press about your business. Know, however, that this basic layout works extremely well, and always, always remember: the less fancy the page, the better the results!
WARNING:
Please do not confuse less-fancy with bad design. You still want your business and website to look professional and I advocate a clean simple design. In fact I strongly feel that having less ‘flashiness’ to a website often leads to better visual design as there is less clutter, and better visual design also helps with conversions. Your business may already have invested in working with a branding agency to help create a logo and a set of colors that represent your “brand” that you should incorporate into your website.
You are a valuable professional in your community and your services are not (and should not be) cheap – don’t make your website give potential clients the wrong impression.