The best property website builders for the UK in 2021
July 15, 2021
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One of the main objectives for your website is to gain sales and enquiries. This could be through a variety of actions such as telephone calls, emails, instant messaging and online bookings. With that in mind, it’s good to look at how you can tweak your website from time to time to optimise the routes into these key areas and ensure you are getting the maximum return from your website.
With your homepage being the first page many of your visitors will see when visitors your website, it’s a good idea to look at improving this first. You may think that showing lots of products and services on your homepage will offer the highest conversions and sales but it is usually agreed that a more focused and clear approach to calls to action will work best. This approach works as you aren’t giving the user too many options and you can actually guide them to the exact product or service you want to promote.
Think about what the main action is you want your user to perform when they visit your website. If it is to give you a call, make sure your telephone number is easy to find and prominent. Put it in the header for example high up the page. If you want the user to book a table for your restaurant, have a button easy accessible at all times that opens the booking calendar. If your online store is most important, make sure you have a ‘Shop Now’ call to action as one of the first things they see when they visit the site. Guide the user as much as you can to your chosen action.
Navigation especially on large websites can become messy and confusing. Take some time to click through to particular sections of your website as though you were the user and decide if you could make it faster and easier to get to the end goal. Perhaps there are too many high level category pages and you could remove some of these. Or maybe you can change the name of the pages so they are more obvious to the user. Make things as simple as possible. You ideally shouldn’t be more than a couple of clicks to any one page on your website. Two to three levels deep is usually sufficient for the majority of websites. Take special care not to go beyond that. Take advantage of filters on ecommerce websites instead of too many categories for example.
Take advantage of the forms on your website by optimising them to convert. If you are asking your user to sign up for your newsletter for example, it’s often a good idea to tie this into giving away something free in return. This could be a trial to your software, a free PDF or even to enter them into a competition. Provide value to the user and they are more likely to give away their details in return. To make things easier, you can also set up your forms to post directly to a mailing list you have on third-party websites such as MailChimp or Campaign Monitor.
Your website should be geared towards convincing your users to choose you and building trust is a great way to do this. You can build trust using testimonials which are great to show previous happy clients and customers who you have provided a good service to. Having a profile image next to each testimonial also helps if possible. You could also pull through the ratings and reviews from sites such as TrustPilot and TripAdvisor but be careful as it only takes one negative review to show on your site and this could leave a bad impression on potential users.
It’s great to shout about successful projects. Showing potential customers that you have experience providing what they need will give them the confidence to work with you. Creating case studies is great as it allows you to tell the user a little about the project, what services you provided and also the end result. Use plenty of imagery where possible and if you can, video will go even further to providing a glimpse of what they can expect.
Revisit your content and decide whether there is a need to create a bespoke landing page to target specific customers. A landing page is a great way to attract more potential customers to your website and services. You can create a new landing page with content that targets specific sections of your customer base, allowing you to speak directly to them. It will give you the opportunity to gear your copy, imagery and call to action specifically to them.
Live chat is a great way to allow your customer to easily reach out to you and ask a question. Usually it is prominent at the lower edge of the screen and you can set it up with a virtual bot to answer any easy questions the user might have first before contacting you for a more in-depth chat. It’s a great way to drive user engagement and sales through your website. You can also make the user enter their email address first, allowing you to collect it and add it to your mailing list for later.