Your website can serve a variety of purposes—from education to marketing to sales—and it can feel daunting to balance it all. Fortunately, there is a simple and powerful way to guide your website visitors down a path toward conversion.
Creating a conversion page is a great opportunity to educate your visitors and set expectations for the next steps when working with you. You can also tie in additional types of marketing campaigns, such as downloadable guides or event sign-ups, to further encourage conversion.
Here are a five tips to consider during the process of creating your conversion page.
1) Introduce Your Process
It’s important that your website visitors know exactly what you are asking of them and how they can take the next step with you. Make it clear what they can expect when working with you so you’re on the same page from the very beginning.
First, determine what your website’s primary call to action (CTA) is, whether that be making a purchase, giving you a call, or submitting a contact form. Add buttons throughout your website highlighting your primary CTA to guide visitors down the path toward your conversion page. Then, on your conversion page, outline the process that leads up to working with you. Your visitors will better understand your flow and learn how simple it is to engage with you.
One of the primary conversion goals for SCA Claim Services is to encourage users to become a new franchise owner. On the “Opportunities with SCA” page of their website, the four-step process toward franchise ownership is introduced. Visitors can click through each of the four steps to learn more. This simple, interactive section shows people what to expect and how straightforward it is to become a franchise owner.
No matter how simple or obvious you think your process is, it’s worth sharing with your visitors step by step. Be sure to keep the process to 3 to 4 steps so it’s approachable and won’t scare off potential clients. Even if there are additional behind-the-scenes steps, going beyond four will cause visitors to think the process is too complex.
2) Back Up Your Benefits and Experience with Proof
You have a lot of experience, but it can be hard to share it while staying humble. Social proof is a great way to reiterate your experience and support your reputation. Including testimonials, customer names, partner logos, or statistics makes it clear that what you offer is legitimate and valuable.
On their “Free Custom Quote” page, Velocity Merchant Services includes a panel that shares how many customers they assist, how long they have been in business, and what people receive when they partner with VMS. By offering a mix of social proof and company values, Velocity Merchant Systems clearly highlights what sets them apart from their competitors.
When determining which type of social proof to feature, make sure you take into consideration who your audience is and what is important to them.
For B2C companies, using customer testimonials is a great social proof choice as “72% of users say positive reviews and testimonials make them trust a business more,” according to BigCommerce.
For B2B companies, it may be more beneficial to share specific partner or customer logos to build credibility on your conversion page, especially if you have worked with large, well-known companies. Sharing statistics can also be a great option for B2B web design if your customers are more technical or results-driven.
Once you determine the best type of social proof to capture your specific audience’s attention, be sure to feature it boldly on your conversion page.
3) Include an FAQ section
Since people tend to quickly scan websites, they may be missing important information about your company or solutions. Bringing an FAQ section onto your conversion page allows you to consolidate the most important questions in an easily-navigable section.
Palabe Wealth includes a simple accordion-style section with its three most commonly asked questions. Formatting the FAQs in an accordion reduces content overload on the page by allowing visitors to view answers to the questions they have, rather than trying to search a large block of text for what they’re looking for.
FAQs are a great feature for those who prefer to scan websites since it provides a summary of the most important questions someone may have for you. If you have a lot of FAQs, it’s best to feature the top 4 to 5 on your conversion page and redirect people with a button or hyperlink to a page that features the rest.
4) Offer a clear and obvious way to contact you
No matter how great your product or service is, people will not take action unless you specifically ask them to. There should not be any confusion on what action you want people to take and how they can take it. Your call to action can range from a form fill to a phone call or consultation. Regardless of the type of action you are requesting, make sure you have a section on your conversion page that clearly displays it.
On FundCount’s “Request a Demo” page, a bold form fill is embedded directly on the page to make it incredibly easy for website visitors to take action. The form is also only six fields, which helps streamline the filling process (more than six fields might take too much time to fill out). The additional checklist to the right of the form briefly reminds the user how FundCount can help them.
Form fills are not the only type of CTA that can be featured on your conversion page. If your preference is to have people schedule a meeting, you can embed a calendar, such as Calendly or OnceHub, directly onto the page. If you want people to make a purchase, reiterate the benefit of your product or service on the page and add a bold “buy now” button.
5) Incorporate other Marketing Campaigns
In addition to your primary CTA, you likely have marketing campaigns that provide people with alternate ways to connect with you. These valuable pieces of marketing should be shared on your website in a way that complements your main CTA. Whether you have a downloadable guide to access, an event or webinar to sign up for, a newsletter to share, or social media accounts to follow, your conversion page is a great place to feature your latest or most popular marketing campaign.
Riverbend Wealth Management features a retirement checklist that people can download in exchange for their contact information. By encouraging people to download the checklist, Riverbend Wealth Management drives more traffic to their marketing campaign and provides their customers with something valuable. This exchange establishes a relationship and sense of trust between the visitor and the company, which can further drive people toward taking action.
Your additional marketing efforts offer a great way for people to stay connected with you, whether they are ready to take action or not. Those who love what you offer will complete your primary CTA and sign up for a newsletter or event. Others may not feel ready, and they can be targeted in your email marketing campaigns which will keep your business top-of-mind and encourage conversion in the future.
Key Takeaways
A conversion page allows you to clearly establish a process for your services and provide potential customers with a clear roadmap on the next steps. These specialized web pages can be very powerful in terms of guiding visitors on a path toward conversion. They also help you tie in other types of marketing campaigns.
Your conversion page should give people an idea of what to expect when they buy from or work with you, and should then clearly call people to action. Integrate your primary call to action and marketing pieces directly into your website, and pair them with custom design elements to strongly highlight what you are asking visitors to do. A clean and concise conversion page will reduce hesitation, establish trust, and encourage people to take action.
Photo by Mikael Blomkvist at Pexels