How to Make Any Page on Your Site Convert by Anna Bradshaw
The whole point of having a website is to grow your business. But too often, we focus so much on creating a pretty, branded site with beautiful photography and layouts. And we forget about optimizing our sites for conversion. Conversion simply means getting people to take action. Whether that action is signing up for your emails, inquiring about a project, or purchasing products.
Often we’ll think about conversion on our product pages, or our services page only – the pages closest to the point of sale.
The truth is, you can optimize every page on your site to encourage people to take action.
Here are three keys to making any page on your site convert:
1. Lead with Value
Every page should be written through the lens of client/customer value. It’s easy to get carried away talking about ourselves, our brand, our products… us, us, us. When really, the visitors are coming to our sites looking for how they can benefit.
Here are examples of how this plays out:
On your about page, instead of diving into your origin story (“in 1994, Alisha discovered textile design…”), start by reiterating the value you offer customers (“We’re here to deliver the quality bedding you love, with the quirky designs you crave”)
On your contact page, instead of putting a generic “Contact Us” headline, add a more personal headline that serves your customer “Get all your sizing, color, and order questions answered within 2 days.”
An About page doesn’t have to start with you – it can start with your customer.
2. Paint a Picture of the Outcome
In most industries, it’s not enough to talk about features and benefits. You’ve got to go a step further and paint a realistic picture of the outcome of doing business with you.
If you sell picnic baskets, your outcome might be a return to a slower life or more quality time with your kids.
If you sell interior design services, your outcome might be breathing a sigh of relief when a homeowner opens their front door every day after work.
The features of your picnic baskets are still important to share – logically organized pockets, easy-to-clean surfaces, and beautiful leather buckles.
The specific benefits of your design services might be collaborative mood boards and furnishing options at different price points.
But the outcomes are bigger than any of those features. And when you’re selling premium services and products, selling the outcome is what sets you apart.
This product description starts with the outcome – restful sleep – not the features.
This product page goes beyond basic benefits to a bigger picture outcome.
3. Include a Call to Action
It’s surprisingly easy to forget the fundamental key to conversion: your call to action. You need to tell people exactly what you want them to do, and make it easy for them to do so!
Each and every page on your site should have a call to action in at least one place.
If you’re generating leads and usually have a long sales cycle, then getting people to download a freebie might be the main CTA you use throughout your site. Once they’re on your email list, you’ll be able to continue following up, providing value, and nurturing them as leads.
If you’re selling clothing, your main CTA might be “SHOP NEW ARRIVALS”.
Make sure you have a clear, preferably a button, CTA on your:
- About Page
- Product Pages
- Services Page
- FAQ Page
- Shipping & Returns Page
If you write your site pages with these three keys in mind, you’ll be on your way to more conversions and happier customers!