Structuring your site for conversions


Being in the digital marketing and web design industry for over 10 years, we have spoken to thousands of businesses who feel they are not getting the most out of the internet. There are a number of factors that could prevent you from attracting new clients online. Over the coming months we are going to look at a few simple mistakes businesses make when trying to promote themselves, the first of which is your website structure.

Too many businesses believe that by simply handing over large sums of money and swathes of content to a web designer they are guaranteed a website that will revolutionise their business and guarantee them work from the internet. Unfortunately, that is not always the case. Below are some steps to consider when planning your website.

What do you want your business to achieve?

This sounds like a pretty stupid question, but think about it for a minute. What do you actually want your website to achieve? Is it a brochure to subtly promote your products and services? Maybe a point of reference for existing clients? Or an eCommerce site to aggressively push sales of your new product range? This question should be the first consideration you make before you start any new design.

What kind of audience are you looking to attract?

Who are your customer base? How would this specific demographic interact with a website? If your products and services target a broad range of people you may wish to consider keeping your site quite neutral and easy to negotiate so as to not alienate or over complicate your users.

How do you want your users to interact?

Another crucial factor to consider. I would suggest you look back to point 1. And look at the website goal and then think how to achieve this? For example, a website for a hotel is going to take people on a very different customer journey than that of a taxi firm. A hotel website visitor will look at differing factors prior to booking and more than likely comparison buy between 5-10 different hotels. A taxi user wants to get a reliable taxi firm to take them from A to B.

How to lay out your website to achieve goals?

Factoring in the above points you should consider how to set your website out in order to achieve a specific conversion, be it a phone call, app download or email enquiry. Using a builder as an example; They may consider opening with a paragraph taking about their industry experience and service skills. Follow this with a gallery showing previous work. Back this up with some reviews and testimonials from happy customers. Then maybe some logos of industry specific accreditations. By doing all of the above prior to asking for the user to contact them, the builder has built up rapport with the user through the industry experience and gallery. Then trust through the accreditations and testimonials. All of this helps to improve the likelihood of the click turning into a customer.

Monitor and track

Like anything, your website, despite what you may think and even after following the above, will not be perfect. You need to set up tracking codes and monitor how users interact with different pages on your site. Look at page bounce rates and establish which forms and click to call facilities work better than others. By spending a little bit of time looking at this you can quickly highlight any problem pages and help improve your conversions.

Written by Ian Murray
Ian is both Google & Bing certified. With his 10 years experience in the field, he heads up the marketing department at Web & Roll. On a personal level Ian is a big football fan and loves any excuse to take a client for 18 holes of golf!