When someone lands on your website, what should they do? We all have an action in mind that would be the best case scenario for each and every visitor to take. Pages that lead nowhere after you read and process its information are not doing you any favors. You know best what a person should see and read before being ready to book you, or maybe subscribe to your newsletter. Shouldn’t we tell someone where to go next when they visit a page?
I have good news for you if you’re thinking, “Does that take forever to implement? I don’t even know where to start!” It can take as little as 3 simple (and quick!) steps to make your website work for you and convert those site visitors into people that care about your business.
Every site should have a goal. You didn’t invest all this time and money into a website that just looks pretty but doesn’t make you money. Branding is just a bunch of files until you create an interactive experience for people to immerse themselves in your brand story and messaging. So, the question is how do you make money in your business?
If you’re service based, you’ll probably want visitors to see your work, a bit about who you are, and how you can help solve their problem that brought them to your website in the first place! Or shop owners and bloggers will want viewers to view content and products they’d be interested in buying. And we all want more subscribers on our list!
What would be a successful outcome for every visitor to do on your website? Think about what will bring in the most money and interest in who you are and what you provide. Up to 3 at the most is ideal, since you don’t want to confuse someone landing on your site where they should go.
Next, you’ll want to think through your pages and how you’d want someone to navigate through them. Think of your website like a physical space, like a studio or shop. Your homepage acts as the first impression a visitor will have of your business, so ideally they’d start there.
Create a quick sitemap, starting with your homepage and think, what do they need to see next to create interest in your business? This will depend on your industry and your goals you outlined in step one, but thinking through a consistent path you want every visitor to take helps you focus on the most important pages on your site.
In the case of a photographer, your work and services are extremely personal to your clients. Your path would need to build connection, showcase your work so they know what they can expect from working with you, and then your services so they understand the options available to book you so they can have beautiful images, too. This is all before they would inquire!
First, let’s guide them to your about page, with a short bio with a button saying, “Find out more!” that will lead them to your story, personality, and testimonials from past clients to create trust. Link to your gallery page (or services if they are on the same page) and showcase your best work and entice them with your style. Next, you want them to view your prices, details, and packages available. Once they know what will work best for them or they’d love more information, link to your contact page!
You’ve demonstrated your expertise, your unique approach, and your work, all in a few pages. Adding clear buttons to lead to the next page calls attention to them and people will be more likely to click them to continue searching your website. Your conversion rate will start to improve since inquiries, customers, and subscribers will be better informed. This also creates a pool of stronger candidates to fulfill those types of ideal clients you’d love to work with!
These 3 steps can make such a huge difference in your business and make your website more enjoyable for your visitors. Have any specific questions on how to best optimize your website? Let me know in the comments!
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