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Why Your Website May Not Be Converting (And What to Do About It)

Why Your Website May Not Be Converting (And What to Do About It)

One thing is for sure, you can have the greatest looking website in the world, but if it isn’t converting potential clients into lifelong customers, it isn’t going to do you any good. The whole goal of web content is to entice others to want to do business with you and only you. So, why isn’t yours doing that?

An All Too Common Website Conversion Issue

Perhaps one of the most common errors I see when reviewing websites for clients is that the website is all about them. Their qualifications. Their goals. What they want. What they need. What they are trying to do. What’s missing? Me.

While I certainly care that you’re qualified to provide the service or product that you offer, in the end, the one I really care about most is me. I want to know how you’re going to improve my life. I want to know what you can do for me. I could truly care less about you.

It may sound cold and heartless, but it is the truth. Think about it when you are on the web searching for a company or business. Do you really care about how great they are or what their mission is? Yes, these things may sway you one way or another but, ultimately, your major concern is what they are going to do for you.

In fact, go to a website right now, any one, and take a look at it. Quickly, what are some things that you are looking for that aren’t there? What is there that could compel you to want to do business with them?

Actually, there are probably a few different things that you will notice, things that you can make sure your website has to improve your conversion rates instead of just being a nice page to look at. Here are some of them that you may want to consider incorporating:

  • Giving away free advice. A lot of websites offer free e-books or other helpful content in an attempt to get their target market to reciprocate. It’s a case of “I will do for you and then you can do for me.” It is subtle, but it tends to work. Additionally, people are oftentimes more inclined to do business with a company that is willing to share a little bit of information without asking for payment for it as it makes you look more genuine and not just out to take their money.
  • Offering social proof. Even if you connect with your target market emotionally (which you should by highlighting their concerns, or the problems you intend to help them solve), you also want to justify them hiring you or purchasing your product or they may just talk themselves out of the sale. One way to do this is by providing testimonials. Letting them hear directly from your other clients, and it will assist them with making the decision to buy from you as well.
  • Establishing yourself as an expert. Why should your consumers buy from you? In other words, what qualifications do you have that could help them? Again, this is a slippery slope since you want to focus more on them, but some quick and easy facts to back up the fact that you’re an expert in your field can help when placed at just the right spot on the web page.
  • Being likeable. No one wants to do business with a cold, feeling-less entity that is free from having a personality. One of the three keys to marketing success is to get your clients to like you and this means creating a website that helps reveal your personality as a business owner, and not just the business itself.
  • Making a limited time offer. When your customer feels like they have to act right away to get a good deal, that is exactly what they’ll be more inclined to do. Limited time offers or “buy right now to save” deals force people to get off the fence and, if they’re good enough, they’ll come down on your side as opposed to the other.

There are a number of things you can do to increase the conversion rate on your website and these are just a few of them. Try one, or try them all. See which ones work best in your business and watch your profits soar!



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by Christina DeBusk // Freelance writer, author, and small business consultant committed to helping entrepreneurs achieve higher levels of success.

Opinions expressed by contributors are their own.