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 Edmundo Daco Jr. & Jessica Barrera
 
A company website is the best way for a small business to have an online presence that’ll attract new and returning customers. The livelihood of many SMB’s rely on how well a website is laid out to their target consumers. But the process to get website conversions isn’t as easy as you think it might be. From the moment visitors reach your website to when they click the “Subscribe” or “Buy Now” button, there are many important elements that’ll help build trust to eventually lead them to make the decision your organization aims for. You, your web developers and marketing team should make use of these website best practices to get the most conversions.

1. Be Consistent with Company Branding

In essence, website branding is the practice of choosing a design, theme, logo, font, colorways, writing style, and the message that will identify your company, as well as its products and services to the online community. Branding is very important in websites because it represents what you are as a business, which builds trust and loyalty in consumers.

Being consistent with this branding throughout your website will create a good impression to visitors. They will associate all your chosen branding aspects to quality and value, making them more interested in anything you have to offer. That’s why, even before you start building your website, you must have already thought of your company branding. Having a company style guide will make branding your website loads easier.

Make sure to also include your branding in your product descriptions, emails, and videos. This is by far one of the most important website best practices that you should follow since consumer trust is crucial for business sales.

2. Don’t Overcrowd the Webpages

Though it’s important to maximize the use of each webpage, remember that it only takes seconds for web visitors to decide whether or not it’s worth staying on your site. You have to effectively deliver your message at a glance, and it will not happen by overwhelming the readers with an overcrowded webpage. If too many elements are placed very close together, you can be sure that visitors will leave right away.

Include only the essential elements and keep them at a minimum. Avoid including too many visual inputs that will distract visitors from the page’s main objective. Instead, give your readers some breathing room by including more white space (also called negative space) between elements. It will help them focus on your message, get their interests, and pay attention to that call to action (CTA) button.

3. Have a Clear Call To Action

Speaking of CTA, what is your company website’s goal? What is the purpose of your website? What do you want your visitors to do on it? Having a clear CTA is the final step to turn a visitor into a lead or a potential customer.

A CTA is a button that will make or break a potential sale and long-term customer. You have to make a clear CTA so that website visitors know exactly what they will get. It’s one of the website best practices that is crucial to website conversion. If you’re running an e-commerce site, then use the words like “Order” or “Buy.” Do you own a membership website? Then include “Subscribe” or “Join Today.”

Make sure your CTAs are engaging to arouse interest and emotion. Phrases like “Buy Your Dream Car” and “Get Healthier Skin” are classic examples. However, to make these CTAs even more effective, you also need to create a sense of urgency. Including words like “now” and “today” will do the trick. Combining these types of words with the previous two examples: “Buy Your Dream Car Now” and “Get Healthier Skin Today”

Your CTA can also be creative. Instead of “Get Healthier Skin Today,” you can also say “Your Healthier Skin Starts Now!” However you want to put it, make sure that your message is clear to your website visitors.



4. Add a Lightbox

One of the website best practices to get the most conversions is adding a lightbox. It’s a popup window that appears over a webpage. The lightbox’ primary aim is to capture visitor information by getting website visitors to sign up to the company’s email list or to take advantage of a limited sale. It’s a direct action towards making sales or generating more leads, at the very least.

When creating a lightbox, make sure to include only a single CTA so visitors have a clear idea of what to do. Make it more eye-catching as well so your message will not be missed.

Most importantly, don’t make the lightbox pop up right away because it can annoy your visitors, which can possibly cause them to exit your website altogether. Set it up to appear after 10 seconds or so, when they scroll down bit, or when they click on the next page. It’ll allow them to get to know you a bit better and for them to do what they initially wanted to do when visiting your website before you assert your suggestions. It’s also good practice to make a lightbox appear whenever visitors switch windows or tabs on their browsers.

5. Choose Strategic Content

Your content will also play a big part in website conversion. Don’t just create content for the sake of directing visitors to your website. Although traffic is a good thing, it’s also important that you’re attracting the right kind of visitors that’ll grow your business.

Create only the type of content that is directly related to your products, services, whatever your business is about, and even on topics related to your industry that you know will keep your visitors interested. This way, your CTAs can be inserted seamlessly and will not appear out of left field.

Adding the right type of content on your website will not only help build trust among potential consumers, but will place your business among the forefront of the industry.

6. Optimize Website Content

Another website best practice is to enhance your online visibility by improving your content’s Search Engine Optimization (SEO). Not only will it improve the site’s traffic, but it also ensures that you’ll get the right website visitors, increasing your chance of more conversions.

SEO involves the use of correct keywords and incorporating them in your website’s content. Keywords are what people commonly type on Google or other search engines when they’re researching and looking to purchase things or services. If your small business gives out loans, then you should include keywords like “personal loans for college students” or “short-term loans in California”. Why? Because you can trust that these are what loan applicants will search for on the web.

Understanding your target customers and their online intent for your type of business is key. Without it, you can’t create a proper SEO strategy that’ll work for your company’s goals. Spend some time researching. Put yourself in your customer’s chair. What type of keywords do they use? What are all the various inquiries they may make on search engines? Where do they go online during all the stages of the customer journey? These are some of the questions you must ask yourself.

Aside from keywords, there are still many aspects of SEO that will help with website conversion. These include on-page, off-page, and technical SEO. It’s best to get the help of an expert to make sure that everything is included in your website.

7. Use Simple and Familiar Words

Going back to website content, you can easily make the mistake of using fancy and complicated jargons to show that your company is an authority or expert on a particular topic. However correct your claim may be, don’t fall into this trap if you want higher conversion rate.

Minimize the use of technical terms; instead, create your content with simple and familiar words so people can understand them. Concentrate on making your message clear to website visitors and you will gain more customers for sure.

One application of this practice is using familiar call-to-actions like “Sign-up” or “Add to Cart”. These are very familiar to web visitors and online shoppers, so they are likely to use them. Inventing your own CTAs may be fun and interesting, but they could also backfire on your conversion goals.

8. Do A/B Testing

Another one of the website best practices is regularly doing A/B testing. It’s a good tactic that can help increase the conversion rate of a webpage, particularly if you have several ideas for content. For example, your graphic designer sent two possible header designs for your homepage. If you can’t arrive at a decision, you can do an A/B test by making two versions of the homepage, each with the same call to action, but has a different header.

The incoming traffic will be directed evenly to each version of the page and the A/B testing software will compare them to see which one generated more customers. This version will then be your actual content moving forward to ensure better conversion rate.



9. Know Your Website Visitors

Analyzing your visitors’ profile is one of the website best practices that you and developers must do. Understanding your target customers better will help adjust your web pages’ content accordingly. There are many ways to do this. For one, you can directly ask questions to your web visitors through online surveys. Two of the best survey apps you can use include Qrvey and SurveyRock.

Second, you can utilize different web analytics tools. They will help you measure your website traffic, know its demographics, how long visitors are staying, which pages are most visited, and which are making more conversions.

Lastly, there are available web tools now that lets you record how visitors navigate around your website. Through the mouse movements, you’ll know how they interact with the CTAs and how long it takes for them to click away. With this information, you can redesign your website and adjust the locations of your CTAs to optimize your website conversions.

In this regard, you must have a website builder that will help you easily rearrange elements of your web pages, just like Weebly. It’s a fully responsive drag-and-drop web editor that will help your team adjust the web pages immediately after analyzing your website visitors.

10. Add Rewards for Immediate Action

Nowadays, getting something for nothing is practically non-existent. Therefore, you must give an incentive to your visitors for clicking the “Sign Up” or “Buy Now” buttons. Things like a free e-book, complimentary coaching video, or 20% off on items will surely do the trick for you. Just make sure that when visitors do click on your CTAs, they are going to receive such incentives for real. If not, you’ll lose credibility and more potential customers.



Putting It All Together

Optimizing your website conversion rate is a tricky undertaking, but with these website best practices, it will be nothing short of achievable. Just ensure that aside from making your website optimized for better conversion, you’ll also maintain the high quality products and services you offer. That way, your website visitors will be happy to click away on your CTAs on their own.