Think about these items as they relate to each of your Web pages. In my last business we thought through each of these items, modified, and then kept testing. We boosted our inbound lead rate from 3% to over 15% of website visitor traffic. Trust me, you can boost your rate too.
1. Is there a visible call to action, such as "For more information, call me now!" Seems silly, but most people don't actually ask a user to take any action from a Web page.
- Think through what specific action you ultimately want the visitor to take. Do you want them to call you, or email you, or fill out a form?
- Are there any barriers to them taking this action? Maybe your contact information is not present on the page. Do they need to fish around to find your contact form? Or maybe you have a second call to action, like "Click here to view more" which prevents them from taking the main call to action?
3. Is the layout and design consistent from one page to the next? Should a user navigate deeper into your site, are key elements such as contact points, primary navigation, etc, presented in identical areas?
4. Is your information presented clearly? Is it clear why YOU are the expert?
5. Are the images you use appealing?
6. Does your content emphasize quality and trust? People will not give you their email address if they think you're going to spam them or sell their email address to someone else. Contact info (email) is personal and valuable. Make sure they know you can be trusted with this information, and make sure they get something valuable in return for giving you their personal information.
7. Do you feature past customer reviews or testimonials? Can the information be presented in a more prominent position? Can your page be shared on social networks and RSS feeds?
8. On the whole, is your page free of clutter? Are there elements that can be (tested) and potentially removed?
Give it a whirl and let us know how it goes. Please comment and let us know what's worked for you.
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