In working with business clients, I often get asked to review websites and give recommendations for improvements. Because of that, I’ve decided to do a series of tips to help you improve your conversion rate when a potential client visits your site!
This first tip is so basic and so often missed that you’ll either have an immediate ah-ha moment or you’ll continue to do what you’ve always done (with the same results)..
With that being said…
TIP #1 – REDUCE THE AMOUNT OF OUTBOUND LINKS ON YOUR WEBSITE
Let me explain. Often, in our quest to demonstrate our credibility, we set-up links to the professional organizations to which we belong. The problem with this thought process is that the organization usually has a database of your colleagues that do exactly what you do! So the potential client clicks away from your site to investigate your organization and finds even greater resources of people you compete with! Now I ask you, does that make sense?
Another tendency is for business owners to offer a resources page full of reasons for potential clients to leave your site. After all, we want to be a resource to current and potential clients, right? And of course, there’s nothing wrong with that except that every resource link is another opportunity for the client to exit BEFORE they get the value of doing business with you! Here’s the exception: It’s OK to keep link exchanges because that site is also sending potential customers to you.
It’s sort of like having a grocery store and when a customer shows up, you send them across the street.
The bottom-line is this: When you review the links on your site, the idea is that every link (other than link exchanges) should lead the client down a funnel to do business with you. If the link isn’t going to result in business growth, get rid of it.
You were born to be great.
YES, you can!