Goal:

To convert a higher percentage of your website visitors into customers.

Method:

1. Create "Calls to Action". Calls to action are parts of your site where you ask your visitors to take a particular action. You may want your website visitors to contact you for an appointment - that's the action. On your website, a call to action could be an online appointment booking form or "Contact Us" form requesting a visitor's name and phone number (or email address). The point of the form is not necessarily to book an appointment at that very moment, but rather to get the visitor to submit their information so your staff can follow-up with them. If the main goal of your site is to get visitors to contact you, then it's important that most of the content on your website link to the contact forms and be written with the goal of inspiring your visitors to take the action you're asking them to take - contact you.
2. Determine conversion rate. To calculate conversion we divide the number of visitors that completed the form by the total number of visitors to your website. This gives us your baseline conversion rate.
3. Improve conversion rate. Call to action copywriting that emphasizes the benefits visitors receive by contacting you, dissolves concerns visitors have about contacting you, relates your services directly to visitors' problems and creates urgency/need will have a conversion rate higher than copywriting that doesn't. Improving your conversion rate is a process of continuous improvement to your copywriting and graphics. We make a change or two to the call to action's graphics and copywriting and then observe the effect that change has on conversion rates. You can of course opt to do conversion optimization only once or twice and still receive substantial benefit.

Benefits:

• You can receive more leads from your website without having to increase traffic.
• If you undertake search engine optimization (SEO) or "pay-per-click" (PPC) advertising, then you'll receive more leads from these services then you would otherwise. Doing SEO or PPC without conversion rate optimization first is similiar to pouring water into a cup with holes in it - can be particularly expensive if the water has a price attached to it as is the case with performing SEO and PPC.
• Through the process of continuous improvement of your website copywriting and graphics, your website will relate more to visitors giving them the impression that you understand their needs better than your competitors.