5 Quick Website Changes To Attract More Customers

The coronavirus pandemic has hit a lot of businesses hard.

From staff members to customers to internal working practices, the effects of the pandemic have been fairly difficult to forecast so far, but one thing has become abundantly clear: digital marketing is your best ally to help your business get through it.

We’re not talking about marketing in the sense of paid search campaigns, link building, email marketing, social media, SEO, or anything complex like that.

These areas of marketing are all highly advantageous. But there are a number of much simpler ways for you to improve your website’s marketability – without hurting your credit score by overextending your budget.

Wait, what? Can you really attract more customers to your site without increasing your budget? That’s what we’re here to discuss.

Join us as we run through some of the quickest and easiest, yet most highly effective, ways to make your website more marketable so it can help grow your business.

How to Attract More Customers: 5 Website Tips

1. Add Internal Links

Whatever the pages on your website may be – whether they’re individual product pages or an existing blog – if you aren’t including internal links in the content, you could be missing a trick.

This is because search engines absolutely love links. They help search engines understand the content’s purpose and relevance, and to analyze the structure and overall quality of your website.

As a result, search behemoths like Google can better-establish the hierarchy of your website, allowing you to give your most important pages a higher link value over less valuable alternatives.

In other words, adding internal links to your webpages will boost your site’s SEO, helping you shoot up the rankings and potentially improve your number of conversions, too.

Got a new website that’s struggling in the search results? Check out this article on our Anvil site: 6 Tips to Get Your New Website Noticed!

2. Update Your GMB Profile

Impressions count for a lot. The same is true of your website.

Put yourself in the mind of your target audience. Ask yourself, if you were searching for your business, what would make you want to engage with it?

Fundamentally, the way to attract more customers all comes down to trust – the more professional and reliable you come across, the more likely that someone will click through to your site from the search results. That’s where your company’s Google My Business (GMB) profile becomes vital.

    • Google takes direct ranking signals for your website from your GMB profile, especially for local businesses. So you need to ensure that you’ve claimed it, branded it, and optimized it
    • Make sure your reviews are positive, well-detailed and relevant (and take time to respond to all reviews, good or bad!)
    • Make sure your contact details are clear and up-to-date, and your shared photos are on-brand and of good quality
    • Use your company’s GMB account to add a business description to your profile – this should encapsulate what your business does and include a call-to-action for customers to follow (this is a great place to utilize your target keywords)

You need to evoke trustworthiness and reliability, and that starts with the first profile they see when they decide to Google your business.

3. Consider Colour

Psychology can play a big role in the likelihood of whether or not someone converts on your website.

In a study published by Sitepoint back in 2014, researchers found that using the colour red made a significant difference to the probability of somebody making a purchase. This finding was supported by HubSpot as well, who discovered that red CTA buttons outperformed green CTA buttons by 21%.

So, why not use this to your advantage?

Whether it be your ‘contact us’ button, your ‘buy now’ button or your ‘add to cart button, by simply changing the colour of your CTA buttons you could notice a big difference in your total number of conversions. Study up on colour psychology in marketing, and check out these insights on logo colour combinations!

4. Add A Pop-Up

While many people may think of pop-ups as being incredibly annoying, they can actually be a useful tool to use when it comes to keeping customers engaged. When utilized correctly, pop-ups can increase conversion rates by approximately 9.38%.

Quick and easy to produce, these pop-ups can also come in a variety of formats – from offers to free stuff to newsletter sign-up options. If you’re offering something timely and exciting such as a discount code, a pop-up can be a welcome experience.

Plus, most pop-up tools allow you to control how long they stay popped-up on the page for. Generally speaking, anything longer than 30 seconds tends to become annoying and more likely to be complained about by consumers.

You do need to be careful that you aren’t creating what is considered an ‘intrusive interstitial’ by Google. This means the pop up should be easy to close, not entirely obscure the main page content, and definitely not use guilt-tripping language to entice a click.

Also, consider setting a cookie for your primary web pages so that your pop-up only appears once per user. This further prevents irritation, and helps your pop-up be more of a benefit to your website’s engagement.

5. A/B Test Your Headlines

The headlines and subheadings you use throughout your content can make a big difference to both the numbers of customers you attract and the conversions you earn as a result.

According to Copyblogger, more than 80% of users read headline copy but only 20% carry on to read the rest of the content. Therefore, you need to make sure your headlines are as engaging and relevant to the page as possible – otherwise, your customers could quickly lose interest.

To A/B test your headlines effectively, try experimenting with the length, tone, statistics, and numbers you use, then utilize your findings to improve existing and future website copy. That way, you can ensure your content is optimized to attract more customers.

Final Thoughts…

Standing out online can be a lot easier said than done, but by using marketing research to your advantage, you can ensure your website is optimized and enticing.

From the colour of your CTA buttons to the quality, structure, and format of your written content, there are a number of quick and easy ways to transform your website from plain to powerful.

While these changes may appear straightforward in principle, in reality, they could make a big difference – and not just to the number of users visiting your site, but the total number of conversions from it, too.

 

photo of the author, Daniel Groves

Daniel Groves achieved a 1st class honours degree in Business Economics. Since graduating, Daniel has collaborated with a number of online publications with the aim to further develop his knowledge and share his experience with like-minded entrepreneurs, business owners and growth strategists. Connect with Daniel on Twitter.