For most businesses, one of the most important purposes for their website will be as a lead generator, producing new connections that lead to new business and sales. It can be an important job for any website developer or digital marketeer to try to make sure a client's web pages remind visitors that they're visiting the website to initiate an action, to make contact and/or buy a product. This will involve making sure the user experience is good and improving, and that calls to action (CTAs) are present, as well as other functionality, call back facilities, quick contact forms, telephone numbers and more.
Every business and website is different, so how this conversion potential is improved can be different on each website, and compromises may need to be drawn between content, usability, CTAs, design and style in order to achieve good conversion potential. On this site, for example, we're purposely trying to convey information to users, because in doing so we're differentiating ourselves from the competition, and hopefully demonstrating to visitors along the way that actually we do know quite a bit about what we do, and we're not just 'winging it' as many people do.
In focussing on the provision of content, we've compromised (perhaps) on usability in order to get our point across, in the hope that people actually reading the content will appreciate it. This is how we've compromised on this site, but for your site and other client websites, where this line is drawn between all the factors will be different.
This process to improve a page's ability to bring about conversion is called Conversion Rate Optimisation, or CRO. We're experts at it, and undertake the CRO process as an integral part of our SEO, as well as for our Adwords/PPC and digital marketing work and working on their landing pages. (See our SEO case studies for some real examples).
An important characteristic of the Internet is that nothing stays the same, everything is in a constant state of evolution and flux. As far as a web page is concerned, and its CRO, the job is never done. So we embrace this as part of our process, and will always be seeking to drive improvements in all aspects of a page, but particularly in its ability to create a conversion for our client, you.
Multiple small, incremental improvements, when added together, will eventually result in much better conversions. Because we, you and your website visitors also are growing, changing and adapting, our views will also change over time in line with our experience and tastes, and so making your website work better will never reach an end-point, and instead will always be striving to do better.
To find out more about our SEO and CRO service, contact us today on 01604-638421.