All companies want to attract the potential customers looking for their services to pick them over their competitors, and to do this they use “conversion optimisaiton”, which is where they change their website in order to convince people to send an enquiry or make a purchase. It can be pretty simple to perform conversion optimisation, but it is amazing how many companies do not put it into effect or even consider it.
The first consideration is making sure that the user/potential customer knows exactly what they need to do on the website by making it very obvious – something called a “call to action that, when clicked or filled in, either performs the action immediately or takes them to a page where they can either fill in details or buy something, that is of course if everything else on the site is in order and makes them want to use you!
This call to action has to be the most obvious thing on the page be that by colour or size. For example if your site has a black and white colour scheme, you should make your form background or submit button a reasonably bright colour, or the button linking through should be bright.
If the call to action is a form, it must be concise and only ask for the bare minimum of information so as not to put off the potential customer. It can’t be seen as intrusive, or asking for personal information for the sake of it, and it must also not be perceived as too time consuming to actually fill in.
The website must look professional and trustworthy. This means that the design should be spot on, with a consistent layout and navigation and a professional colour scheme. There should be good information on the field and an explanation of exactly why they are giving their information to the company, and what you will do with it, i.e. call them back.
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