If you don’t know what CRO (Conversion Rate Optimization) is don’t worry. Most business owners don’t, but this acronym is pretty simple.
CRO refers to the practice of optimizing your website to increase the rate of users performing a specific desired action such as booking a consultation, subscribing to an email list or calling you. In layman’s terms, CRO is all about making your website more likely to convert
Some examples of “CRO” in action are doing things like placing your phone number somewhere more visible or having easy to find buttons
that will guide the user toward booking a consultation. You need to have a clear action you want your site visitors to take and an easy way for them to do it. Your website should be built in such a way that the user is guided towards your goal throughout their process
While this all sounds great it can be hard for local business to see how they can apply it, especially if they are not very technical. While some
large corporations spend tons of money split testing different website designs, content, colours and every other element, this is not practical for most local businesses. Our team has done this legwork for you and experimented with many different website designs and common conversion tactics. Below I will list the most impactful things we do on most local business websites:
1. Include a click to call button on mobile for users to easily call without having to manually dial your number.
2. Make sure to have a ‘call to action’ in view when the user first loads the website, this could be a button to book an appointment
or simply a reminder to call for a consultation.
3. Have a plan for how users will navigate your website, make sure any informational pages you send them to will ultimately lead
them to not just read online but contact you.
4. Include a clear ‘call to action’ at the top and bottom of most pages, if the page is long you should include one in the middle
5. Put any reviews, testimonials or evidence of your quality work on
6. Instead of using stock images, when possible, try to use photos of you and your staff as well as your equipment or shop depending on what your business does. People trust real photos more than just stock imagery!
7. If you have won any awards or have any community participation highlight those on your website.
8. Add a social media feed onto your website so users can see you have a social presence. This will help to build trust, especially if
you have engagement on your page from existing customers.
These tips are just some of the tactics we employ to make it easier for users to want to engage with your company, and not only on the
internet. Our goal is to show the user that your company is the solution they are looking for, and we use your website to help build
that trust along the way.
If you don’t have a website, or don’t know how to make these kinds of changes to your site our team has helped many businesses do this
and we can help you too