What Makes A High Converting Webpage?

September 12, 2021
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A high converting webpage is to drive traffic to make a sale or complete some type of action like filling out a form. A high converting website is to replace or supplement a traditional business.

When it comes to creating a high converting website, there are a few crucial elements to consider. These elements can be the difference between converting traffic to customers or not. Let's explore some of these elements and how to put these in place to start converting traffic.

As we dig into these elements, not everything needs to be on a website, but having many of these items can help. Even with that said, some of these items, like trustworthiness, are crucial.

A few of the elements that make up a high converting website are the following:

  1. Professional website design
  2. Elements that build trust
  3. An easy to find phone number
  4. Call to action
  5. A high quality chat bot
  6. Many contact forms
  7. Exceptional content writing
  8. A fast loading website
  9. A mobile friendly website
  10. Geolocation for local businesses
  11. A sitemap that links to all pages
  12. Clear website hierarchy and navigation
  13. Email opt-in forms
  14. Give something away for free

A high converting webpage should have professional web design.

Every single page on your website that a customer may visit needs to have a goal. Without a goal, the chances of a conversion drop. There is no reason to have information on the web page without it serving a purpose.

The strategies behind the website are the reason why a website works or not. The marketing strategy will emphasize web design. So, there is more to a website than selecting a theme. Though it may be beautiful, it doesn't mean that it will convert. This is why there are some very ugly websites that convert very well.

When considering what should go into the strategy behind a website, there are a few items to consider. Those items are layout, unity, and brand.

The website layout is an essential element when it comes to website design. This section will be the roadmap on how the users navigate the website and will guide them to each element. By having an effective layout, users move through the website as you wish them to.

Within the website layout, you need to create unity throughout the site which helps the brand. What this means is that the website, images, and other content all match. The looks, colors, and vibe of the website all help enforce the brand.

When these elements come together, you begin to build trust. With trust, you influence users to become fans of your brand.

A website won't convert traffic if it isn't trustworthy.

Trust is a huge factor when it comes to converting traffic. When a user visits the website, unless they had the intent to visit, they are usually cold traffic. The means they have yet to know your brand and they haven't yet been pre-sold. Without the website creating that trust, it's unlikely this traffic will convert.

There are a few elements that can add trust that can help with adding trust. Though trust comes from many areas such as content, images, and brand, a few others are:

Add partner logos to the website.

Some of the most powerful items are logos from other brands your company does business with. These can also be awards won and other logo-based items. Logos show that you are an actual company and work with other brands.

Parter logos added to a website may be in a simple row, grid, or carousel. It doesn't matter how they display as long as they can show users the trust they hold.

Use testimonials to build trust.

Another way to build trust on the website is to include client testimonials. These are people that have likely purchased services from your company. They are the best to show others that they can trust you. It shows that these people have done business with you already.

Nobody wants to be the first to try a product or service. By showcasing 5-star reviews on pages that relate to the product or service, you can help add trust. Even if the reviews aren't 5-stars, by adding them helps build trust. This allows people to see how others feel about your service.

Use case studies to show proof of success.

Another very useful element to add trust to your website is to show case studies. These are outlines of the success you have had with other clients.

The use of case studies can be proof of how your products and services have benefited others. If possible, include high-resolution photos in the case studies. Text-based content about the project further adds trust. This information shows how your company helped others achieve success.

These are the basics when it comes to high converting webpage design. Once you have these in place, you can begin to focus on high-level conversions. These are analytics that happen when users visit your website.

A phone number is one of the best items for a high converting webpage.

An overlooked high conversion webpage item is the phone number. It can often be one of the best converting features you have. The phone number can help in a few ways. First, it acts as a trust builder. Having a phone number on the website shows users that you are a company with high standards. A company that holds service in the highest regard. It also gives them the ability to reach you whenever they like and there is
Though the phone number added anywhere helps, one of the best places is the top right of the website. This is often one of the primary high converting items.

Another high-converting location is at the bottom of the website in the footer. Placing the phone number at the bottom allows users to locate it if they've made it through all the content. If they now want to contact you, it's easy to find out how.

On top of that, it gives users a great way to contact you and also helps with localization. If you are a local company, showing a local number shows you are currently working in that area. Some users will want you to be local to do business with your company.

Add Call-To-Actions Throughout The Website.

A call-to-action prompts users to take action in one way or another.

These CTAs should ask users to sign up for a newsletter or contact you. These high conversion items should be throughout the website. These can be the difference between a sale or a bounced customer.

A call to action helps because customers usually won't take action on their own. They need guidance and direction to do so. A call-to-action can come in the forms. They may be buttons, banners, forms, giveaways, and many other actionable items.

These items often convert because you are providing value before asking for a sale. For example, if you have a quality blog that people enjoy reading, it makes sense to ask them to subscribe. If you have supplied valuable content, the chance of conversion is higher.

Consider a chatbot to increase leads.

The reality is that people don't call like they used to. Users often would rather chat online than make a phone call. This is why chatbots are exploding in popularity.

A chatbot can help to find out if people want to learn more about your product or service.

It can also help sign people up for newsletters or ask them for email addresses. By adding these elements, you can build a high-converting website.

Chatbots are low-risk and convenient. The idea of a chatbot isn't new. Many companies have been using them for years before they became popular. With the current generation of users, chatbots are now essential for many companies. There are often employees hired and dedicated to answering chats from a chatbot.

Have many contact forms throughout the website to increase conversions.

Another form that can help a website is a contact form. This high converting item placed on the front page as well as many other locations drives action.

A contact form is an easy way to gather information from users.

This saves you time that would have to go into searching for information in other locations. Email forms or social media are often areas where you may look and end up not finding it anyway.

Contact forms help increase trust because it allows customers to get in touch with you.

Consider adding a contact form to every page. Then, a user doesn't have to navigate to the contact us page to contact you. Instead, they can do it right from the page that they are already on.

Another type of contact form is for downloadable items. This is like a call to action. Once you have captured user information, you can place them into a nurture campaign.

Google's Ranking Algorithm 2021
Google's Ranking Algorithm 2021

Every website should have great content writing.

Good content is crucial for a high-converting website. The content should be original, written well, and helpful to the readers. If you have trouble creating your own content, there are many places that you can outsource this work. We can help as well, contact us if you'd like to start a project.

Make sure your website content also has proper grammar. No one prefers to read something that is completely unprofessional. A high converting webpage attracts visitors and is able to engage them. This will help increase your conversions. Your website needs to provide users with some value, otherwise, they can hit the back button.
You need to write your website content at the proper reading levels.

Most content needs to be around the 9th grade or lower, but there are exceptions. If the targeted demographic is more specialized readers, you can write at a higher level.

On top of reading levels, there is user intent. The reason the user is at the website in the first place will determine how the content is about and how it's written. Users are here for information or transactions, the way a page reads should match that intent.

A high converting webpage loads fast.

With the release of the Google Core Web Vitals, the speed at which a website loads is more important than ever. Fast-loading websites have always been an important ranking factor. Now it has grown more important with every update.

We have seen conversion rates skyrocket on some of our websites and improve on others. We've seen changes up to a 20% increase on well-established sites we hold. Up to 700% on some older websites that we moved from budget hosts to top-tier hosts.

Google has released code to judge a website based on important vitals. They have said that they want to see these on every site.

From Cumulative Layout Shifts (CLS) to the Time To First Byte (TTFB). It's important to have a website that loads faster than ever.

Now, if you don't want to dig into code, a simple solution is often using a fast web host instead of a budget host. This can be one of the easiest ways to speed up a website. Many hosting companies will migrate your website for free upon signing up.

Dwell time on site matters. In other words, keep people on your site longer.

You want to reduce bounce rates and increase dwell time on a website. This is that the longer you keep people on your website the better. The less they leave to go to another website, the better. This will increase your chances of converting a potential customer.

The best way to increase dwell time on a website is by providing good content that piques the interest. The more interested your audience, the higher the chance of a conversion.

A Good example: "What Makes A High Converting Webpage" (this article). It provides insights for marketers and entrepreneurs about what makes a good website. This will keep readers on the page and encourage them to continue reading.

A website that is easy and/or simple to use (navigation, mobile-ready) will increase dwell time on your site.

Optimize your images to further improve loading speed.

A fast-loading website increase dwell times and also aids in SEO. This will allow your website to bring in more traffic. The more traffic your website brings in, the more opportunity for conversions.

You can decrease the file size of images to further speed up your website. The optimal file sizes for images depending on how much traffic your site receives. You should aim for smaller than 1MB to improve load times. It's best to have an image as small as possible. We strive for as few kilobits as possible.

Google says that reducing image file types is one of the best ways to increase page loading speeds.
If you are not familiar with image compression software, don't worry. There are many free or paid tools available to help decrease the size of your images. One of these programs is TinyPNG which can reduce image file sizes by an average of 54%.

You can decrease your images file size by resizing your images before uploading them. The general rule when resizing is to keep the longest side under 1000 pixels on average. unless your site calls for something specific, follow this practice. If you know the largest size an image will be, you can match that size. If you need help with optimizing your website, contact us.

Your website must be mobile friendly.

As I mentioned, there will be a few elements that are a must, this is one of them. In the past, we used to make a website for desktops, then a website for mobile. These were two different websites, for the most part. With today's responsive designs, there is one website that changes for different screens.

Web browsing on smartphones has increased by huge amounts in the past few years.

Your business must have a web presence on smartphones and tablets and adjust for each. 65% of online shopping and web browsing happens on mobile devices. This creates new opportunities for people to buy items without leaving their coach.

A great way to build trust with customers is to make sure your website appears well on all devices.
Google has reduced the traffice they send to websites that arn't mobile friendly.

Adam Miconi | Rebel Ape Marketing

Designing for mobile first will build trust with customers. With your website looking great on all devices, it will help build trust.

Remember that first impressions matter. Not only should someone be able to locate your website, it should also impress them.

Localization and geodata help bring in traffic to convert.

Let's face it, it's hard to convince people to do business with you if they don't know you. On top of that, you want to be the authority in your town and surrounding cities. The best way to do this online is through geodata and localization.  

The average user now receives an ad online within 3 seconds of searching for a product or service. Your company must show in that window of time. Otherwise, they will move to another search result. Optimize your website if you want to increase your conversions.  

Location is becoming more important online as well. Local businesses can often convert at much higher rates than national brands. Geotargeting, which means you target local users. This is targeting ads and SEO by location and allows you to reach people looking for items near them. It's perfect for reaching the right audience at the right time.

A sitemap is a great element that can affect conversions.

An element that helps a website convert is a sitemap. This is often overlooked by many businesses of various sizes. The sitemap will help users navigate throughout the site with ease.
Not to mention, it can also help with SEO.

The value of a sitemap is that they offer users and search engines a view into the website's structure. It shows how well it's organized and breaks it down into segments. This means that both website visitors and search engine crawlers can find all the pages on the site.

A good sitemap shows your site's hierarchy. It makes sure there is nothing missed or not linked. This allows for better crawling and indexing by Google bots. Don't overlook the importance the sitemaps. Without it, Google may not index or website. Or index only a small amount which would make it hard for your customers to find you.

You must have great site hierarchy and navigation.

Well-designed websites allow users to navigate them. I mean, unless it's a simple lead page or sales page designed for that purpose. On most websites the user will visit more than one page if built well and that's the intent.
If a user has to go back or forward a level, or two, or three, they will. If you make it hard for them, you will lose them.

With that, if users have to take more than one click or tap to get from one page to the other then that can be bad. The more clicks or taps a user takes the more chance they will bounce.

You need to think about how people interact with your pages. See what makes sense for you and your business model. These things may come easy without even thinking about them when building a website. If not, you will want to consider how the user should move throughout the site. This motivates visitors and increases the usability of the site in general.

Making navigation too complex can frustrate users. It could drive them away from using any of your features at all because it's a chore to do so. Make sure you stay on top of your site and test it often. That way you can fix issues as they arise.

There's a lot more to think about for building good navigation. We'll leave that up to you to research more if needed, it's beyond the scope of this article. Feel free to contact us as we can give suggestions.

Use email opt in forms to convert after a user has left your site.

Email opt-in forms are an amazing tool for a high-converting website. By using email, you can often still convert the lead after they have left your site without the intent to return.

Usually, the user might go to your site and read a couple of articles on your blog before leaving. But they might come back at a later date after receiving promotional offers in their inbox from you. An email opt-in form can help for this purpose. It's also used to maintain communication with those users who do become customers!
You can use many effective strategies to increase your email opt-in rates:

  • Place an opt-in box that is easy to spot on every page – above the fold, but not too intrusive.
  • Show a pop up immediately after someone has entered their details into a form. This can increase conversions by almost 300%.
  • Place it in the header or footer of your site.
  • Show a pop up immediately after someone has enter ed their details into a form. or product cart - this can increase conversions by almost 300%

Email forms are a great option to stay in contact with your user base. These people who are interested in your product will get value from your emails. It gives the option to nurture the user until they are ready to make a sale.

Consider giving something away for free on your website in increase conversions.

In the previous section, we mentioned opt-in forms. These opt-in forms often will drive a user to enter their name and email. But how do you get them to do that? The simple answer is, give something away for free. This can be anything from a download to a physical item.

It should match your business model. For example, if you are a florist you might give away a flower pot or plant by entering them into a drawing for it. You need to make sure that whatever you give away is relevant to what you do.

For example: don't go giving away free teddy bears if you're an accountant dealing with tax returns.
This may not be the most obvious way of gaining new leads but it works well.

There are a few take aways that we should go over before you go.

To make a high converting webpage, there are a few things you need to take into consideration. One of the absolute major players is the layout and responsiveness of the website.

You should do what you can to build the trust of the user with partner logos, testimonials, and case studies.

Even with those great elements, you will want to continue to market to users. Even after they have left your website, you can still market to them. Elements like giveaways and newsletters can be a great way to capture their information. Use the data and continue to nurture them long after they have left.

Marketing isn't a single item. It's a lot of little aspects at play that keep your company in front of users and in their minds at all times. Consider these tips to further enhance your website and build your credibility.

If you have any questions about these strategies or would like to have some implemented on your website. Please feel free to contact us by filling out the form below or visiting our contact page.

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