Website Conversions: Follow Basic Principals

A high performing business website not only attracts large numbers of visitors via organic search, it also converts well, which means those visitors take your intended action.

I teach a fairly strong focus on good webpage conversion design principals, but when someone else promotes ideas you teach, it’s both validating and useful when  talking with others. It’s not just me telling you how to improve your sites conversion rate, another expert shares these ideas.

Oli Gardner, an Author at Unbounce just published an article titled

6 Things I Do to My Landing Pages When My Conversion Rates Suck

His title is intentionally a bit eye catching, and his ideas are excellent.

Please click the link above for his full article, but for those of you who don’t, his points are summarized below.

Remove All Distractions

Once they’re on the landing page, it should be visually uncluttered, and allow only two actions: 1) Whatever action you want them to do (download an eBook, signup for a newsletter, etc), or 2) Go back.

Ensure there are no other possible paths for your visitors to take.

Continue the Context

They arrived on your landing page from somewhere. The landing page must continue that conversion, without changing tone or focus.

Provide Clarity

Tell a story that educates and leads. Be clear, but in as few words as possible.

Maintain Alignment

This is related to Continue the Context. When what brought them to the landing page discusses a problem they probably have and suggests you have a solution to, continue talking about the problem, then segue into your solution.

Social Proof / Credibility Check

Just as I feel validated to find that Oli teaches what I teach, your prospects will feel validation when they understand you’ve helped others. Just be credible. Don’t make statements that seem outrageous, even if they’re true. At the risk of overstating the obvious, when someone makes statements that are hard to believe, you have a hard time believing them. Your prospects will too.

Additional Closers

The purpose of your landing page is for your visitors to take action. Think about what might prevent them from taking action and how you would address that in a face to face conversation. Then address it on your landing page.

What that might be varies from business to business, and if you’re wondering what it might be for your business, leave a comment below and we’ll brainstorm this together.

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