Module 3, Step 3:
Structure your website for conversions
You have two seconds to qualify your audience
Attention spans are shorter than ever today. People simply don’t have time to spare, so when a new prospect is searching for your services, they typically pull up two or three of your competitors in separate tabs and are quickly looking to eliminate a couple. The structure of your website must give them what they are looking for quickly and clearly.
Fortunately, we’ve put together our essential elements during these three modules and now we’re going to put them to use. First, let’s discuss how a person scans the page in the Smart Phone era.
How mobile changed the way we look at websites
I remember a time when most people wanted to pack their homepage with a giant navigation menu at the top. It’d be full of impressive amounts of sub-menu links. You may even have a ton more going down the side. My clients would love to say, “All this has to be accessible to them ‘above the fold'”. This meant that we didn’t want our poor prospects to have to scroll. Nope, we made them click through pages until they developed carpal tunnel syndrome.
As we stared at years of Analytics watching where people were actually going… and dropping off. We’ve all done a complete 180° turn around on all of this.
Here are my Top 10 Criteria for Structuring a Website for Lead Conversion
- Make it scrollable first. And this means reducing your reliance on menus. I look at a lot of Analytics Reports and I can tell you that just over 50% view websites via mobile devices. They want to scroll to the important stuff and click on it if they feel inclined.
- Guide the reader. This is in your best interest – realize that you have the power to suggest where the reader goes, so guide them down a page of excerpt information. Greatly reduce your reliance on the Nav Menu (top menu).
- Make great use of excerpts. Shoe enticing excerpts for your services, About page information and blog articles.
- Stagger homepage content:
Let them know if they’re in the right place by featuring your key service at the top
May want to put a CTA (Call To Action) around there
Next, credibility/trust enhancers such as About excerpt and certifications
Information next, such as services
Probably should put another CTA after that
More information excerpts, such as blog post (or case studies)
Putting the RIGHT content in the RIGHT places
Having easy to use Call To Actions (CTAs) found in the right places