If you have a cleaning business website that looks amazing and attracts traffic, you can congratulate yourself. You have an asset that could be extremely valuable to your business. However, getting too excited about traffic stats would be a mistake. The number of people visiting a business site is only relevant if those people are potential customers. Also, if visitors fail to convert into customers, your website is earning interest, not money.
If traffic is high but conversions are low, what’s wrong? Your site’s design and content may suffer from a few fundamental flaws. Here are eight tips to help you start a cleaning business and turn your website traffic into leads or sales.
- Write content for a narrow target audience
A website attracting the wrong audience will not hurt your business. However, the purpose of a business website is not to entertain or inform; it exists to generate sales or leads. You are only interested in attracting people who might buy something from you.
If the people who visit your website are not your target audience, you may need to refine your content. Start by identifying the type of person most likely to buy for you. Then, write content that will appeal to and appeal to that specific audience.
It is better to have lower traffic and higher conversions. So adjust the content to target specific groups of people. Say your business relies on local customers, for example. If so, include mentions of your location in your content.
- Create a solid homepage
The homepage is where people will land or navigate to learn more about your brand. Therefore, this page should describe what the company does and its unique selling points. The landing page should also include clear calls to action and navigation to sales pages.
Try to keep the home page content concise. For example, this is not the page for a long company history or a product description. Instead, treat the page as a teaser that directs visitors to the most substantial content.
- Develop a simple and targeted navigation
Try not to complicate the navigation too much. Help visitors easily find what they need. And emphasize navigation options that lead to sales or lead generation options, such as contact forms, sales pages, and quote request forms. Assess the customer journey yourself. How easy is it to navigate from the homepage or a blog post to the lead generating pages? If it takes too many steps, the site navigation may need to be redesigned.
- Simplify forms
The reason you’re not getting leads may be that your contact forms are too complicated. People generally don’t like filling out forms that ask too many questions. Consider reducing the number of fields to make getting in touch quick and easy. Offering multiple methods of contact will also help. For example, display phone numbers, email addresses, and physical addresses.
- Add easy to locate CTAs
Calls to action (CTAs) should be in prominent positions and stand out from the rest of the content. Users won’t spend a lot of time searching for them if the CTAs are hidden. The best placement for CTAs is above the fold, if possible. Alternatively, CTAs can be placed at the top of a sidebar. Buttons or CTA text should be big and bold, and the color of a CTA should stand out from the background and surrounding content. Surrounding CTAs with spaces also helps users locate them.
- Push the benefits
The features and benefits of a product or service are often confused. But it’s the benefits that will sell a product, not the features. Therefore, understanding the difference between the two and focusing on the benefits will increase conversions.
A feature is something your product or service has or does. A benefit is something that can be gained from using the product or service. The difference between the two can sometimes be subtle. But customers are more interested in what a product does for them than how it does it.
- Show Accreditation Badges
Accreditation badges build trust and provide third-party confirmation of your product or service. Therefore, displaying any accreditation you have will give people confidence in your brand. Accreditations that could drive conversions include awards, trade association memberships, and business or professional qualifications. Badges from consumer review sites, such as Trustpilot, will also come in handy.
- Increase your credibility with social proof
If you don’t provide social proof, your lead-generating website could fall at the last hurdle. Place customer testimonials or reviews in prominent places on your website. And remember, social proof isn’t just a powerful persuasive tool for B2C (business-to-consumer) sales. B2B (business-to-business) websites also benefit from prominently displaying customer quotes and case studies.
There are three main reasons why a cleaning business website may drive traffic but not conversions. The first is that you are attracting the wrong audience, in which case the content needs to be refocused. The second reason is that the content is not compelling enough. For example, there may be too much emphasis on features or insufficient social proof. The last likely reason for disappointing conversions is that it’s too difficult for site visitors to take the next step. For example, contact forms take too long to fill out, CTAs are hidden, or navigation is not intuitive.