Your website can be one of your most important marketing and advertising tools. It's your platform to show value to potential users and customers, and is the core of your digital presence. However, all the marketing in the world is not going to grow your business online if your website has a high bounce rate and is not converting that traffic.
With that in mind, here are five methods that can help increase website engagement, which can help generate higher conversions and grow your business online.
1. Keep your main message concise.
One of the most important factors in creating high-converting sites is not bombarding the user with paragraphs of small text on the homepage. In general, users don't want to read a lot of copy. You only have a few seconds to engage most visitors, so to show value and capture interest, concise main messaging is essential. Use a large font (size 16 to 24) to convey your message. This rule stands true for both B2C and B2B websites—this is your elevator pitch.
2. Create a call-to-action.
After you show visitors your value and highlight the solutions you offer in a few words, you want to engage them with a strong call-to-action (CTA). CTAs are the “next steps" you want users to take when navigating your website, and are essential points of engagement. Whether it's “View Our Work," “Find a Location," “Make an Appointment" or “Buy Now," these are opportunities to continue capturing interest. If your CTAs are boring (i.e. “Learn More") and contain no real value, the user isn't going to be very likely to engage with them.
3. Generate fresh content.
Users are most likely to convert on a website once they've already visited a few times, so it's essential you bring them back to your site. One of the best ways to do this is by showcasing valuable and up-to-date content on your website—providing users with a reason to return. If your visitors know they can expect fresh and informative content each time they come to your website or blog, they should continue to do so. Whether it is content about industry trends or expertise, investing in high-quality content is worthwhile. Unique and valuable content helps your site stand out and helps with search engine rankings, too.
4. Designate relevant pages.
However you're marketing your website, whether through pay-per-click campaigns or social media, it's important to understand not all traffic should be directed to your homepage. Create designated landing pages to highlight specific services or products—and send your audience to pages meeting their needs and interests.
To help illustrate that point, consider this example: If you're in the sporting goods industry, you may have a potential customer searching for a women's running sneaker on Google. You would not want to send that particular customer to your homepage when they click on your ad because they could be presented with a promotion for yoga mats or the latest ski gear. Instead, you want to direct that user to a product page. The more specific and relevant the landing page, the more it will help raise conversion rates.
5. Incorporate responsive design.
A growing number of website traffic originates through mobile devices. That being said, if your website isn't responsively designed, you may have a high bounce rate because users on smartphones aren't on a site optimized for their device. A responsive design ensures your site is compatible for visitors across all platforms—whether they're accessing your site from smartphones, tablets or desktops. Do a simple test and take a look at your site from your mobile device. Make sure buttons are easy to press, forms are simple to type into and your phone number is click-to-call.
A well-optimized website can be your best salesperson, allowing you to help drive more conversions. A poorly designed site, on the other hand, will not only hurt your brand, but may allow competitors with better sites to get ahead of you. Also, try to install a tool like Google Analytics on your site so you can measure site traffic and analyze user behavior, allowing you to see where users "fall off," as well as where and when conversions are occurring—so that you can continue to optimize in real time.