For a local business owner, there probably aren’t many things that can be more frustrating than failing to generate new customers from their company website. Working hard to create a site, generating traffic and maybe paid traffic, but seeing little growth in customers, maybe seeing no increase at all.
Leo Tolstoy said in his preview to Anna Karenina – “All happy families are alike; each unhappy family is unhappy in its own way.” I believe that this principle can demonstrate the complexity of challenges that local business owners face regarding their business’ website.
While successful websites usually have several factors that combine into a great website experience that drives sales (great design, compelling copy, fast loading speed, great reviews, and testimonials, etc.), the unsuccessful websites in many cases will fail due to a single of many possible reasons to fail.
In this article, you will find the 6 most common conversion killers that I usually see on local businesses’ website. If you manage to avoid them or fix them if your site already has them, you will dramatically reduce the chances of dealing with a website conversion killer, and possibly gain a significant increase in website sales/leads.
Sometimes having no reviews or testimonials at all can be better than having something that looks generic or inauthentic. You can cover up the lack of testimonials on your website, by linking to your Facebook reviews or Google My Business reviews pages, but you can’t help from having your credibility hurt when people see a review that gets them to rise to many questions such as – Is it a real review? Is that a real person?
Things that help make your website testimonials look authentic?
Adding a photo of the client
If possible, consider a video testimonial
Be specific about the kind of service/product that was provided
Avoid overused words such as great, amazing, wow, etc.
Don’t use all caps
Never, but never fake it
Here are 12 Excellent Testimonial Page Examples that can help you generate copy and design ideas for your own testimonials page.
Also, check out this guide on how to use video testimonials in your marketing
There a few things that can ruin a user’s experience on a website, and not being able to find a promised offer is one of them.
If you promote an offer on social media or advertise a sale or a discount elsewhere on the web, make sure that visitors that are coming to your website are able to claim that offer easily. You can use a coupon code on your promos for example.
Same thing for offers that you only promote within your website. If you sell products on your site, make sure that the advertised offer won’t disappear during the conversion process.
When website visitors cannot claim an offer that was promoted to them, not only will be less likely to convert, but they can also lose confidence in your business forever.
Tips to gain customers’ confidence in your offers:
Do not present your coupon code on a 3rd-party website’s advertisement. Customers will usually be exposed to these promoted posts or banner ads only once, and if they don’t copy the coupon code right away, they won’t be able to claim that offer.
Use email registration forms or if you advertise on Facebook use chatbot messenger, to deliver the coupon code in a way that the customer will be able to save it.
Test your on-site purchase/conversion funnel to make sure that the promotion is available to the customer all the time during the process.
Do less of that
and more from that
Hidden or hard to find Contact Page
Local services which require making a reservation or an appointment, such as restaurants or hair salons, will usually have more telephone communications with customers. If a particular transaction or booking cannot be handled entirely via the website, the customer will want to make that phone call to book an appointment or to simply make sure that they are being taken care of by the local business. When they find it difficult to find your contact details, the chances of abandoning the website without converting increase.
How to make it easy to contact you?
Have your Contact Page visible right in your site’s header menu.
Add contact details in the footer as well
Use a floating website widget (which is free and easy to implement) for an instant one-click connection on sites such as Facebook messenger, LivePerson or Overtok.
Unclear CTA (Call-to-action) or Multiple CTAs
The call-to-action is maybe the most important element of your entire website. It should be designed and written in a way that induces the users to respond to it immediately.
Your local business website should have one primary objective, for example: generating appointment bookings, collecting leads, driving online sales. A user that is visiting your site has to see clearly what this website is for and what is required of them to do during the session. Only when the task is clear, can the user be motivated to complete it. Therefore, if you use more than 1 CTA, it reduces the chances of that user converting to your objective.
Common mistakes that you should avoid
Do not use your homepage’s above-the-fold area to invite people to like your Facebook page or any other request or invitation besides your main call-to-action.
Don’t try to be super original with the CTA button copywriting. Better to make it simple but easy to understand: Book a reservation, Book an appointment, Call us, Get a free consultation.
Don’t make it too wordy.
Don’t hide it; it should be visible within the above-the-fold view.
Things to do to improve CTA effectivity
Track analytics events: use Google Analytics events to analyze the performance of your CTA in order to make optimization adjustments and improve conversion rate.
Make it stand out in contrast to the website’s main color theme to make sure it will be noticed.
Clearly explain what the user needs to do.
Too Many Fields in Your Contact Form
Even if you’ve mastered the CTA design and placement, you still may lose many conversions if your contact form is too long. Each field you add to your contact form is statistically reducing the number of completed forms that you will generate.
For many local services, it can be enough to only ask for the name and the phone number or email address. The rest of the information can be collected later in the process.
B2B services can embed LinkedIn’s AutoFill contact form on their website.
It will automatically extract the contact details from the user’s LinkedIn profile and make it faster and easier to submit; therefore, it will increase the conversion rate.
Bad mobile experience
More than 50% of all world wide web traffic comes from mobile devices. However, it still very common for website owners to consider mostly the look of their site’s desktop version while neglecting elements on the mobile version.
There are many purchasing decisions that we make on the run with our mobile phone. Then while we are sitting comfortably in front of our desktop computer at work, we will usually be handling business purchases. For this reason, it is important for local businesses to optimize their site’s mobile version experience.
Any content or element of a local business website should be designed for a perfect mobile experience before the desktop experience.
One of the most common issues users experienced with mobile versions was slow loading page time.
A recent consumer survey found that 40% of consumers will leave a web page that takes more than 3 seconds to load!
Something that you can do right now to improve your mobile version experience is to use Google’s speed test tool. It’s a completely free tool that will generate a recommendation of how to improve your website’s load time in seconds.
A low conversion rate is the worst thing that can happen to your local business’ website. If you don’t want to see all your hard marketing work of generating online traffic to your site go to waste, try avoiding these common mistakes: Inauthentic testimonials, disappearing offers, unclear CTA (call-to-action) or multiple CTAs, hidden or hard to find contact page, having too many fields in your contact form, a bad mobile experience.
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