How To Turn Your Website Visitors Into Paying Customers

Having a website is essential if you want to attract clients or customers online. Whether you are driving traffic to your website via search engines, social media or via paid ads, getting people viewing your content is crucial if you want to make more sales, get more enquiries and grow your business.

Whilst driving traffic to your website is important, this isn’t all you need to consider. There isn’t much point in loads of people viewing your website if none of them become paying customers.

You may be thinking that the more people viewing your site the better… because more eyes on your content means more sales, right? Sure, to an extent. But it’s important to focus on the right audience. Getting your ideal customers viewing your website is far better than loads of viewers who have no interest in your services.

In order to make sales, your traffic needs to CONVERT.

Here are some tips to turn your website visitors into paying customers:

Clearly Define Your Target Audience

In order to turn your web visitors into customers, it’s important to know WHO your target audience is. It’s difficult to attract web visitors that have an interest in what you offer without knowing exactly who you are aiming to attract. Clearly define your target market and make sure you know who your ideal customers are.

A handful of visitors that have an interest in what you do will result in more sales and enquiries than thousands of visitors that aren’t interested in anything you have to say. Attracting web visitors with the right INTENT will result in more sales, leads and enquiries for your business.

Social media, email marketing, facebook ads, google ads, content marketing and PR are all great ways to drive traffic to your website. Search engines are also one of the best ways to drive people to your site as you can attract potential clients as they are searching for the exact products or services you provide.

But don’t aim to target everyone. Target your ideal customer. Get the right eyes on your content and your visitors are far more likely to become paying customers or clients.

Drive Your Ideal Customers to Your Website

There are a number of ways to drive your ideal customers to your website:

Use Search Engines – Target the keywords that your ideal audience are searching for. This will bring potential customers directly to you once your website is ranking well. What better way to drive people to your site than when they are actively searching for the services you provide!

Use Social Media – There is no denying the power of social media. Once you have built a following on Facebook, Instagram, Pinterest, LinkedIn (or whatever your platforms of choice are), you’ll have an active audience to promote your services to and drive traffic to your web pages. Just to be clear though… you don’t have to have a huge social media following to have an active audience.

Paid Ad’s – Advertising is a great way to drive more people to your website. Whether you use Facebook ads, Instagram ads, pay per click ads, display ads or any other form of digital advertising, you can significantly increase your website views. Get your targeting right, get your message on point and you’ll be able to build an audience of your ideal customers.

Email Marketing – Growing your email list and sending out regular emails is a great way to engage with your audience. Promote your offers and services and include links to your website to drive more people to your web pages. Again, this isn’t about targeting as many people as possible. A small email list of engaged readers will likely result in more conversions than a huge list of uninterested people

Make Sure it is Clear Exactly What You Offer

Once someone lands on your website, it should be clear exactly what you provide within a few seconds of viewing the page. Whether a visitor has found your site via social media, Google, a paid ad or by recommendation, your home page (or landing page) should clearly state WHAT you do and HOW you can help them.

The content of your page needs to satisfy the intent of the reader pretty quickly, ideally within a few seconds of landing on the page. People won’t stick around if they have to read loads of info or scroll down for ages to get to the point.

  • Grab the readers attention instantly.
  • What services do you provide?
  • How can your services help them?
  • Why should they hire you?

This should be clear within seconds of viewing your page.

By driving targeted traffic to your website, focusing on the intent of the reader and satisfying it almost instantly, your viewers are more likely to get in touch, submit an enquiry or hire you.

Write Compelling Copy That Resonates With Your Audience

Your web copy (the written content on your website) should be clear, concise and written for your target audience. Write compelling copy that resonates with your visitors. Be formal and corporate if that fits your brand. Be conversational and laid back if that’s more suited to your specific audience.

Keep your content consistent throughout your website and across all of your marketing channels so that your message remains constant regardless of where your traffic is coming from.

Make sure your website showcases your expertise, your knowledge and your experience as well as your products and services.

  • Build Trust
  • Establish yourself as an expert in your field.
  • Use your sales pages to promote your services.
  • Use your blog to provide useful, informative articles.
  • Make it clear exactly how you can help them.
  • Write for your audience and keep your ideal customers in mind.

The way you write your content could be the difference between your visitors becoming your next client / customer and your visitors leaving your site without getting in touch or making a purchase.

You don’t need to be a professional copywriter to write compelling copy but you do need to write interesting, engaging content in order to convert visitors. 

Add Testimonials or Reviews

Trust is a big deal.

Potential customers need to know that you will do exactly what you say you will do.

Include reviews or testimonials on your website so that your readers can see what other people say about you.

Include Clear Call to Actions

What do you want your visitors to do whilst on your website?

Do you want them to submit an enquiry, buy a product, download an ebook, request more information, sign up to a mailing list or subscribe to a membership program… Do you want to direct your readers to a specific landing page or form…. Or do you simply want them to get in touch and start a conversation with you?

Including clear call to actions makes it easier for your readers to do any of these things.

A call to action (CTA) is simply a button, form or line of text that requires the reader to take a specific action.

This could be a ‘buy now’ button or an enquiry form. It could be a signup form or a ‘download now’ button.

Think about what you want your visitors to do whilst they are viewing your web page.

For many service based businesses, getting your readers to submit an enquiry is a useful action to take as you can then engage in a conversation with them. A ‘contact us’ button or a short form would be a great CTA for this.

Or perhaps you have a booking system and you want your readers to schedule an appointment…. Make it as easy as possible for your readers to schedule an appointment by including a prominent CTA.

If the aim of your page is to sign people up to your mailing list, your CTA would be a clear signup form guiding your readers to sign up.

Think carefully about where you place your call to actions. If there is something specific you want your readers to do, place this where it is easy to see, without having to scroll through the page to find it.

Don’t use too many CTA’s on one page as this can be quite confusing for your readers.

Make it Easy to Get in Touch With You

As well as having clear call to actions, it should be very clear how your readers can get in touch with you.

Include a contact page with your email address, social media links, address and phone number. Including a contact form along with your contact info makes it really easy for people to send you a message or submit an enquiry.

It’s also a good idea to include your contact info in the footer (or header) of your website so that your contact details appear on every page of your site.

Make Sure Your Website Is Easy to Navigate

It’s not only the content on your website that’s important. The design of your site is also essential for retaining viewers and increasing conversions. Make sure your website is user friendly and easy to navigate. Make sure you have a clear navigation menu, make sure it is clear exactly what each page is about and avoid any duplicate content.

Make sure there are no broken links on your site so that the user’s journey through your website isn’t interrupted by any error pages.

Make sure your website provides a great experience for your readers on all devices. Most web building platforms provide responsive functionality as standard (meaning your website content looks great on all devices and screen sizes) however some custom built sites or websites that were built a number of years ago may not be fully responsive.

Make Sure Your Visitors Can Easily Find What They Are Looking For

Your visitors are looking for something when viewing your website. They might be looking for the products or services you provide or they might just be looking for some information. 

Clearly showcase your services, if you offer multiple services, makes sure your pages are easy to find and are no more than a couple of clicks from the home page. Highlight important information using call to actions to direct your visitors to further information and make sure your home page clearly displays the most important information about your business near the top of the page. No one likes to spend ages scrolling to find what they are looking for.

Page Speed

You should also check that your web pages load quickly.

No one likes a web page that takes ages to load. In fact, your viewers are likely to leave your site before reading any of your content.

Your viewers won’t wait around for your pages to load. They’ll simply leave and find one of your competitors instead.

Summary

There are numerous things you can do to convert your web visitors into paying customers.

  • Make sure you are targeting the right audience.
  • Drive targeted traffic to your website.
  • Create compelling copy to promote your services.
  • Showcase your skills, expertise and experience.
  • Include testimonials or reviews to build trust.
  • Include clear call to actions and make it easy for people to get in touch with you.
  • Make sure your website is user friendly and easy to navigate.
  • Always be open, honest, authentic and transparent with your readers.
Emma Schwartz

Emma Schwartz

Emma is a website optimisation specialist with many years experience providing expert advice and support for small business owners. She enjoys writing, blogging, building websites, taking computers apart and spending quality time with her two children.
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