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Website Conversion Fundamentals: How To Turn Website Visitors into Leads

By Stephen Alberts, Countertop Marketing Co.

In the world of online marketing, having a well-designed website is crucial for converting visitors into leads. Regardless of how successful your pay-per-click campaigns or search engine optimization strategies are, you risk losing potential customers to your competition if your website fails to engage users and convey a compelling message. To maximize the profitability and revenue of your online marketing efforts, it’s essential to focus on website conversion fundamentals.

One of the key factors in website conversion is authenticity. People relate to real people — not staged environments — so it’s important to avoid using stock photography whenever possible. Instead, incorporate photos of your team, showroom, or even your trucks. These visuals help create a personal connection with your audience, making them feel more comfortable and confident in choosing your company. When it comes to content, craft messaging that resonates with visitors; for example, if someone is looking for a countertop, the first message they see on your homepage should reinforce trust and reliability — an emotional connection. Highlight your company’s values and include a call to action, such as encouraging them to call for an estimate or book an appointment. Remember, they have multiple options, so provide compelling reasons they should choose you.

Your company logo should be in the top left-hand corner. A brief blurb emphasizing that the company is family-owned and operated adds a personal touch. The main navigation should be easy to find, with clearly descriptive links that guide visitors through your site. Use social media to drive traffic to your website by showcasing videos, project photos and community interactions. Lastly, make sure your website is mobile-friendly and make all important information easily accessible.

Incorporating web forms throughout your website is essential for capturing leads. Ensure that each page has a web form or, at the very least, have one on the “Contact Us” page. This enables visitors who may not be ready to make a phone call to provide their contact information. Ensure your phone number is prominently displayed in the website’s top right-hand corner, along with a clear call to action telling visitors what to do next. For our clients, we like to put the phone number at the top and then add a button that says, “Get Estimate” or “Get Quote.” Also, remember to leverage your reviews, testimonials and videos to provide additional proof of your company’s credibility. Videos are incredibly effective, catering to both visual and auditory learners.

When writing content for your website, address the specific concerns of your target audience. For instance, if someone wants to refresh their kitchen, include messaging that speaks directly to their needs. After each block of text, provide clear calls to action, such as scheduling an appointment or getting an estimate. Include links to other relevant pages, such as your “About Us” section, special offers and before-and-after images of completed projects. Provide content that showcases your expertise and professionalism, making visitors think, “This shop knows what they’re doing.” Emphasize why they should choose your company over the competition.

When considering the conversion factors of a website, it’s essential to optimize the content “above the fold.” This is the top half of your website, what’s visible to the user when they land on your page without scrolling down. Include attention-grabbing headlines, bullet points, calls to action and lead-capture forms. Incorporate a dedicated section for user engagement, focusing on your company profile to establish credibility. A blog section keeps visitors informed and enhances your shop’s credibility. Testimonials are crucial for earning trust, and including a “Read More” link that redirects to a testimonial page provides additional social proof.

Optimizing your website for conversions is a fundamental aspect of online marketing success. By incorporating authentic visuals, compelling messaging and clear calls to action, you can increase the likelihood of converting visitors into leads and leads into jobs. Address their specific concerns, provide external proof of your credibility, and make it easy for visitors to contact you. Analyze and optimize the various conversion factors on your website to ensure a user-friendly interface and maximize conversions. With a well-structured and persuasive website, you can effectively convert visitors into valuable leads for your shop.

Countertop Marketing Company Internet Marketing for Fabricators FREE BOOK FOR COUNTERTOP SHOPS! Digital marketing can be confusing, but it can completely change your countertop company when done correctly. This article is adapted from chapter 7 of Stephen’s book, The Complete Guide to Internet Marketing for Countertop Shops. To learn more about how to up your online game, get a free copy of the book at www.countertopmarketingco.com/book/.

About the Author
Stephen Alberts is the owner of the Countertop Marketing Co. and STONE ENGAGE. They specialize in helping countertop companies grow the retail side of their business outside of word-of-mouth and referrals. They also offer software to help you engage more with customers and close more countertop projects. To learn more, visit www.countertopmarketingco.com or www.stonengage.com. You can also email Stephen at steve@countertopmarketingco.com.

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