If you’ve got a website, the chances are it’s one of the many that’s failing. For many website owners, that fact won’t even register. That’s because these owners believe that it’s about having a “presence”.

Despite the enticing marketing of many web designers, there’s no such thing as a “web presence”. Who searches for a “web presence”? When I search, I’m looking for information or a solution to a problem. If I come across a site that offers no value, I’m gone.

For other website owners, grappling with the fact their website is failing, this will be painful and frustrating. Painful, because their site isn’t earning it’s keep (and probably costing money) and frustrating, because they don’t know what to do about it.

So, how do you know if your website isn’t working? It’s simple, no one buys, enquires, signs up to a newsletter, downloads. In other words, nothing happens. We call this a no or low conversion rate. 

Many website owners will say they need more traffic. But, it’s more important to understand how well your site converts the traffic it’s already getting. One of the best ways to increase your conversion (and profit), is to increase your website’s ability to convert. So, how do you improve your site’s ability to convert?

Eight proven conversion strategies to turn your website into a profit centre.

Strategy 1: Define Your Website’s Goal
To be successful you must define your most important goal. Once you’ve done that, then define your targets you want to achieve. After identifying your main conversion action, you can then define subsidiary conversion actions a visitor might take.

Strategy 2: Defining Your Audience
Who are you pitching at? You can’t throw a ball to everyone and expect everyone to catch it. You can only throw it to one person at a time. In the online world, we try and throw the ball to everyone in the hope that someone might catch it. Without defining your audience, your game is based on luck.

Strategy 3: Improve Your Content
Words sell! A well crafted sales letter engages your audience and will contain multiple, often subliminal, calls to action. Content is your 24/7 sales person. Remember, it’s the right words addressed to the right market.

Strategy 4: Implement a Call-to-Action
Without a clear call to action you can’t expect your visitors to know what to do. You must make it clear what’s required at every step of the way, take nothing for granted. Your visitors aren’t dumb, but they do need to be told what to do.

Strategy 5: Make it Easy for Your Visitor
Generally, the more a visitor has to do, the lower your conversion rate. For example, with forms just ask for what is absolutely required.

Strategy 6: Increase the Perceived Value
By offering something that has a perceived value, in exchange for a visitor taking an action, you could well increase your conversion rate. It won’t increase your costs, only your profits. 

Strategy 7: Improve Your Website’s Integration
There are three parts to a website: design, technology and content. These elements must be integrated into a coherent user experience. There’s no point in having a graphically eye-catching website, if the rest is awkward or clumsy. 

Strategy 8: Increase Your Website’s Credibility
The best way to establish credibility with visitors who don’t know you is to use verifiable testimonials. With a testimonial you’ll have others telling your visitors how good you are, a refreshing change from trying to do it yourself! You should also give your physical address and phone number.

Well, there you have it! If you implement these strategies you’ll definitely see an increase in your conversion rate – and profit!
Is there the possibility these strategies won’t work? Well, yes, if you’re trying to sell something nobody wants!

John Klaphake is Director of Hyperlink Ltd, a company specialising in website performance. www.hyperlink.net.nz