EM360 Digital Blog

11 Feb 2016

We Found These Website Adjustments Improve Conversions

There are so many mar­ket­ing tools to get cus­tomers to your site and to keep them inter­est­ed enough to stay. Some­times, it doesn’t seem like all that effort for heavy web traf­fic trans­lates to sales. Well, did you know lead gen­er­a­tion is pos­si­ble through your web­site? It’s true! Although we spe­cial­ize in Detroit SEO, we do much more than that. Today we are going to tell you how to gen­er­ate leads through your online B2B pres­ence. Fol­low along!


When it comes to B2B ser­vices, word of mouth and client expe­ri­ence are often the strongest sup­port sys­tems for new busi­ness. Sup­ple­ment them with the pow­er of your web­site. Leads should be pri­or­i­tized by like­li­hood to invest in your ser­vices. One brows­er might take inter­est in your ser­vice because some­day, they might need it. Anoth­er brows­er might take inter­est because they just launched a web­site and need your SEO ser­vices right away.


First and fore­most, aug­ment traf­fic to your site to opti­mize a poten­tial pool of leads. The more vis­i­tors, the more maybes. So you have two tasks: get vis­i­tors to your site and con­vince them they need your ser­vice.


We talk a lot on the blog about how to increase site pop­u­lar­i­ty. Add blogs dai­ly, weave SEO through­out every inch of your site, mar­ket on social media and com­mu­ni­cate with vis­i­tors via email. The trick is con­vert­ing vis­i­tors into clients. Here are tips and tricks to enhance your con­ver­sion rate so you can make sure that your web­site is a use­ful sales tool:


  • Pay atten­tion to how your users inter­act. The most sub­tle changes (icon col­ors, “sub­mit” v. “con­tact,” “keep read­ing” v. “more”) effect user respon­sive­ness. It is dif­fer­ent for most brands. Track the activ­i­ty with one ver­sion of these details, then change them and see if there is an increase or decrease in user par­tic­i­pa­tion. This will reveal your audi­ence pref­er­ences, and you can acti­vate them through­out the site.
  • Offer proof. We all want to know we will be hap­py with our mon­ey before we spend it. Include case stud­ies so clients can see a glimpse of the work they’ll get and include tes­ti­mo­ni­als as much as pos­si­ble.
  • Sign-up oppor­tu­ni­ties. Don’t lim­it your site to one email sign-up opp. Include an option for more infor­ma­tion, one for a newslet­ter, one for quar­ter­ly updates and one for an annu­al review. Maybe you have a list for those who would like to hear when you have client dis­counts or busi­ness gath­er­ings. Embed sev­er­al oppor­tu­ni­ties for vis­i­tors to give you their name, email and work posi­tion.


If you would like to fol­low up on and learn more about these tips, get in touch with EM360 today!


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