Pillar: Convert · Website Conversion · Services Page · Week 3 of July · Related Posts | Week 1: Buyer’s Process | Week 2: Show up on Google
Table of Contents
Start by asking a question most business owners skip: what are you actually converting people to, a conversation or a sale?
The answer changes everything.
If you want to know how to improve website conversion, start with what a lead actually needs: information and choices. Give them both, make the next step obvious, and your website conversion will look after themselves.
Here is what that looks like in practice.
Why is one big services page costing you leads?
Make it clear what services you offer, and do not try to squeeze all of them onto one page.
If someone is looking for lead generation, do not send them to a page that focuses on web development. People who have already been searching do not want to land on your website and then have to search all over again.
Break your services down.
If someone searches for water blasting, send them to a page that talks specifically about water blasting and explains your process. They found you because they have one particular problem. Meet them there.
What are the three choices every website must offer?
I harp on about this, but I still see so many websites that do not cover these three options.
When someone has decided you are the person they want to deal with, they will usually want to do one of three things.
First, they are ready now.
“Yes, I want my driveway water blasted. How do I contact this person?” Make it easy. Have a click-to-call button because this person likes to make a decision and take action straight away.
Second, they are not quite ready, but they have questions.
Have a contact form, and please make sure it asks for a mobile number, not just an email address.
Here is why. You might respond to their enquiry by email straight away, but if your reply lands in their junk folder and they never see it, they may be sitting there thinking, “I cannot be bothered dealing with this business. They could not even be bothered responding to my enquiry.”
Meanwhile, you think you have responded.
A form that only asks for an email address can let both sides down. With a phone number, you can call them. If they do not answer, you can leave a message and send an email as well. They can never say you did not try to get in touch.
Third, they may simply want to send a message.
Chat, Messenger or WhatsApp, whichever suits your business. Connect it to your website so starting the conversation only takes a few seconds.
Does your response speed matter?
Absolutely, because your response is part of the website conversion.
If someone calls, get back to them. If an enquiry comes through by email, email them back. Acknowledge every enquiry because the person on the other end does not know what happens next until you tell them.
If you use AI or chat automation, do not let it respond with a generic message. People can tell when they have not actually reached you.
Be transparent. Say something like:
“This is my AI answering service, but I will get back to you personally within the hour.” Keep it honest and show that you have done your best to acknowledge their enquiry.”
Why do reviews improve website conversion than testimonials?
People who are not ready to buy are usually looking for one thing: whether they can trust you.
Do not hide your reviews somewhere people cannot see them. Put them on display. It is also important to understand the difference between a review and a testimonial.
I have a customer with testimonials all over his homepage, but he does not realise why people tend to ignore them.
A testimonial can be written by anybody. A Google review has to go through a validation process before the public can read it. That is why buyers are more likely to believe them.
What does this mean for you?
Run this quick check on your website today.
- Does each service have its own page?
- Can a visitor call you in one tap?
- Does your contact form ask for a phone number?
- Is there a messaging option connected to your website?
- Do you acknowledge every enquiry?
- Are your Google reviews clearly displayed?
Every “no” on that list is a lead leaking away.
What is the next step?
Whatever method you use to convert, the principle is the same.
Have the answers, give people choices and let them know what happens next.
If you would like a second set of eyes on your website, looking at it through your buyer’s eyes, book a free discovery call, and let’s take a look at what Google can and cannot see about your business together.