IN THIS ARTICLE · 9 PARTS
Most businesses try to get more visitors. Often the faster win is to turn more of the visitors you already have into customers. If one in a hundred visitors contacts you today, getting that to two in a hundred doubles your enquiries without a single extra visitor.
Find where people drop off
Look at your website like a stranger would, on a phone. Where do you hesitate? Where do you have to search, scroll or guess? Those are the places where visitors leave. If you have analytics, look at which pages people leave from most: how to measure what your website brings in. Free tools such as Microsoft Clarity show heatmaps and recordings of real visits, so you can see where people hesitate [1].
Make the next step obvious
Every page needs one clear next step, and it should be impossible to miss:
- a button with a clear verb: "Call now", "Book a visit", "Get a quote"
- the phone number at the top, clickable on phones
- the same main action repeated after each important section
Buttons that say "Submit" or "Learn more" convert worse than buttons that say what happens next.
Shorten the form
Every extra field loses people. For a first contact you usually need a name, a phone number or email, and one short question. Everything else can wait for the conversation. Tell people what happens after they send it and how quickly you will answer. Nielsen Norman Group's form research says every field you remove should increase the number of people who complete the form [2].
Remove doubts
People hesitate when they are unsure about price, quality or reliability. Answer those doubts right next to the button:
- a starting price or price range
- a few short reviews
- photos of real work and case studies
- guarantees, years of experience, a real address
Speak to one person
Write as if you are talking to one customer with one problem. "Your boiler fixed today in Varna" converts better than "Comprehensive heating solutions". See how to write the texts for your website.
Answer fast
The best website in the world does not help if enquiries wait two days for a reply. Many people contact several businesses at once, and the first good answer often wins. Make sure enquiries reach your phone and that someone answers them the same day.
Test one change at a time
Change one thing, such as the headline, the button text or the form, and watch what happens over a few weeks. Keep what works. Comparing two versions like this is known as A/B testing [3].
More customers do not always need more visitors. Often they need fewer doubts and fewer steps.
Start with the basics
If your site is missing the fundamentals, start with what a small business website needs to bring in enquiries and how a website can grow your sales. Improving a site step by step is exactly how our monthly plan works.
References
- Microsoft. "Microsoft Clarity." clarity.microsoft.com
- Nielsen Norman Group. "Website Forms Usability: Top 10 Recommendations." nngroup.com
- Wikipedia. "A/B testing." en.wikipedia.org
