It’s a tale as old as Internet marketing itself: you have a website that gets some traffic, but that’s about it.

Listen: times have changed and so have our visitors. Long gone are the days of slapping together your company site and hoping for the best. Given what we understand about today’s traffic and what makes them tick, any given site absolutely must be optimized for conversions.

Chances are, you can’t afford to gamble with your marketing budget. Instead, consider why investing in conversion optimization for your business’ site is perhaps more important than ever.

What Does Conversion Optimization Mean for My Company?

Conversion optimization is much more than just another marketing buzzword. In short, optimizing your site for conversions represents a business ability to…

  • Encourage your cold traffic to become warm leads
  • Ensure that your visitors take the actions that you want them to take, whether that means contacting you directly, making a sale or sharing your content
  • Get the most bang for your buck in regard to your website, search presence and marketing budget

Given the blood, sweat and tears that go into your company site, why wouldn’t you want it to be the best it could possibly be? In an era of marketing dominated by the mantra of “always be testing,” it pays to truly know what’s working and what isn’t on-site.

What Conversion Optimization Means for SEO

Beyond ensuring that your site is as friendly as possible to your prospects, the SEO benefits of conversion optimization are impossible to ignore. For starters, a well-optimized site…

  • Has a lower bounce rate, which is a positive signal in the eyes of search engines as it means that your content is relevant and worthwhile to visitors
  • Targets relevant keywords that can help you rank for search queries over time versus leaving potential traffic on the table
  • Has an increased likelihood of building links: your visitors are more likely to link to an attractive, well-optimized site versus a jumbled mess

Again, beyond supercharging your potential for business, a well-optimized site is prime for a stronger search engine presence. The more optimized your site is, the more likely it is to drive traffic.

The Opportunities Behind Conversion Optimization

Think about it: what happens when your site ticks all the boxes of converting customers versus your competition? The opportunities afforded by proper conversion optimization include the following:

  • The ability to outrank your competitors and potentially even steal their traffic: the more you have sales pages and copy that kills it, the more likely you are to dominate your niche or local industry over time
  • You can stop scrambling for business and instead have fresh leads coming to you consistently: conversion optimization could potentially put a good chunk of your marketing on autopilot as you drive more targeted traffic
  • You can determine what marketing messages and strategies work best for your business: the more you test and optimize your site, the better you hone your strategy over time

In other words, the benefits of conversion optimization go far beyond just your website.

Growing Your Sales and Leads

Of course, the ultimate goal for any business online is to improve their sales and ensure that they get as many leads as possible. Not only does a well-optimized site drive more organic leads through search engines, but can also help drive targeted traffic through your paid and traditional marketing efforts. Your site essentially represents a magnet that pulls prospects in: if your site is optimized for conversions, they’re more likely to stick around, click and convert into customers.

What Does Conversion Optimization Entail for My Business?

So, what actually goes into the process of conversion optimization? For starters, the following are tested and optimized as means of improving your site’s ability to sell and drive traffic, including:

  • Web design, including your site’s architecture, linking structure and color scheme: these elements ensure that your site is easy to navigate
  • Your calls-to-action, ensuring that visitors actually know where to click and have a reason to take action
  • On-site copy, making sure that your marketing message resonates with visitors
  • Imagery, ensuring that your site catches the eyes of your traffic versus being another face in the crowd

Remember: optimizing your site is not a “one and done” affair. By testing the aforementioned elements, you can figure out exactly how to generate leads and increase the likelihood that your traffic turns into customers over time. You may be surprised at how the smallest tweaks in your design or copy can have huge returns.

Conversion optimization should be a matter of “when,” not “if,” for today’s brands online. Given the legwork that goes into optimizing your site, you shouldn’t be expected to go it alone. To learn more about the process or get started, feel free to contact us to understand how we can help.

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