So your business has a website, and you’re trying to figure out why it doesn’t do a better job of converting visitors to customers. At Local Marketing pros, we have been helping local businesses get more sales from their websites for over 12 years and we have enjoyed watching our clients achieve amazing results.

Although every website (and business) is unique, there are a few common elements a business website needs to transform from an online brochure (business expense/liability) to an always online sales machine (business asset).

In this article, I have broken down the main elements your website needs to start closing more sales for your business.

1. Your message or content is not clear.
   
   When a visitor comes to your site, you have just a few pressure seconds to grab their attention and get them to take action. To help maximize your website’s ability to convert visitors into new customers, your website needs to pass the caveman test.
   
   What is the caveman test? It is messaging so simple, even a caveman can quickly identify what you offer, how it will make their life better, and what they need to do to buy it.

If your website can’t pass the caveman test, then your message is too complex and that is costing you sales!

So how do you fix it?

Take a few minutes and evaluate the messaging at the top of your website.  If you have any technical terms or any vague messaging, replace it with a more consumer-focused message and be very clear about what you offer, how it improves your new customer’s life, and how they can start doing business with you.

2. The ways to buy are not noticeable or obvious.
   
   The most common mistake we see with calls to action on websites is vague terms like “Get Started,” “Learn More,” or “Click Here.” While any call to action is better than no call to action, the examples shared are very vague and make the visitor have to think about what clicking that button or link will actually do for them.
   
   Many website owners also have their buttons and links in colors that blend into their site.  This is troublesome because your customer will not search for what to do next, they need you to show and tell them.
   
   So how do you fix it?
   
   When it’s time for your customer to take action to do business with you, don’t be shy! Now is not the time to be passive-aggressive, it’s time to be bold & strong. Remember to not only be strong with the words you use but also make the buttons and links stand out with a noticeable color.
   
   Your prospect is on your website and you have their attention, so it’s time to ask them to let you use your expertise to help them fix their pain or problem.  If you don’t ask, they will go somewhere where the business or website does.
   
3. You do not share the cost of not hiring you.
   
   I see it all the time, the website owner talks about their years of experience and their awesome reviews, but they fail to let the visitor understand the pain of not hiring the business.
   
   How do you fix it?
   
   I like to use the analogy of salting or seasoning meat for a meal.  Too much salt and the entire meal is ruined, but just the right amount of salt helps make it the best meal of the week.
   
   The same can be said for your message.  If “salt” your visitor’s pain or need a little bit, they feel the right amount of emotion to start the process of hiring your business.  However, if you get too heavy on the salt, they are going to get scared and move on.
   
4. You are not sharing the success of customers who have hired you
   
   Just as important, but the opposite of the point just above…you are not communicating the value and benefits they receive by hiring your and your business.  If you are not highlighting your past client success stories, then your current prospects may not have the confidence to do business with you.
   
   How do you fix it?
   
   Give your visitors and prospects the confidence to do business with you by featuring customer success stories.  Share testimonials, before & after images, case studies, and any other media you can to help your current visitor imagine themselves with the same success.
   
5. You’re not sharing your plan or process
   
   This is the critical part of the journey for your website visitor because it’s time to buy.
   
   Because you have fixed the other issues listed above, your visitor already understands what you offer and how to buy, the pain they will feel if they do not buy, and the benefits if they do…but if you have not shared the process.
   
   BUT…they could leave before making a purchase if they perceive a complex or risky process of how or what you do to deliver your product or service.
   
   So how do you close the deal?
   
   Have a section on your homepage (and your product/service pages) that shares the three to five steps it takes your process with your visitor. Sharing the purchase and delivery process in a quick and easy-to-understand way allows your new customer to have peace of mind as they begin the purchase process with you. 

And…so…what now?

I would not be surprised if this article has your head spinning.  You might even have your website open in another tab and are looking it over for the issues I mentioned above, and hopefully, you already have some ideas on how to apply the needed changes to your website.

However, if you have questions or want to discuss a unique need you have, click here to book a free 15-minute discovery call with me. 

If you want us to grade your website (& business), please take advantage of our complimentary local website & business grader.