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- Instant Boost In Website Performance | 3 Simple Steps
This week is going to be pretty quick detailed (I scratched that out because that was the original plan but I started writing and got way more in depth than originally planned—you’re welcome lol). But super powerful.
Let’s talk about how to turn your website into a conversion machine.
Also while I was writing this, I came across a post on LinkedIn from a huge global ad agency that basically reinforces and adds some more detail to what I mention below. Check it out here. There’s also a video in the comments if that’s your thing.
This past week I’ve seen several lousy websites.
Confusing… Too much random information… Broken buttons/links... No clear call to action... And even more.
A big problem with websites is that too many people focus on making them look pretty instead of making them do their job - capture leads and make you money.
It’s been proven over and over that ugly websites can (and do) convert better than fancy, pretty, image heavy websites. (But not just because they are ugly, of course)
If you want more proof of this, just do a quick google search. There’s plenty of examples backed by science and real world results.
Now I’m not saying go make your website ugly. I’m just saying that it’s the message, content, and intent that create a winning website — NOT pretty images and flashy layouts.
It all comes down to basic psychology.
So what exactly do you need to do to improve your website?
We’ll just cover the 80/20 for now. Meaning the 20% of your website you need to focus on to get 80% optimized.
This 20% can be broken into 3 main things. All 3 of these should be ABOVE THE FOLD:
(If you don’t know what ‘above the fold’ means… it just means the section of website that is visible without having to scroll. People have a short attention span and won’t scroll unless you give them a reason to. The ‘above the fold’ area will be different on different devices. So make sure your website is optimized for desktop, mobile, and tablet. Be sure to check several devices to make sure. Mobile is most important these days.)
1. Headline
The headline should be benefit driven and include your Unique Selling Proposition (USP). You can also include a subheadline to add more details or split it up if needed.
Take a look at my BizBoost Weekly subscribe page for example.
(Now I’m not saying this is perfect. Especially when this platform is limited on the layout —but only because they know simple works. But it’s a good example of including benefits and a USP in your headline.)
My benefit and USP are kinda lumped together:
“Grow your business without losing your mind.”
See how this is much better than saying “Subscribe to my weekly business newsletter”?
Here’s another example from a big name company, Discord (in case you don’t believe little ol’ me lol):
This example also shows you can be visually appealing while also optimizing for conversions
Notice the very benefit oriented headline that also includes their USP: “Group Chat That’s All Fun & Games”.
Then they use the subhead to provide more detail about what they do.
2. Call To Action (CTA)
Your call to action (or CTA) should usually be in the form of a button with a color that stands out. Red and blue are common button colors for this. It’s crazy, but certain colors are proven to convert better than others.
The text should be action driven and not generic.
For example: “Click Here For Your Free Instant Quote”
And not: “Submit”
Reinforce what your lead is doing by clicking the button.
Take Linktree for example: “Start my 30-day free trial”
If you’re a business that likes phone calls, I would also recommend putting another button up in the header with your phone number. A call button can also be your main CTA if you prefer, but most people don’t like talking on the phone these days. So an estimate form or some other offer usually works best for the main action.
Now include some reviews and/or trust symbols.
This can be in the form of google reviews from happy customers, industry awards you or your company has won, or big brands that you have done work for.
This can also be seen in Linktree’s landing page. It’s not above the fold, but the very next section is a scrolling bar of all the famous creators and brands that use their service.
(I just noticed the reviews banner on my Systomesh website is broken. Time to go fix that I guess)
And that’s basically the 80/20 of creating a better website landing page.
Of course there’s a ton more that can be covered on websites, but try out these main 3 using the screenshots above for inspiration and let me know how it goes.
Bonus
There are a few other things that can help your website performance I’m going to give honorable mentions to:
Chat Widget
Chat widgets can be AI assistants or live chat personnel that answer questions and book appointments or a simple lead capture form.
This basically gives your customers another option to show their interest in your business. Some people like clicking buttons and filling out forms. Some people like phone calls. Some people like chat widgets.
Popup
A popup can be used to showcase limited offers/discounts, offer lead magnets, provide more details/benefits, or as a one last attention grabber to get your visitor’s attention.
Popups can be triggered by exit intent or just timed.
A/B Testing
For further improvements, it’s best practice to continually A/B test everything.
I’ll probably cover this more in depth in a future issue.
But testing is one of the reasons HighLevel is so powerful. You can easily set up split tests and track the performance in real time.
I think that’ll do for now.
You have one week to implement before I hit you with the next tip.
Let me know if you want me to take a look at your website and make some recommendations.
See ya next week,
Taylor Coffin
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