6 Essential Elements Every Website Must Have to Convert Visitors into Paying Customers
How would you like to have more of your website visitors contacting you to buy your products and services? How would it feel to fill your open business schedule and maximize the number of events you host each week? And what if you could achieve these results without spending a dime on paid advertising?
The truth is, you can book more weddings and events at your venue by simply making a few changes to your website.
A well-organized and properly designed website can help you get more leads online. And more leads means the opportunity to close more sales, leading to an increase in revenue and profit as a result.
Let’s face it… the only reason you want a website is so that you can get more business from it, right? You want your website to get results. That’s why you’re willing to invest time and money on your website: to receive a positive return on your investment.
However, what many business owners don’t know is that there’s a specific process to creating a site that generates leads and converts visitors into paying customers.
There are specific things that your website must have and do that will help you book more weddings at your venue. If you don’t have these elements on your site, then you may as well be paying for an extremely elaborate and expensive business card or brochure.
Many people think that a great design is all they need, completely forgetting that the goal of their website is to convert visitors into leads, and leads into sales.
In this report, you’ll learn the 5 most important elements that your website must have in order to generate more leads for your business.
Continue reading below to learn how you can transform your website into a lead generating machine…
Easy-to-Find Contact Information
Essential Element #1
When your contact information is prominently displayed and easy-to-find on your website, prospects will be far more likely to contact you and become paying customers for your business.
However, without this critical element on your website, you’re making it harder for your visitors’ to contact you, which is a surefire way to leave money on the table.
You might think this is an obvious element to include on your website; it’s a no-brainer, right? But you’d be surprised at how many companies fail to include their contact information on their website, or they make it extremely difficult to find, which can create a frustrating user experience.
Solution: To make it easier for your website visitors to get in touch with you to buy your products or services. Be sure to include your phone number and email at the top of your website, where it’s easy to find and impossible to miss.
By prominently displaying your contact information, you’ll create a frictionless, more pleasant user experience for your website visitors. People will know exactly how to get in touch with you to book their events at your venue.
Utilization of Modern Technology & Design
Essential Element #2
The internet is constantly changing and evolving, so in order to stay relevant online in the eyes of your target audience it’s important that your website utilizes modern technology and design elements.
If you don’t keep your website up-to-speed with the state of the internet, your visitors will assume that your company is outdated and that you’re not invested enough in your business to provide the optimal user experience for your customers.
For instance, did you know that Google now ranks websites depending on whether or not those websites are mobile-friendly?
And according to Google, more searches now take place on mobile devices, such as smartphones and tablets, than on computers — which is especially true with young people (aka: your target demographic).
So if your website isn’t designed for easy viewing on mobile devices, not only will your prospects and customers have a bad experience on your website, but Google can actually move your website down in their search results, which means fewer visitors and less sales.
Solution: Make sure your website is mobile-friendly so your mobile visitors can easily view your website. This will ensure that you also remain in Google’s mobile search results.
It’s also important that you include links on your website to your social media accounts, and that you make your content and images shareable on popular websites like Pinterest, so that other people can easily find you and spread the word about how much they love your venue.
Look as Good as You Are with Professional Photos
Essential Element #3
As you know, weddings are special events that your customers will want to remember for the rest of their lives. And with professional photos, your website can help customers vividly imagine exactly what it would be like to work with you.
If you don’t have professional photos on your website, your prospects won’t know what to expect.
You’ve put a lot of effort into making your venue a beautiful, unique place to host weddings and events. So your website should showcase alluring photos that properly represent the elegance of your event space.
Solution: Most couples hire professional photographers to capture all the special moments of their wedding day. If you haven’t already, you can ask those photographers to use some of their photos on your website.
Once you have better, more professional photos on your website, brides and grooms will have a clear image of how spectacular their wedding can be at your beautiful venue, and they’ll be more compelled to book their wedding with you.
Testimonials & Social Proof
Essential Element #4
Reviews and testimonials are a huge deciding factor in whether or not your leads and prospects will become your next paying customers.
In fact, a recent survey by BrightLocal revealed that 97% of consumers aged 18-34 read online reviews for local businesses.1 Websites like Amazon, Yelp, and Facebook have popularized the use of reviews and people believe them as much as personal recommendations.
Additionally, your prospects often look to social media to see what others are saying about your business and services. They want a place to connect and receive information from you, so it’s important that you keep your social accounts active and up-to-date.
Solution: To give brides and grooms more confidence in your company, it’s essential that you ask for testimonials from your customers online. Publish your customer reviews to your website and add links to your social media accounts so your audience can spread the word about how awesome your business is.
To add even further credibility, include the names and photos of your customers who give you testimonials, and you’ll be sure to get more brides and grooms calling your venue to book their wedding with you as a result.
Essential Element #5
A compelling call-to-action can dramatically increase the number of calls and emails you receive from brides and grooms who are interested in booking their wedding at your venue.
Without an effective call-to-action, your visitors won’t fully understand the value of working with you, and therefore they won’t be as motivated to take the proper steps to become paying customers.
An example of a common call-to-action is the phrase, “contact us.” However, it’s short, vague, and doesn’t offer value to the customer. A more compelling call-to-action does more to demonstrate the value of what you have to offer and to elicit a specific action from your website visitors.
For instance, a better call to action would be a phrase such as: “call now to speak with one of our professional event planners about your wedding day, receive a free estimate, and hold your place on our calendar.”
Solution: To generate more leads from your website, add clear, concise calls-to-action that demonstrate value. This way, your visitors will be able to easily tell which step you’d like them to take next towards becoming a paying customer.
Include a Special Offer that Provides Value
Essential Element #6
While the main goal of your website may be to provide information about your services, surveys show that 96% of your first-time visitors aren’t ready to spend money with you2. However, they might be ready to do something else, such as learn more about your business.
If you don’t make an effort to develop a relationship and provide value to your website visitors, they won’t get into your list of leads and you’ll likely end up losing their business.
So, if you want to convert more visitors into leads and customers, then it’s important to nurture your prospects through your marketing and sales process until they are ready to buy.
Solution: The best way to establish trust is to demonstrate value by sharing educational content such as whitepapers, ebooks, guides, or how-to videos. By providing prospects with valuable information they’ll realize the value of your services without a sales pitch.
Also, rather than sharing this valuable information directly on your website, you can acquire even more leads by requesting that your prospects share their email address with you in order to download your offer.
By requesting their email address in exchange for valuable information, you’re initiating the first transaction (a micro-commitment), and you’ll have their contact information so you can keep in touch and provide more value until they’re ready to become paying customers.
Invest in a Professional
With more and more business being conducted online, your website is often the first encounter a potential customer will have with your company, so it’s essential to make sure it’s the highest quality.
By utilizing the 6 elements listed above, your site will attract higher-quality traffic, will be more likely to convert leads into customers, and will simply provide a better experience for your visitors.
Beautiful websites that are easy to navigate, provide value to visitors and grab their attention have a better chance of converting visitors into paying customers.
It could be one of the best investments you’ll make to have an expert take a look at your site. Better yet, contact a professional and to get a custom website built just for you.
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