Your website is a major marketing tool that, if set-up properly can produce calls, walk-ins, appointments,
newsletter sign-ups, or really anything your business needs. Setting up a website is one thing. Getting it to convert visitors into clients or newsletter subscribers is something else.
So what, specifically, is a website conversion? A conversion rate equals the percentage of website visitors who take a specific action on your website. It could be contacting you for an appointment, signing up for your email newsletter, learning more about your services, reading your blog, etc. Whatever you aim to be the goal action for website visitors to take, is your “conversion”. Here are five easy ways to increase conversions on your website and drive more traffic this coming tax season.
Clear Calls to Action
Do customers know what to do or where to go when they get to your website? One of the easiest ways to increase conversions is to guide visitors where you want them to go with clear calls to action. That could mean a pop-up that prompts them to enter their email address, a big bold contact form button that catches their attention, or other design features that draw attention to your calls to action. Make sure any action you want a visitor to take is clearly stated and that your calls to action are above the fold.
Simple Navigation
If website visitors don’t know where to find the information they need, they will not likely convert to customers. Your website should be easy to navigate with clear categories and sub-categories that have accurate navigation titles. Visitors need to have a general idea of what they are going to find on a page before they click on it.
Build Trust and Confidence
Website visitors need to feel confident that you are an expert in your field and that you can prepare their tax returns accurately. There are many ways you can do this from your website. Here are some examples.
- Provide social proof with customer testimonials.
- Offer a money back guarantee. For a good example, check out the Triple Guarantee our sister company, Peoples Tax offers.
- Include trust seals on your website (for example from the Better Business Bureau or other local organizations that show credentials).
- Show your expertise with free downloads and valuable information. For example, The Income Tax School offers lots of free whitepapers that give students and tax preparers valuable information while showing our knowledge as experts in the field of tax preparation training.
Clear Contact Info
Your contact information should be the most prominent thing on your website. Make sure your phone number and email are clearly posted in multiple places. Consider installing a contact form, a live chat option, or a “Schedule an Appointment” button to your home page.
Explainer Video
If you want a quick way to deliver your message, an explainer video is an excellent feature to add to your website. If you have a lot of information to convey, it easier to digest in video format than in written format. Video content is a great compliment to the rest of the content on your website. There are lots of different formats you could go with. Here’s the explainer video we recently created for The Income Tax School website.
Your website is an important part of your marketing and should always be a work in progress. These five tips should help you start gaining more conversions this upcoming season.