Improving your websites conversion rates

A website is seen as a must-have for businesses – and with good reason. An online presence acts as a digital shop window for your company, giving customers the information they require to evaluate your services and decide whether you’re a good fit for their needs.

But simply having an accountancy website isn’t enough – it needs to work for you, turning the traffic that you send its way with your digital marketing campaigns into interested potential clients. But how does that happen?

The best way to get your site working hard is to optimise conversion rates. In other words, to increase the number of visitors who go on to make a meaningful interaction with the site. This might be by downloading a guide or whitepaper, by signing up to an email service or by filling in an enquiry form.

Increasing conversion rates isn’t a quick fix. It takes time, effort and above all, testing. There are myriad things that you can do to improve conversions, but for simplicity’s sake, we at Whitefish Marketing have outlined a few key steps here to get you going. Of course, we’re always on hand to have a chat about improving your website’s performance too, should you require further information.

Step one: What is a conversion?

Your chosen conversions to monitor will depend on your business, its goals and the services you offer. Don’t simply look at competitors’ websites and decide to track the same things they do – it may not work. Instead, think about what you want your customers to take away and how you prefer them to engage.

You might, for example, pride yourselves on your ability to provide up-to-the-minute information on all the latest developments within the financial world. You could therefore could the download of a guide or an email newsletter sign up among your conversions. This wouldn’t lead immediately to new business, but would start a meaningful relationship between you and a user, during which they will gain trust in your services.

Filling in an online enquiry form or making a phone call are obvious and desirable conversions too. If you’re not as committed to providing general information but offer free first consultations, an email newsletter sign up may not be relevant, but an initial consultation booking would, so count this among your conversions to track.

Step two: Get tracking

Once you’ve identified which conversions you wish to track, you have to actually implement the tracking. This is something an accountancy website design or marketing agency – such as Whitefish Marketing – can help with. A tool to track to conversions, such as Google Analytics, must be set up, and relevant tracking codes applied to various actions that you want users to take. You can then start monitoring how many people are submitting forms, downloading documents and more. This will act as a benchmark for the ensuing optimisation, enabling you to see what’s working and what isn’t.

Using trackable phone numbers is important too, as they’ll help you tie up online activity with contact made via phone.

Step three: Start small

Conversion rate optimisation is about taking things slow and steady. If you plunge in and start testing all sorts of things simultaneously, you’ll be none the wiser as to what element is actually making the difference. Instead, change one thing at a time and monitor the results. Depending on traffic volumes you may need to test for weeks or months to get meaningful results – your marketing provider will be able to guide you on this.

In simple split testing, or A/B testing, one variable – the position of the main call to action, for example – is changed. A percentage of visitors is then served the old version and another percentage the new. You can choose how this is split. Over time, you will be able to determine which creates more conversions, and change the website permanently in accordance with your results.

Step four: Keep testing

Making little tweaks can make a significant difference; the key is to stick at it. Don’t simply make one change on one page and then apply it across the whole site – or stop the entire process there. Small changes across important pages should each be tested and the results analysed before any committed changes are made. It may be slow work but if it makes a difference of even 2-3% in your overall conversion rate, it’s well worth the effort.

Step five: Follow up

If you’ve got new leads coming in, don’t let them simply sit there. Ensure you follow up with whatever data you’ve been able to collect. If your increased conversions mean increased online enquiries or calls, it’s a simple one to master – a member of your team can simply speak to the client directly to answer their questions, provide more information or make an appointment. If, however, it’s something like a download, don’t let the user slip off into the ether. You can use marketing methods such as retargeting to serve them additional relevant content. This could bear a message along the lines of, “We hope you found our guide on MTD useful. Here’s something else that may interest you”, or it could advertise a seminar you’re holding on the same theme. The possibilities are many and varied.

Let us get you started

Here at Whitefish Marketing, we specialise in digital marketing for accountants and conversion rate optimisation, and can help you make the most of the traffic that comes to your site. Get in touch with us today to find out more about our services or to chat through your requirements.

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