Kurt Philip — April 21, 2020 
Local businesses often struggle to compete with the big guys.
But while huge corporations like Walmart and McDonald’s have brand recognition, that doesn’t mean small businesses are out of luck.
The internet has been a game-changer in leveling the playing field between large corporations and small businesses.
However, small operations need to know how to use it to their advantage, including on their websites.
Most small businesses don’t spend nearly enough resources on optimizing their websites. The lack of focus on the website can cost them customers and profits.
However, if your company works hard on its website, then you could see increased sales practically overnight.
Keep reading to learn how you can engage in website conversion rate optimization (CRO) for your business and bolster your success.
Traffic vs. Conversions
Most people think if you can get people to your website that’s all you need to do.
However, this is not the case.
Getting people to visit your website is only half the battle. Once potential customers reach your site, you need to convince them to buy your goods or services.
Attracting people to your website creates traffic. While traffic is undoubtedly essential, conversion—or getting people to make purchases—is arguably more critical.
Tons of people checking out your site is not a bad thing, but you won’t make any money unless those people choose to buy from you.
Therefore, small businesses need to optimize their sites for conversion so that they can be profitable.
Collect Data on Your Website Visitors
Before you start making changes to your website willy-nilly, you need to know how people behave on your site currently.
Do they click a couple of times and then leave? Do they scroll down far enough to absorb all the information you provide?
You need to collect data so you can answer questions like these.
Once you have this information, you will be able to make changes to solve the common problems you are seeing.
If you are not particularly tech-savvy, then this may seem daunting for you. But it is a crucial step.
Data collection ensures you are making adjustments based on facts and figures rather than assumptions.
Do You Need Professional Assistance?
While professional expertise in the area of CRO is not necessarily required, it is never a bad idea.
If building websites is something you are new to, or if you just have way too much on your plate as a small business owner, then enlisting professional assistance for CRO is always a good move.
Some firms even offer free CRO audits that can help you get started at no charge.
If you want to get started right away, then be sure to keep reading for three simple website changes you can make to increase conversions for your small business today.
1. Simplify Navigation
If you want people to visit your website and make a purchase, call, or form submission then you need to make it as easy as possible for them to find the information they need.
Once people land on your site, if they have to click more than three times to see what they want, they will likely look elsewhere.
Think of the navigation on your website as the road map for your customers. You want it to be straightforward so they don’t get lost or frustrated—no road rage here.
To simplify navigation, focus on the following factors:
Menu Bar and Search Bar
You should always have a menu bar that is clear and concise so potential customers can find what they are looking for promptly.
The menu bar should include all pages a customer would want to see to help them make an informed decision. Most websites include “About Us,” “Contact Us,” and “Products/Services” among others.
Consider adding a search bar to your website as well. With this feature, if your visitors can’t quickly find what they need from your menu bar, they still may be able to find it without expending too much additional effort.
Not having a search bar may cause some potential customers to have trouble gathering the information they need making them walk away.
Frequently Asked Questions (FAQ)
You should also consider including a frequently asked questions section. Think of this as a resource center.
FAQs help customers get their questions answered as quickly as possible.
Consider taking a survey of your current customers to determine what questions they had in their buying process.
A simple questionnaire can help you figure out all the critical inquiries and address them all in one place.
2. Make the Call to Action Clear
Every page of your website should have a clearly labeled call to action.
You must understand people will not always stumble onto your homepage first. As a result, you need to be sure people can quickly get to the page where they can make purchases or inquiries.
Don’t make getting in contact a mystery. Give clear CTAs so your customers can buy no matter what page they start on.
Need tips on effective CTAs?
Follow these tactics:
Use Straightforward Phrasing
Make sure the call to action itself has direct and precise wording.
“Buy now,” “Get a free quote here,” Get a Free Consultation” and “Order today for free shipping” are all viable options.
Each call makes it very clear what you would like the potential customer to do.
Include Directive Links
Place your CTAs on buttons to let your site visitor complete the specified action.
Make it almost inevitable that customers end up on the purchasing or contact page. By creating a direct path to purchase, you encourage visitors to convert their visit into a sale.
3. Take Advantage of Testimonials
What is the first thing you do when you want to buy something new?
Most people ask their friends or family for advice. You can take advantage of this tendency by prominently listing testimonials on your website.
Try these strategies:
Highlight Testimonials or Reviews from Google or Yelp
Sure, you can curate the testimonials on your site. But, they will seem more genuine if they come directly from Google or Yelp.
Note that if you go with the latter strategy, you must always closely monitor the testimonials. You don’t want to showcase a lousy user review.
Provide All Useful Information Directly on Your Website
If people cannot easily find out what other people think of the product or service, they may be less likely to buy from you.
By providing this information right on your website, you ensure these people don’t have to go anywhere else.
The result is that you are more likely to make a sale.
Conclusion
Every day, it is getting harder and harder for small businesses to compete. Those who fail to keep up with the digital age and practice CRO will likely struggle in the coming years.
Don’t let your organization be one of them.
The internet can be beneficial in garnering new customers if you use it appropriately and implement useful tactics like CRO. Harness the full power of our digitally interconnected world today.
Start improving your website right away with the tips we have laid out in this article.
Also, never be afraid to ask for help from professionals if you need it. There are entire companies that specialize in CRO for small businesses. Rest assured, they will be happy to help you if you find yourself struggling at all.
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