Usability CrusherGetting more out of what you’ve already got.

“How can I get more trafficto my website?”

It always starts with making sure that your website converts.

WHAT’S THE PURPOSE?

Your website is a digital sales person

and/or a lead generation tool.

Make your website sell & turn prospects into pre-sold customers.

How?

#1 Give away useful information for free.Make the visitor opt-in & offer access to your special reports, as well as videos that position you as an expert.

#2 Share your story.

People buy from those who they know and trust, and by creating an “Our Story” page, you allow your visitors to know you on a personal level.

#3 Use case studies.

Letting your prospects know how your clients’ businesses took off as a result of your product & services might just prove youreffectiveness & efficiency.

#4 Write persuasive & emotional copies.

A copy must double as a mini-sales letter, and so writing compelling descriptions and highlighting the emotional reasons to buy your product might just do the trick!

PROOF IN WHAT YOU SAY

The biggest hurdle for the people:believing what it is that you say.People are perpetually worried that you’re going to take their

money & run away without actually delivering.

It’s not enough to know what their problem is; you also have to know how to solve it.

Sales is knowing: What is the conversation going on in the client’s mind and meeting them in that conversation.

Can I trust you? Will it work

for me?

Will thisproduct solvemy problem?

IT’S ABOUT THEM; NOT YOU

Always keep your avatar in mind.

For instance, when writing a copy on your website, write it as though you’re

writing to one person -- a friend:

Don’t get too fancy, with your copy, avoid ambiguity, and always link back

to the results and benefits of your products & services.

1 PAGE = 1 PURPOSE

A confused person doesn’t take action.

It is imperative that you get your visitors to believe what you say . One

of the best ways to go about this is through testimonials.

He really knowshis stuff!

I highlyrecommend

their services!

#1 Let your clients say how great you are for them.

Let them talk about the results they’ve been getting.

#2 Keep your website simple, clear, and without ambiguities.Ex. “How did you find this website” -- where find could mean enjoy or locate.

#3 Always tell the visitor what to do next.Get them to actually use your website by giving them an objective.

LESS IS MORE

AVOID

having your posts

look so

out of control.

Keep your paragraphs short, clear, & simple. Settle on just 1 or 2 fonts/ colours/ sizes, and from there, break your text up to keep the visitor from getting lost in the words.

In A Nutshell

It must grab a person’s attention and hook him in. Tell upfrontwhat you’re going to offer them and what problems you have solved.

HEADLINE!

Stories engage people in. Tell stories from the get go and layer them with messages & takeaways. Help them understand their problems better then provide solutions.

MYTH

People don’t do business with other businesses; people do businesswith other people. Hence, it’s always best to connect with them

by telling your story: how you got to where you are now.

WHO AM I?

Once you’ve come up with a solution, make a really clear offer.OFFER

From there, talk about both the benefits & results of your products & services.FEATURES/ BENEFITS

WHAT YOU’REGETTING

It basically acts as a proof that you can deliver on your promise. Get your clientsto share how they struggled & how your products and services helped them

get their desired result.

TESTIMONIALS

Throw in some promises and guarantees to remove riskson the visitor’s part.

PROMISE + GUARANTEE

SCARCITYMake visitors want your products & services now. Build that scarcity in

without having to do it in a sleazy, non-true fashion.

We’ve got 50 copiesready to go! Order now

for fast shipping. Otherwise,you’ll have to wait for another

2 weeks for the next batch.So, hurry!

CALL TO ACTIONAlways provide a clear statement, instructing your visitors

what to do or how to reach a goal.

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DO AS I DO

Have a look at your competitors &know the key industry leaders in your niche.

Keep an eye on their website & observe what they do.

Website Checklist

HOMEPAGEGrab your visitors’ attention.

SERVICESList down everything you offer.

CLIENTSUse testimonials to alleviate any concerns your visitors may have.

SELF STUDYAdd info products in, or any other

products you think you can sell.

ABOUTInspire trust, reassure your visitors, and make your business reliable by telling your story.

FAQFeature 10 questions people ask &10 other questions you think people should ask.

SEO BLOGHave an outlet for regular content.

CONTACTMake it easy for your visitors to find you. Providing important details increase level of trust.

TRACKING, TRACKING, TRACKING

You can’t improve what you don’t measure.

Record your baselines and understand where you are so you can seewhere you’re improving. Measure what’s going on (Google Analytics)

on your website, then improve some more.

Set goals & monitor conversions.Doing so will help you see how much you’ve grown & continue to grow.

Always be split testing.Split testing is a method for testing different web factors, which include design,

click-through-rate (CTR), user experience, and so on. This is done mostly to eliminatewhat under-performs and what converts best.

IN THE WILD

For statistically significant results, make sure there’s enough traffic.

WHAT TO WATCH

# of visitorsInspire trust, reassure your visitors, and make your business reliable

by telling your story.

Referrers (source & keywords)Know where people are coming from through Google Analytics.

Bounce Rate (40%+)Determine the ways through which you can keep people on your website.

Time on page (1-2 mins)Increase a person’s chance of becoming a customer (e.g. videos).

Conversions (18% opt-ins, 2% sales)Determine the traffic that will convert into leads & sales.

ACTION PLAN

Clean up yourwebsite:

- display vital info- build the proof- call to actions- phone number

Then start tracking!

Want to learn more about Web Usability for Small Businesses?

Visit:www.melbourneSEOservices.com