Website Strategies to Increase Calls & Conversions

Website Strategies to Increase Calls & Conversions

Whether you’re a B2B, a home services pro, or a housing developer, you need leads. For every business, leads, calls, conversions, and a potential client picking up the phone to say “I need your help” is the goal. If you’re working on your website and digital marketing strategy, you probably already understand the importance of those leads, but what might not be so clear is how to get them.

Building a website that drives leads, calls and conversions can take time, but it is doable. And once you get it working for you? Your entire sales team will have additional hours to work with existing clients, building your base of dedicated customers. On the whole, calls and conversions make your life easier, and generate more revenue for your company. But if you’re just starting out, you may not have figured out how to drive those conversions online yet. Here are a few website strategies you can employ to give your digital marketing strategy the best chance at boosting your leads:

Make it Easy

Before we talk about anything else, if you want to increase calls and conversions, your fundamental goal should be to make your clients’ web experience as easy as possible. The easier it is to navigate, find information, and call or reach out, the more likely you are to get those conversions. In every web improvement you make, you have to ask: does this make the viewer’s life easier? If the answer is yes, then make the change. If it’s not, there’s a potential that your conversion rate will drop. With the concept of making the buyer’s journey easier at the front of your mind, you’re sure to implement changes that will help boost calls and conversion.

Keep Design Simple

Consumers are creatures of habit. While they like something to look fresh and new, anything too wild is likely to put them off. Keep that in mind while building your website. You need something that looks upscale and professional, but you don’t need to reinvent the wheel. Go for a style that’s very classic and clean, with high-resolution photos and an easy, clear navigation menu. This makes it apparent that your company is professional, but it also helps make the user experience simple and seamless, meaning it takes less time for them to figure out your website. The quicker they know where everything is, the quicker they’re going to call or message you with their question.

Logical Placement

Because consumers are (like we said earlier) creatures of habit, it’s a good idea to place things where they’ll expect them. You should always have a “contact us” button on the top right of your website, because that’s where most consumers will look for it, and it’s where they’re used to seeing them. Placing buttons and click-to-calls exactly where consumers expect them to be is a surefire way to help customers covert quickly.

Make it a Button

If you want people to get in touch, you need to make that very clear, front and center. The best way to do that is to make a button. Whether you were linking to a landing page, offering a free download, or requesting that people call you, the bolder it is, the more likely people are to see it, and follow through on that action. That’s why call-to-action buttons work. They’re bright, they’re bold, and again, the consumer is used to seeing them, so they have a good idea of what will happen when they click. Buttons offer the perfect way to call out those opportunities for leads to call and convert, making it easier still for people to contact you.

Testimonials

Why do people call you?

Typically it’s because they think you’re the best for the job. Whether you have the best prices or seem the most trustworthy, people will call or email you when they’re convinced that you are their best option. The absolute best way for you to make that clear is to feature testimonials and client reviews.

Let your previous work speak for you! If you did a really great job on a house, or you know a client that loved working with you, have them write a short sentence or two, and put it on your website. Nothing builds consumer confidence more than seeing that other consumers—just like them—had a great experience with you. The more comfortable new site visitors feel with your company and your level of service, the more likely they are to call you. So, put those testimonials on your website. And if there’s a clean, logical way to place them next to a call-to-action, do that too. That way, as soon as they read all of those great things other people have said about your company, they can pick up the phone and give you a call.

Add a Chat Tool

Today’s consumer wants instant answers. They appreciate a company that can solve their problem, right now. One easy way to implement that idea for your own business is to add a chat tool. A small icon on the bottom of your consumer’s screen, it just lets them know if they need help right now, there’s someone there for them. It’s a great way to get simple questions answered, and to start building a solid relationship, so when that client makes the final decision to buy — you’re the one they turn to. A chat feature is easily added to your website, you just need to make sure someone is monitoring it during the day, and you turn it off when no one is in the office.

Consider Adding a Headshot

Though this may seem small, adding a headshot can actually do a lot to help boost calls and conversions. In today’s virtual world, many consumers feel a disconnect when they’re browsing the web. It’s easy to forget that there are real people behind the companies you’re looking at, and the services you’re looking for. A small headshot next to your call-to-action button or on your chat tool will remind potential clients that they have the opportunity to talk to a real person who can answer their questions. In today’s virtual world, person-to-person communication is a big deal. A small headshot is a quick, easy addition that can make a major difference because people are able to see exactly who they’ll be working with and talking to—a personal experience they might not get anywhere else.

In the end, the best way to boost calls and conversions is to make sure that you’ve made your website user experience as easy as possible. If potential clients can find the information they’re looking for quickly and efficiently, they’re more likely to convert. Your website design should work in tandem with quality content that answers questions and solves problems. While that content will pull them deeper into your site, convincing them further that you’re the right company for the job, when they’re ready to make a decision, your calls-to-action and content offers will be there to help them convert easily.

If you still have questions about boosting website calls and conversions, we’re here to help! Inbound marketing is kind of our thing, so we’ve got plenty to say about calls-to-action and getting you the digital leads you’ve been looking for. Give us a call to schedule a one-on-one consultation with our president, John, or check out the case study below to see more ways we can make your website work for you:

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How Landing Pages Increase Conversions for Housing Developers

How Landing Pages Increase Conversions for Housing Developers

If you’ve been working on the website for your housing development, and just don’t seem to be filling homes or lots at a rate that seems right, landing pages can help. They’re an ideal way to get hold of the contact information of qualified leads, and when done right, they can move a site viewer who was just looking, to a site viewer who’s legitimately interested in your development. So, how do landing pages increase conversion for housing developers, and how can you make sure your landing pages are working for you? Let’s start with a refresher course on landing pages.

Landing Page Refresher

A landing page is a page other than your homepage, where site visitors first land when they click to your site from another website (typically this is a search engine like Google, but it can also be social media sites, or a website where you’re promoting an ad). It’s also possible to have landing pages that site visitors can get to from your own site. We have a contact landing page that people can click to at any point if they’re interested in seeing how we can help them. Landing pages work to softly direct your site visitors into giving your their contact information, usually in exchange for an offer, like a guide on becoming an awesome homebuyer, or pictures of your housing development.

How a Good Landing Page Generates Leads

Now, there’s all sorts of landing pages out there, but not all of them are good. A quality landing page does the following things:

  • Provides relevant information: It tells people who you are, and what you’re about in a way that’s relevant to the link they clicked to get there. If you have a paid ad that says “spacious 2 bedroom apartments with vaulted ceilings and hardwood floors” don’t send people to a landing page about the development’s adjacent golf course and restaurant. That will confuse and frustrate. A good landing page provides content the viewer expects to get after clicking on a certain link.
  • Offers content or access potential clients want: The best way to capture contact info off a landing page is to make them an offer they can’t refuse (sorry, couldn’t help it!). But really, people are far more likely to give up their email address if they’re going to get awesome pictures, drone footage, or floorplans of your development in return.
  • Gets you contact info of qualified leads: Probably the best part of a great landing page is its ability to get you qualified leads. If your page is relevant, provides the right information, and adds value for the site viewer, it should get you contact info that you can use to further pull those potential leads down the sales funnel.

How to Make a Landing Page that Converts?

Now that you know what a great housing development landing page does, it’s time to make one of your own. We’ve got a ton of resources on creating killer landing pages, but for a crash course, make sure your housing development landing page follows these 6 key guidelines:

No nav

Take away the navigation menu on your landing page. This works to “squeeze” people through, and softly push them to convert. When there’s no menu, there’s less distraction, which means site visitors are unlikely to navigate away unless the offer really isn’t something they’re looking for. Then, you’re only really losing traffic that wasn’t qualified in the first place.

Short content

Keep your content short and sweet. Try to limit yourself to just a few sentences that tell site viewers who you are, and what you can do for them. You know that your development is awesome, but don’t just tell people that, show them why it’s awesome, and why they’d be lucky to live there.

Clear offer

Viewers shouldn’t have to wonder about what they’re going to get when they click the “submit” button. Make it obvious what they’ll get when they fill out your form, whether it’s pictures, blueprints, or information about your development.

Quality button

Studies have shown that people actually do care what the button that says “click” looks like. First of all, “click” and “submit” might not be the best choices. Choose something that’s more relevant to your offer, like “Sign up now” or “get access to photos.” This will remind viewers what they’re getting, and provide incentive for following through and clicking the button.

Reasonable form

Don’t make your forms too long. The longer a form is, the less likely you are to get conversions. Only ask for what you actually need, like name, email, and maybe zip code. Sometimes it makes sense to have a longer form for landing pages that target people who are almost ready to close, and want a price estimate, but other than that, keep your forms short and sweet.

Clean design

Finally, remember that today’s consumer is highly visual and has a short attention span. Your landing page should be eye-catching, easy to read, and feature high-quality photos. You’ve got a beautiful development, right? Use photos of it to your advantage on your landing page.

In the end, any quality landing page is almost guaranteed to increase conversions for housing developers, so long as they have traffic coming to the site. They’re a great way to capture information about potential clients, while also providing an incentive for people to come back and consider your development.

If you’re still struggling to perfect your landing pages, know that Evenbound can help. We’ve worked with a number of housing developers, and have cracked the code to creating marketing strategies that fill developments and sell homes. To see just what we’ve done to deliver results for our housing development clients, check out the case study below:

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