If you run a startup or a small or medium sized business, you know that optimization is everything. Whenever possible, you have to make a little more money or squeeze a little more value out of everything your company touches.

Your website is one of those things. You can get more leads from your website by improving user experience, building trust with customers, and providing clear calls-to-action.

Whether they focus on traditional ad buys or Google Ads, agency specialists can help you maximize your advertising returns. Agencies do this in part by recognizing that getting people to your website is only part of the challenge.

Turning them into customers requires data, understanding user behavior, and a performance-informed approach. If you’re really dedicated, however, you might be able to do these things yourself–this article can help.

UX Is King

User experience (UX) is of paramount importance for businesses of any size. Part of improving UX means reducing the opportunities for a potential customer to walk away. Confusing navigation, weak mobile performance, and slow load time are the three horsemen of a failing UX.

If any small business needs to be convinced of this, just look up statistics on how quickly conversions decline for every second they wait for a website to load. Simplicity, clarity, and speed should be your guiding principles.

Make sure your website loads quickly.
Make navigation easy to engage.
Design your website for mobile first. Understanding Google Ads metrics lets you make sure this is true of your customer base, but it’s often a safe bet that the mobile experience matters more.
Use strong visuals and concise copy.

If your website appears quickly and potential customers don’t have even a moment of confusion, they’re much more likely to stay on your site and take action.

Foundation of Trust

Trust can be difficult to build in the digital age, but there are a few things businesses can do to get potential customers on their side.

This overlaps with UX, but make sure your website looks professional and modern. Users may be suspicious of a website that looks unprofessional or outdated.
Display certifications given within your industry.
Establish yourself as an expert in your field by providing content valuable to those looking for authoritative information. This will also help your SEO ranking.
Include testimonials or case studies.

Outside of your website, social media is one of the most important ways to build credibility, so knock the above out of the park so you can give attention to your other platforms.

Answering the Call

Even a well-designed website that’s trusted and loads quickly can struggle to convert visits into purchases. This is where calls-to-action (CTAs) come in. There are a few keys to designing effective CTAs.

Clarity

Just as with UX, simple is better. Users need to know right away and in clear terms what they’re getting.

Value

Be it a discount, a time-bound deal, or some other benefit, make it clear to visitors why they should act now.

Visibility

Place CTAs thoughtfully and frequently.

If you’ve successfully removed all the roadblocks and easy excuses, CTAs can guide your potential clients into becoming actual clients right away. Just make sure you know what you want your visitors to do.

Do you want visitors to get on your mailing list, book a consultation, fill out a form, or download a resource? As in life, if you don’t know what you want them to do, how can they know?

Lead Capture Techniques

By now, lead capture techniques are common. Here are a few:

Chatbots can pop up and attempt to initiate conversations with visitors.
Exit-intent popups can try to pull visitors back in.
Premium content can require visitors to register.

Different audiences and fields respond differently to these techniques, and testing and analytics is necessary to understand what works for you.

The Help Your Business Needs

To a certain degree, advertising is always guesswork, but the less you know about it, the more you’re guessing. The more you’re guessing, the more money you risk wasting.

This is where marketing agencies and their experts come in. With experience in a diverse range of ads and how to optimize them, quality agencies can help you analyze and adjust your content to reach your audience and get them to act.

If you’re interested in getting experts on your side to get more leads from your website or you’re wondering how much Google Ads management costs, reach out to BERK Labs today and see how we can help your business grow!