Most website owners get so caught up in the aesthetics of their site that they forget the main purpose – to convert visitors into leads. Here are a few tips on how to optimize every page of your website to convert prospects traversing your pages.

Contact – Without a method of contact, your website is simply a billboard for unobtainable services. At a bare minimum, your site requires a contact page as well as a simple means for your visitors to get there. A tab in your main menu is suffice at the basic level. More advanced and recommended methods of contact include a contact form on your contact page, a contact number, email address, and a live chat feature which can answer questions that prospects may have in real-time.

Call to Action – Every page of your website needs an obvious call to action. This call to action can be a simple contact button, bait in the form of an informative takeaway, or a sign up box to receive a newsletter and/or some form of collateral. A call to action lets the visitor know that your website is more than a fancy page. You have collateral that is important and cannot be obtained without providing some personal information. Requiring a visitor to provide their contact information for information is a fast and easy method to build contact lists organically.

Keyword Optimization – It is essential that your website, as a whole, is optimized for certain keywords so  prospects can search for and find your site, but it is equally important for each page on your website to be optimized for 2-3 unique keywords. By optimizing each page for unique keywords, you’re telling the search engines that your content isn’t repetitive from page to page and each page has important information that deserves individual links.

What Do Your Visitors See? – There are many free tools that can provide a landing page heat map of an individual page, allowing you to view what sticks out the most to a visitor. As a Web site owner, your perspective may become jaded after viewing each page of your website a couple hundred times over. By leveraging a heat map, you can reset your vision, and focus on what first-time visitors see.

Above the Fold – The fold, in marketing terms, is the boundary of what a visitor sees when accessing a page. Everything that is visible is considered “above the fold.” If the visitor needs to use the scroll bar to view a piece of content, the content is considered “below the fold.” Although it may seem obvious that websites need to keep all of their important content above the fold, in many instances, this is not the case. The area of your Web page that is above the fold should contain all of the information that a visitor would need to make a valid decision about what your website is offering and whether he/she needs what is being offered. This includes a main menu, contact button, call to action, access to services etc.

Leads Not Followers – It is important to link to social networks that your company exists on, but it is even more important to provide a call-to-action on each page as well as a means to contact you. Ideally, your company’s social networks, a call-to-action, and a method of contact should all be located above the fold.

For length constraints, I kept each point rather brief, but if you would like more information on a particular topic or would like to discuss optimization techniques, please reach out to me directly.