Key Takeaways
Your CRO Game Plan
- Above the Fold: Capture and captivate with clear, compelling messages and a CTA that stands out.
- Contact Information: Keep your lifelines – phone, email, and address – in plain sight and ready to use.
- Blog Layout: Turn your blog into a beacon for conversions with rich stories, a sidebar that means business, and CTAs that resonate.
- About Us Page: Let your unique story shine, bolstered by your mission, vision, and standout achievements, to foster trust and connection.
- Contact Page: Streamline the path to engagement by making your contact page a breeze to find and a snap to use.
Table of Contents
Ever wonder why some websites turn browsers into buyers like magic, while others can’t seem to get a click to save their lives? The secret sauce is conversion rate optimization (CRO) – the unsung hero in the digital marketing playbook.
It took me nearly a decade of digital marketing experience to realize that a beautiful website means nothing without SEO and CRO. Graphic and web design can only go so far on their own. You could plunk thousands of dollars into a website and get an award-winning layout, but if your audience can’t find you (SEO, paid search, social media, etc.), they can’t take the next step and contact you (CRO, UI/UX).
So what does it mean to optimize your website for conversions, and why does it matter? Let’s unpack the mystery and shine a spotlight on the website hotspots where CRO can work its magic.
What’s the Deal with Conversion Rate Optimization (CRO)?
In plain English, CRO is all about making your website irresistible to visitors, turning them from window-shoppers into happy customers. It’s taking that “ooh and ahh” factor when they land on your website and turning it into “I must know more about this.” CRO is not rocket science, but it does take a keen eye on how your visitors navigate your site and a little nudge (or two) to get them to take action.
The 5 Most Important Areas of Your Website For Conversion Rate Optimization (CRO)
Above the Fold: The Prime Real Estate
“Above the fold” refers to the area of your website that customers and clients see right after they click that magic URL in the search engines (example below).
The Hive Business Directory does this beautifully. Right at the top of their website, in that first “screenshot” area, you see not one but two search options, two options to “add a listing” (one inline and one button), and a “submit a guest post” invitation. Their bread and butter are their search results, but they also offer an option for users to contribute even more.
Think of the area above the fold as your website’s front porch. It’s the first thing visitors see, so you want it to be inviting, but it also serves a purpose. This prime digital real estate needs to pack a punch with a clear message and a standout call-to-action (CTA). If you’re not sure what’s clicking with your visitors, dive into GA4 analytics and start playing detective with your landing page data.
Contact Info: Keep It Handy
Ever played hide and seek with a website’s contact info? Yeah, not fun. Keep your forms simple and your contact details just a click away. That means clickable phone numbers, email addresses, and maps. Pro tip: Nestle your most crucial contact deets in the top right corner and pop them up again for those who missed them the first time.
For example, on Evolve SEO Services, we have our contact button in the top right corner, which is where users are accustomed to seeing their most important contact information on most websites. We also have a pop-up for first-time visitors that gets their attention regarding our free SEO audit.
I can tell you firsthand that this process converts, and it’s such a simple change to make on any website.
Your Blog: More Than Just Words
Your blog isn’t just for storytelling – it’s a conversion powerhouse waiting to happen. Equip your sidebar with all the conversion goodies: contact info, a sleek form, and a can’t-miss CTA at the end of every post. Make every word count towards guiding your readers to take the next step.
For example, when you land on the Hubspot marketing blog, you have two main conversion options: “Start free or get a demo” and an option to subscribe to their newsletter.
These conversion opportunities target different areas of the funnel. Closer to Top of Funnel (ToFu) is the subscription option, which targets users who are curious about marketing in general and want to start receiving information about it on a regular basis. The “start free or get a demo” option calls to users who are closer to Bottom of Funnel (BoFu). They already know about Hubspot, trust their marketing advice, and are ready to convert to trial users. Every stage of the funnel, including Middle of Funnel (MoFu), matters during CRO.
About Us: Flaunt Your Feathers
Your About Us page is your chance to strut your stuff. Share your mission, what sets you apart, and why you’re the best choice for your visitors. Don’t forget to sprinkle in some proof points like your portfolio, certifications, and a clear CTA to seal the deal.
Semrush has done this very well on their company page. It’s too long to post here, but I highly recommend taking a scroll through this masterpiece if you’re thinking about optimizing your story on your website.
Contact Page: The Shortcut to You
Make getting in touch as easy as pie. Link to your contact page from every nook and cranny of your site and keep it straightforward – no one likes a scavenger hunt when they’re trying to reach out.
For this example, I’m pointing to my own site again. (What can I say? I’m biased.)
Notice the language, the icons, the clickable links, and the clean form design? It’s easy. That’s how simple your contact page should be. It doesn’t need a ton of bells and whistles.
Wrapping It Up: Keep It Smooth and Simple
The bottom line? Smooth out the path to conversion at every turn. Quality content, intuitive design, and strategic placement of CTAs can transform your website from a digital ghost town to a bustling marketplace.
FAQs
CRO is all about fine-tuning your website to boost the number of visitors who take the plunge, whether it’s signing up, making a purchase, or reaching out. It’s the art of turning passersby into participants.
This is your digital storefront window — the first thing visitors lay eyes on without scrolling. It’s your moment to shine, offering a crystal-clear snapshot of what you’re all about, topped off with a compelling call-to-action (CTA) that’s too good to ignore.
Absolutely! When your contact details are just a click away, you’re making it irresistibly easy for visitors to say ‘hello.’ Keep those phone numbers, email addresses, and physical locations not just visible but irresistibly clickable.
Think of your blog as a cozy corner where storytelling meets strategy. It’s not just about sharing insights; it’s about gently guiding readers down the path to conversion with thoughtfully placed CTAs and a sidebar that’s all about action.
This page is your storytelling canvas. It’s where you share your journey, your ethos, and what sets you apart. Pepper in your milestones, your vision, and why you’re the go-to choice, and watch as trust and engagement start to soar.
SEO & CRO In Harmony
Feeling stuck? We’ve got your back. At Evolve SEO Services, we’re all about turning your digital dreams into reality. Drop us a line, and let’s make your website a conversion magnet!
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