Does your website build your mailing list every day? If not, then you’re missing a huge opportunity to increase profit and help more people.
The right home page design can convert 10-20% of new visitors to your mailing list, while a poorly designed home page converts just 0-1%. The difference to your bottom line and personal impact is huge.
If you get just 30 visitors a day to your website, that means you can add 3-6 new subscribers to your mailing list every day. That increases your list by 100-200 new subscribers a month or 1000-2000 subscribers a year.
Compare that to a poorly performing home page that maxes out at just 300-400 new subscribers a year.
Every single expert, coach and entrepreneur that I know wants a larger mailing list, but few are taking the matter in their own hands and redesigning their website to get results.
I’ve scoured the web for the most effective business websites I could find and fine-tuned these best practices through all the client websites I’ve built over the past couple years. Now I want to share them with you, so you can get your message out there in a bigger way.
Here are my top 5 strategies for building a website that converts:
- Minimize the logo and company banner on the home page – The top 300-500 pixels of your website is the most important space on the page, since 90% of all visitors can see this area without scrolling. But so many sites waste this valuable real estate on their branding, rather than using that space to build their mailing list. David Neagle’s website gets this right. Notice that the branding takes up just a narrow band at the top – enough for you to know where you are and what the promise of the site is, but not so much that you focus on the brand rather than the call to action.
- Put the opt-in box above the site navigation – Most website navigation gives people at least 5-10 options of where to go next. By putting your opt-in box above this navigation, you’re directing people straight to the #1 action you want to take, rather than distracting them with all the choices of what to do next.Ali Brown takes this approach and maintains it across every page of her website.
- Feature a video that really sells the opt-in – Many people include an opt-in box without a video, but a good video always improves your conversion rate because it gives visitors a very real sense of who you are, what you do and why they should care. Kelly O’Neill does a great job of this on her site. Her video automatically plays to make sure people watch it. However, many of my clients prefer to allow their visitors to choose whether or not they want to watch the video. So they use the still frame of the video to feature a compelling image that prompts a visitor to click play. Here’s an example from a website I built for Coach & Grow R.I.C.H. that uses a action-oriented poster frame to encourage the play.
- Funnel visitors from the home page into the products and services that are right for them – The purpose of your home page is to direct people to the actions you want them to take. Most often the #1 call-to-action is to sign up for your mailing list (since that gives you control over how and when you communicate with prospects) and the #2 action is to check out one of your products or services (this is often a best-selling product or an entry-level product that isn’t a huge investment or commitment to buy). If you serve multiple audiences, you can also direct each audience to the right products for them. Fabienne Fredrickson does just this on her home page.
If your website isn’t building your business and making you money, then something’s wrong. If you want a website that gets results, then contact us for a free 30-minute consultation.