The goal for most company websites is to get a visitor to take an action – make a purchase, fill out a form, pick up a phone and call, etc.
Understanding what motivates your customer to complete an action (and therefore be considered a conversion) is extremely important.
As an example, let’s take a look at one of our clients, Waks and Barnett, P.A. a cruise ship injury law firm that helps hurt passengers get compensation for their injuries from the cruise lines. You can visit the cruise injury law firm website here.
They have a robust site that we helped them design, fill with content and build. Their goal is to attract visitors to the site who are searching for information about what to do if they or a family member were injured on a cruise ship.
The entire site is build to attract website searches for the ‘how and why’ of cruise injury claims. They do this by providing information and educational content both on website pages and on their company blog. There are hundreds of pages that help people better understand their right and formulate an idea of ‘what to do next.’
In essence, they deliver on the visitor’s expectations. Importantly, they’ve also structured the website so that it’s easy to read, navigate and determine how ‘to get in touch.’ They have phone numbers and contact forms on each and every page as well as prompts for convincing potential clients to follow through with making contact.
Why Do Your Customers Take An Action On Your Website?
- They have a need
- You deliver on that need with an appropriate product or service
- The customer/client has or develops a level of trust with you
- You’ve made it ‘easy to buy’ – your site is structured properly for converting a call to action