…part of the “Ten Ways to Maximize Your Small Business Website’s Performance” series…
Even with fast web hosting and a search engine optimized site, your visitors’ experience has to be easy. Since your web site is connected with a business, you’ll have more to offer your customers than just the information and enjoyment they find on your homepage. Make sure you drive them all the way through the sales pipeline by creating text and buttons that make their next step clear.
Spend some time thinking about, and perhaps researching, the optimal user journey for your customers. Identify the decision points along the way and plan to give your visitors clear guidelines every time they need guidance. When your customers want to buy, subscribe, or otherwise take their next step with you, make sure it’s easy for them to do so.
Don’t think you’re being too aggressive by providing those clear guideposts. In fact, you’re helping your customers. They’re wondering how they can get the great goods or services you provide, and you’re making it easy for them.
“Buy Now”, “Sign up”, “Schedule an appointment.” Phrases like these, linked clearly to the pages that let your customers take those steps, keep your visitors traveling smoothly along the path to a satisfying transaction.