Conversion rate review - Metal finishes website
We recently conducted a conversion rate review on a website for a company that creates metal finishes for non metal objects such as doors, signs and other building elements. To introduce our readers to how a conversion rate review works, we thought we’d publish a brief summary of our conversion rate review.
Client: Metalcote Pty Ltd
Website Objectives:
Metal finishing is a niche business with appeal to the construction and shopfitting industries. This is B2B and, due to the nature of the work that they do, Metalcote is looking to generate leads. Since metal finishing is a relatively new idea Metalcote also sees the need to educate their prospects on the possibilities of the work that they can do.
This is a really nice looking clean and simple website. Kudos to the web designer who chose a nice readable contrasting font for the text rather than the super light grey on white that many web designers seem to choose.
For the purposes of this summary, we’ve chosen to review the following four elements of the lead generation conversion process.
- Usability
- Content
- Conversion
- Traffic.
Usability - How easy is the website to get around?
Opportunity: The home page of the website is usually the first place that a visitor will land. This is your best opportunity to say what you do and position your company. Having a basic splash page misses this opportunity and will likely create a quick exit. Remember that people come to your website for information.
Action: Use the home page to quickly and simply describe what you do and position your company’s expertise.
Opportunity: The Metalcote Logo is perfectly placed in the top left corner of the website (apart from the splash page). This is perfect to reinforce your branding, and it’s great for usability since users can immediately see that they’re in the right place. There is an unwritten law of website usability that the logo should click through to the home page.
Action: Make logo click through to home page.
Content - How useful is the website’s content?
Opportunity: This is a really interesting product with lots of uses. The only way to educate prospects about the possibilities is with content.
Action: Have a copywriter create a web page for each target use of the product.
Opportunity: Metalcote has worked on many large projects for some well recognised brands. There is an opportunity to make your prospects comfortable with you before they contact you by building rapport with them through your website.
Action: You need to trade off the trust that working for companies like Toyota, Nando’s and Chrysler can create by ensuring that those names are clearly seen. You’re already doing this in your gallery to some extent, but make sure you get their branding in the shot.
Conversion - How easy is it to get to the goal?
Opportunity: This site has a good contact page with a simple contact form. Having a contact form on each content page will give you the context of what the prospect is interested in and increase your visits to leads conversion rate significantly.
Action: Include a simple contact form wherever there is a call to action in your website copy.
Building traffic - How will visitors find this site?
Opportunity: There are many searches conducted each month using search engine keywords that are related to your field. Content is the key to getting good search engine results.
Action: Create new website copy and ensure that your search engine keywords are in the right places to make sure that you get found in Google.
So that’s a basic conversion rate review. Implementing these simple suggestions will significantly increase the number of leads generated from this website.
From the author: If you regularly advertise for leads in the Yellow Pages®, in the newspaper or on the radio, then there’s a good chance that your website could be generating more leads for you than it is. The key is in your website’s conversion rates.
We know that to achieve high conversion rates and sales from your web marketing you need a team that includes seasoned marketers, web designers, web programmers, copywriters, editors, bloggers and search engine gurus. That’s why we created Bitemark.
And yes, we can get your website to number one in Google too!
Contact us on 1300 248 362 for a free conversion rate review of your website.
