Below is an instantly useable conversion checklist for ANY lead generation website.
This is “the good stuff”. You’re leaving money (and leads) on the table if your website and landing pages don’t tick AT LEAST 90% of the boxes below.
When new clients come on board at Marketing Results we usually perform a Conversion Rate Optimisation (CRO) review of their website and landing pages, via a carefully developed 146-step process. This process, alongside our Sales Lead Machine Blueprint, Conversion Kaleidoscope and advanced traffic management methodologies generally create a quick and significant performance improvement in the client’s lead generation funnel.
The 146-step process irons out ‘drag’ elements (elements that could decrease website conversion performance) and introduces powerful ‘lift’ elements (elements that increase conversion performance). To be specific, it looks at the following:
- Your homepage
- Your Unique Value Proposition
- Marketing funnel components
- Copy and design fundamentals
- Calls to action
- Key conversion pages
- Contact pages
- Thank you pages
- 404 pages
- Proof elements
- Mobile compatibility
- …and more.
It’s something we’ve carefully refined over time, and has produced some pretty nice results for our clients.
I’d like to share an excerpt from this 146-point master checklist — 34 items, to be exact (If you’re interested in every one of the 146 steps, consider joining us as a client…).
Here’s when you could run this 34-step checklist:
- If your website doesn’t perform as well as you’d like (or need) it to, and you need a boost in lead generation performance (what website doesn’t ever need a boost in performance?)
- If you’re building a new website and need a conversion-centric framework for your designer to follow
- If your landing pages need some extra wind in their sails – because your cost per conversion is creeping up, and/or your lead volume is looking pale
34 Website Conversion Tactics You Can Use Right Now
Area 1: Homepage and Unique Value Proposition
- Does your homepage speak in terms of PROBLEMS you solve for your customers, and/or RESULTS you create for them (not just about the products or services you offer)?
- Do you have a clearly defined Unique Value Proposition (UVP) that highlights your most powerful unique benefits? Learn more about creating a UVP.
- Is your UVP positioned above the fold?
- Do you have PROOF elements visible above the fold? Learn more about proof elements.
- Is there a clear call to action (call now, enquire now, download free resource etc.) above the fold?
- Is your phone number visible above the fold, with “one click” functionality for mobile devices?
- Does your homepage clearly indicate to the prospect the next logical step in their journey on your website and sales funnel, either by addressing their persona type or specific desired outcome?
Area 2: Header & Navigation
- Does your menu feature a ‘home’ item at the top left of your navigation bar?
- Is each menu item clear and logically organised? Make sure the visitor can predict what lies underneath by reading the top level menu item.
- Does your menu feature a call to action link (e.g. Free Report, Contact etc.)
- Are your most commercial (or pages that solve a problem) pages visible and easily accessible?
- Could other menu items be added to assist in the nurturing process? ( Useful menu items to consider: Free Report / Free Resources, About Us, FAQ, Blog, Contact, Initial Consult, Is This You?, Who We Help, Customer Reviews / Case Studies)
- Is there a consistent logo and tagline in your header?
- Does your telephone number exist in the top right of the header, under or near your ‘Contact Us’ link?
Area 3: Calls To Action (CTA) & Proof Elements
- Do primary CTAs exist above the fold on EVERY page of the website?
- Do primary CTAs represent the next logical step in your sales funnel?
- Are CTAs surrounded by statements that reinforce the VALUE of the CTA?
- Does the content on key pages end with a CTA?
- Does the website contain as many types of social proof as possible? See our Monster Guide Of Proof Elements.
Area 4: Key Conversion Pages (e.g. service pages or landing pages)
- Do your conversion pages start with a benefit-rich headline? Remember – speak in terms of PROBLEMS you solve for your customers, and/or RESULTS you create for them (not just about the products or services you offer).
- Is the message of each page customised around the level of awareness, sophistication and intent of the incoming visitor?
- Do your conversion pages feature a response device (e.g. form) ABOVE the fold?
- Is the content on your pages broken up into subheadings, bullet points, numbered points etc.? Big blocks of unformatted text are bad for conversion.
- Have irrelevant sidebar elements or distracting offers/content been removed?
- Have captions been used to explain or emphasise the value of key images?
- Have big footers with lots of links been removed?
Area 5: Contact Us Page
- Does the form on your Contact Us page request the MINIMUM amount of details required – usually First Name, Last Name, Email, Phone and Comments/Questions?
- Are required fields indicated with a ‘*’? This is usually First Name, Last Name, Email, Phone.
- Does the required field validation actually work?
- Does the page sell the VALUE of contacting you? Make sure you explain the VALUE of contacting you ie. what they’re going to receive after they make contact.
- Does the page contain at least one example of social proof?
- Does the page indicate what happens immediately AFTER the prospect fills out the form?
- Is the contact form visible above the fold?
- Does the page list other contact information, like phone number, street address, and postal address?
Got a question? Fire away in the box below. And remember – If you need help with implementing the above, or would like the remaining 112 steps to be applied to your website and lead generation funnel, request a free strategy session today. Or if you’re not ready to reach out just yet, get a tonne of free lead gen strategies here.