105: 5 Steps to Get More Leads from Existing Traffic

Summary:

In this episode, Meredith and her husband discuss the importance of the conversion path in SEO, which refers to the journey a user takes from discovering a website on Google to reaching the thank-you page after completing an action. They emphasize that improving the conversion rate is key to increasing business, and they explain the steps to optimize this path. Website owners can benefit from creating user-friendly landing pages, clear calls to action, and thoughtful follow-through with thank-you pages.

How to Optimize Your Website's Conversion Path for Better Results

One of the most crucial aspects of having a successful website is understanding the conversion path — the steps a user takes from finding your website on Google to completing an action, such as filling out a contact form or making a purchase. This process can significantly impact your business, as improving the conversion path increases the chances of turning website visitors into actual customers.

In this post, we'll walk through the different elements of the conversion path and how you can optimize each step to boost your website's performance.

What Is a Conversion Path?

A conversion path is essentially the journey a user takes, starting from discovering your website through a search engine like Google, to navigating through your site, and finally taking an action like contacting you or purchasing a product. Optimizing this path ensures that visitors are more likely to engage with your site and complete a desired action.

There are five key steps in the conversion path:

• Step 1: First Impressions on Google The conversion journey starts before the user even clicks on your website. The information they see about your site on Google, such as your business profile or meta description, shapes their first impression. Ensure that your Google business profile and search engine snippets are accurate, appealing, and reflect what your website offers.

• Step 2: Landing Page When a user clicks through to your site, the landing page is often the first thing they see. This page needs to answer three critical questions:

  1. What is this place? (Provide clarity on where the user has landed.)

  2. What can I do here? (Make it clear what the page offers.)

  3. What decision do I need to make before leaving? (Present a clear call to action.)

  A well-designed landing page improves the chances of the visitor continuing through the site and completing an action.

• Step 3: Call to Action (CTA) A strong call to action is the third critical step. This is where you direct visitors to take a specific action, such as filling out a form, calling your business, or making a purchase. Simplify your CTAs to reduce confusion and friction. For example, instead of asking for too much information upfront, use concise and clear wording that guides the user to take the next step effortlessly.

• Step 4: Conversion Page The conversion page (like a contact form or checkout page) should be easy to navigate. Avoid asking for unnecessary information, keep the form simple, and limit distractions such as outbound links or social media icons that could lead users away from the page.

• Step 5: Thank You Page Many website owners overlook the importance of the thank-you page, but it’s a vital part of the conversion process. The thank-you page reassures the user that their action was successful. Use this opportunity to make the visitor feel valued by providing a personalized message, sharing additional content, or directing them to your social media profiles or other resources.

The Power of Conversion Rate Optimization

While many people focus on getting more traffic to their site, an often overlooked strategy is improving the conversion rate of existing visitors. Even a small improvement can have a significant impact. For example, increasing your conversion rate from 1% to 1.2% could boost your business by 20% without having to attract more traffic.

To get started, focus on improving each step of the conversion path, from the initial Google listing to the final thank-you page. By streamlining this process, you’ll make it easier for users to engage with your site and convert into customers.

Resources

For more tips on improving your conversion path and setting up an effective thank-you page, check out Meredith’s husband’s detailed guide on optimizing website conversions.