Dealer Marketing Blog

What To Do When Your Website Just Isn’t Converting

Submitted by Lindsay Meade on Mar 14, 2017



You’re getting great rankings and a decent amount of traffic, but just aren’t getting leads… What do you do?

Chances are that if you identified with the above statement, then your website may not be properly designed to convert the traffic coming to your site.


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The design, layout and imagery on your website should help your website visitors find the information they need and lay out appropriate next steps, like filling out contact forms.

There are two important factors to remember.

  1. Rankings aren’t everything.
  2. Traffic isn’t everything.

While they are both crucial elements, without a homepage that is designed for conversions you won’t be able to benefit greatly from high rankings or traffic.

So, how can you create a homepage that sets you up for success? What elements are important?

Visually compelling imagery that relates to your product and services with an actionable call-to-action.

This sounds like a lot, doesn’t it?

It boils down to compelling imagery, a headline and a call-to-action.

With too many buttons, pictures and links, you may be diluting the effectiveness of each one.

Having one well designed call-to-action helps your website visitors to hone in on what you offer and how you can help them get that – namely by filling out a contact form and opening a new line of communication.

Removing the distraction of link-heavy menu bars and imagery helps streamline your message.

Your headline functions in tandem with the call-to-action and imagery (in the form of a hero banner, which is a prominently placed image designed to catch visitors’ attention and draw them deeper into your site).

You’ll notice many sites nowadays with a header with a logo and a few links followed by a large image that takes up a big portion of your screen. This ‘hero banner’ gives you the opportunity to showcase what your products and services are or what your mission is right off the bat.

On top of that image will be a descriptive headline and a button (CTA) that directs them to the ‘next step’ that you have laid out.

These three elements – image, headline and CTA – provide a straightforward message and a strong visual statement. With a first impression like that, it’s easier for visitors to understand and respond to your request to ‘click here’ or ‘find out more’. 

Why is this strategy better?

Other design strategies like having a rotating slideshow can be useful in providing more information. The problem is that the average user won’t be on your homepage long enough to see all of the slides or browse through them. Content will be lost within the slideshow, so all of the awesome banners and content you link to won’t ultimately won’t be seen.

The hero banner strategy tells a simple, but effective statement about what you offer and what your visitors should do next. Your hero banner will help visitors to intuitively find the most important information on your site…and convert!

Topics: Website Tips, Marketing Strategy

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