Healthy traffic + zero sales = a dead-end website. If you want to fix it, here's some ideas:
1. Customers are tourists. They need directions.
When a customer reaches the bottom of a page, they'll never take a next step unless there's a clear signpost showing them the path. It's kind of like when you're looking for a restaurant on Trip Advisor, but you're not sure what to eat yet; you'll follow your tastebuds when you see the options laid out in front of you. So, if you're writing a blog post that talks about a problem, point them in the direction of some further reading on the subject, or your business's solution. If you want to sell a service, don't hide for fear of being too salesy; own it, and make sure you're totally clear what you want readers to do next. Make it a habit, and you'll notice the difference almost immediately.
2. Customers click with their eyes.
You may have noticed that there's been a surge in bright calls-to-action (CTAs) recently (see AirBnB, Evernote, and Uber). It's no coincidence, and no accident. Studies show that a pop of colour (often in the top-right of the screen) can have a big positive impact on clicks, as doing so makes for a clear onward path. Reserve this spot for your primary CTA, as you'll likely need it to be omnipresent - even when there are secondary CTAs on your page.
3. Customers follow stories logically.
Every website is a funnel, even if it's only in part. With that being the case, your content has to be appropriate at whatever stage a customer joins in. If they're unconvinced as to your proposition, they need to be talked around (for instance, a brand claiming they have the best drinking straws in the world is only a valuable statement if I know that I need a drinking straw). If they're erring on the side of caution, show them some proof that your way's the right way for them. If they're ready to buy, make it easy. If your website is built with a clear and logical funnel in mind, people will be more likely to find what they're looking for, and you'll be more likely to see success.
By considering the three points above, you're taking the first steps in turning your cul-de-sac website into a revenue super highway. But as with all super highways, there's a world of other factors to take into account too. If you'd like to find out what those are for your brand or business, join us for a coffee.
Thanks for reading,