Through out much of my content, I put a lot of focus on the thought of a clear and concise “Conversion Path”. In this article, I want to talk about what a conversion path is, how to evaluate your marketing materials, website and other assets used in your business in order to analyze your conversion path and see if it’s resonating with your ideal client.
A conversion path is simple. What is the path that a visitor takes when converting from a visitor to a lead? Do they find you on social media, and call you based on the phone number you have on your profile? Are they scrolling on the home page of your website, and clicking to an interior page and ultimately filling out a contact form?
It’s important to have a clear and concise call to action through out your website. Buttons that direct visitors to another page, clearly stating what action they will be taking will be. Whether it be a button to direct them to another page where they can get more information, or a button that directs them to a form that they can fill out in order to check your availability.
After reading this, I want you to go to your website. Scroll through your home page, and see if you have any call to action on your website that are either directed to an interior page, or a contact form. If there are buttons that direct to an interior page, are there buttons on that page that direct to the contact form?