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As a digital agency, we often see companies investing heavily in driving traffic to their websites yet struggling to convert that traffic into actual sales.
Businesses pour money and time into building a nice website, a few landing pages, and running online ads, only to come out at the end with less money coming in than they spent.
The website looks great and there’s even a contact form, so how is the return on investment possibly so low? While getting visitors to your site is crucial, it's only half the battle. The real challenge (and opportunity) lies in turning those visitors into paying customers.
In this blog, we’ll look at the six ways to help strengthen the customer journey from discovery through to purchase, and beyond:
When we work with clients to optimise their websites, we always start by understanding the complete user journey. This goes far beyond simply tracking which pages visitors click on. It's about understanding the entire experience from the moment someone lands on your site until they become a customer—and beyond.
Consider this: A visitor might find your website through Google, browse your services page, read a few blog posts, and then leave without taking action. But they might return a week later through a remarketing ad, download a whitepaper, and finally request a quote. This entire journey needs to be mapped, understood, and optimised.
Your website shouldn't be a maze where visitors wander. Instead, think of it as a guided path leading toward a specific goal.
The key is to ensure every page has a clear purpose and an obvious next step. Whether that's moving from a product page to a detailed case study, or from a pricing page to a contact form, the path should be obvious and compelling. It may be that multiple pages all point to the same destination, while other pages will have unique goals.
To improve your user flow, try writing out your website pages and identifying the goal for each page - whether you want the complete a particular form, visit another page for further information, or pick up the phone and call you. You can then begin implementing changes to add these next steps and remove any distractions.
Trust isn't built overnight or with a single piece of content. It's developed through consistent, valuable interactions across multiple touchpoints. Your website content should be strategically designed to build credibility at every stage of the buyer's journey.
This means creating various types of content:
Regular updates ensure that your online presence accurately reflects your current offerings, pricing, and processes. More importantly, it should align with what customers will experience when they engage with your team.
It’s important to regularly audit your website to ensure consistency between online content and actual sales processes. This includes reviewing form questions, updating service descriptions, and ensuring that automated responses match current sales team practices and next steps.
Ask yourself these questions when reviewing your website content:
Your website might generate plenty of leads, but if your sales team isn't following up effectively, you're leaving money on the table.
We've seen countless cases where websites generate dozens of leads, but poor follow-up processes mean these opportunities slip through the cracks. Your website should be an extension of your sales team, not separate from it.
Integrating CRM (client relationship management) software directly into your website can help your team ensure that every lead is properly managed. This allows new leads to be connected with, and your team can easily move on from not-a-good-fit or lost leads.
Converting a lead into a customer isn't the end—it's just the beginning. Your website should support ongoing customer relationships with educational content, support documentation and an easy way to contact you. These elements help ensure that new customers become loyal, long-term clients.
Customer relationships can also be strengthened with email and SMS marketing and automation, which ensures regular connection without spending countless hours sending individual emails.
A website that generates leads but doesn't convert them into sales is like a shop with a broken cash register - lots of browsing but no buying. The key to increasing website sales conversions is creating a seamless journey from the first click to the final sale, ensuring leads are connected and deals are closed.
Need help to optimise your website for better sales conversions? Contact us to see how we can help transform your website from a digital brochure into a powerful sales tool.
