Improve conversion rates with StoryBrand website design

We’ve discussed conversion optimization, what it is, and why it’s important. We discussed how to improve a business website’s conversion rate with a sales funnel consisting of a lead generator, which is a great offer to your visitors, and an email drip campaign. Now we want to get into the specifics of how to increase the conversion rate of the website for visitors who may actually buy now.

Enter a StoryBrand website design.

Remember that not everyone is going to buy your product today. Sometimes you have to build up trust. Asking for a cup of coffee instead of your first date’s hand in marriage is the valuable offer of a lead generator and the ongoing email or drip campaign. We start here before driving traffic to the website because of the 100 visitors example, we now convert six of them instead of just two. This makes the cost per customer or customer acquisition cost lower.

Our Nashville web design group is set apart from others because we start with conversion rate optimization, using StoryBrand website design. We do this by optimizing the website to get visitors to convert and adding a sales funnel to capture those lost leads and sales and turn them into conversions.

To improve conversion rates on the website, we need to understand the customer’s behavior. They have visited your website because they are looking to solve a problem. With a StoryBrand website design, you talk about your company using narrative, positioning the customer as the hero with a problem to solve and your company as the guide to help solve it.

Statistics from Google show that you have around two seconds for your website to load before the customer leaves. If they don’t get what they are looking for in two seconds, they leave. Worse, for every second extra, it takes to load the site, the conversion rate will drop by 7%. So, start there with a quick website. This article isn’t designed to get into how to improve the speed of your website but it’s a Nashville web design group specialty so reach out for a free consultation.

Now that the customer is here, data tells us you have five seconds to convince your customer to stay on your website and make a decision. Months or work to build your website and you’ve got five seconds to make it count. How can you do it? With pretty pictures, clever marketing, or a sweet video? No. Words. Words sell.

In the five seconds, you have to answer three questions that your customer is asking: What do you offer? How will it make my life better? And how do I buy it? If that sounds too simple, read on. Our Nashville web design team has done these hundreds of times for customers in all industries and we’ve seen it work. We’ll give an example to illustrate.

A story of a website that didn’t work

Let’s pretend you put new roofs on houses, so the product you sell roofs. Maybe you sell shingles, patching, and such as upsells, as a way to get more customers, but the bulk of your business is new roofs. Your customer has a leak in the roof that looks serious. There was some rain last night and some sheetrock is on the floor and part of the ceiling is wet and looking as nasty as wet sheetrock does. In their mind, it’s a worst-case scenario that a new roof is needed and a patch won’t do. A bit of panic has set in and the customer is going to buy something today. 

The potential customer searches Google for roofing companies in Nashville and stumble upon your site, fourth in Google, and clicked it because they’ve heard the top couple of companies are expensive or shoddy. Here they are and here’s your chance to let your marketing work for you to generate the sales team a new, hot lead.

You didn’t hire our Nashville web design company but chose a different reputable marketing company to build your site. It turns out beautifully. The site loads quickly and looks stunning. In five seconds your customer sees your logo with your company name Acme Heights, a picture of a beautiful house with a landscaped lawn, and the words “Keeping Your Home Solid from the Top Down”. Below it, you say “Learn More”. There are about 8 links on the top navigation beside the logo, so the customer can find a lot of information about your company. On the website, there are articles all about roofing, customer testimonials, and information about your third-generation, family-owned business. It’s all there.

But then the customer presses the back button. Yikes. Not only did they just leave this site you’ve spent so much time and money on, but pressing the back button to go back to the search engine results page (SERP) told Google your website wasn’t what they were looking for when they searched for that new roof.

What happened?

How to fix it using a StoryBrand website design

The website didn’t pass the grunt test. That is our Nashville web design company’s indication that it’s so easy a caveman could understand it. It needs to answer the three questions: what problem are you solving, how is it going to make your life better, and how do I buy it? To answer these questions and give the visitor what they need in five seconds or less, you’ve got to put some time into the header of your website and understand the customer journey. 

First, there needs to be a tagline under the logo. Acme Heights is a great name but the logo needs to be apparent that you do new roofing, patches, and repair. Next, your text needs to be clear about the problem you solve. The clever marketing lingo isn’t going to fly. Instead of “Keeping Your Home Solid from the Top Down”, we could say “Roofing repair to keep your home dry” with a call to action underneath “Get Patched Today”. This tells your customer that you solve their problem quickly and they can see how to take action to buy it. The background image would be better served as a decent middle-class home with more of a focus on the roof. Or a video of a nice home with the roof being worked on. This website also needs fewer navigation links and the call to action is repeated in the top right corner in a color that creates contrast.

These simple changes alone will make a huge difference in the conversion rate. We’ll discuss in more detail how to improve conversion rates with a StoryBrand website design here. If you’re ready to get a free website assessment schedule a call with us now.