SEO Meets CRO: Build Trust and Increase Conversions

Written by: Jason Bayless | May 30, 2014

You’ve probably created landing pages targeted to specific products or services, frequently written and posted informative blog posts, and probably also have a robust social media campaign and a PPC campaign sending prospects to your website. Maybe your search engine rankings are excellent for your most competitive keywords.

But have you given much thought lately to how well your site is performing once folks actually get there? Might be time for some CRO.

Conversion rate optimization, or CRO, is the process of figuring out what will make more visitors want to become customers, or at least interact with your company by signing up for your newsletter, liking you on Facebook, or requesting a quote or more information.

Most professional websites are designed in a way that leads the customer through a certain process, with helpful information and a call to action on every page. But you may want to try a few CRO techniques to ensure that you’re making it easy for your curious visitors to become loyal customers:

  • Is your content readable? Don’t use a light text color on a light or patterned background. Be sure your text is broken into brief paragraphs and that it is concise and to the point. Make your site easy on the reader’s eyes, and they’ll be inclined to read more.

  • Use a heat map analysis. This allows you to discover which parts of your home page visitors click the most–that indicates which information, products or services your visitors are most interested in. Put a link to the most popular page right next to the Home page link on your navigation bar.

  • Display your “trust symbols.” If you’re accredited by the Better Business Bureau or an industry group, that inspires consumer trust and makes users more comfortable contacting you.

  • Make your call to action clear and concise. Place it not just at the bottom of the page, but above the fold too, in colors that stand out.

  • Use a short contact form. Only ask your prospects for the information you absolutely must have to produce a quote. (You can get more information once you’ve progressed a bit further through the sales funnel.)

  • Show results. Customer testimonials, a gallery (if you’re in an industry such as landscaping or home remodeling, for example), case studies–all of these inspire confidence and help the visitor visualize how you can solve their problem, too.

  • Go mobile. Since about a third of all web traffic comes from mobile devices, it makes sense to make sure your site is mobile-friendly. A click to call button is a must, too.

And though it’s not usually a page that gets a lot of attention (or updates), it might be time to write a better About Us page. That’s important for SEO, and also for building trust with actual human prospects who want to find out more about the people they’re considering doing business with. List your specialties, your team members’ areas of expertise, your achievements, and include quality photos of your team.

SEO can garner more clickthroughs for your website, and CRO can help them take the necessary steps to conversion. Together, the two fields make an excellent team for your success.