Forget SEO… Do You Have A Conversion Problem?

TRANSCRIPT:

Michael 0:00
Hi guys, Michael here before we get into the show, if you’re a Twitter user head to at service scaling, I’m tweeting a bunch of stuff. I’ve learned scaling our digital marketing agency, and I think you’ll find it pretty interesting. All right, let’s get into the show.

Unknown Speaker 0:15
It’s time for the SEO show where a couple of nerds talk search engine optimization, so you can learn to compete in Google and grow your business online. Now, here’s your hosts, Michael and Arthur.

Michael 0:37
Hello, and welcome to another episode of the SEO show. I am Michael Causton. And I am joined by Arthur fabic. Hello, how are you doing? I’m doing very well. I’m very excited. I always like everyone’s excited. You’re

Arthur 0:49
excited every week. Well, this

Michael 0:51
week, we’re not even talking SEO. And I’m still excited.

Arthur 0:54
Because what are we talking about this week?

Michael 0:56
Well, we’ve taken the FMEA and we’ve replaced it with CNR. CRO. Forget SEO, do you have a conversion problem? That’s the topic.

Arthur 1:06
So start with what the CRO stands for conversion rate optimization,

Michael 1:09
for those that don’t know what her? Yeah, so basically, traffic, you know, SEO will get your traffic. Once the traffic lands on your website, it’s your website’s job to turn those people into a lead or a sale or whatever it is you want them to do. That’s known as a conversion. And there’s things you can do to your website to offer to your copywriting to make it more appealing to the people landing on it and get more conversions. That process is known as conversion rate optimization. And, um, we wanted to talk about this because, you know, a lot of people will often say, you know, I need more traffic, I need more, you know, run spend more on Google ads, or I need to get more SEO rankings. They’re looking at the traffic they’re trying to pump more people in when really they should be looking at their site and trying to improve it and get more value out of the people that are already going to it.

Arthur 1:55
Yeah, it’s often an area that’s been neglected. Massively. People just don’t understand.

Michael 2:00
Yeah, you look at any business when they launch a website, the very first thing they get your favourite out like we we welcome, welcome. Welcome to Johnny’s surgery, yes, you don’t need to say welcome to on a website, it’s implied that you’re welcome by the very fact that the website exists on the internet, which is public, anyone can go to that website. So don’t say welcome. Don’t talk about yourself. We we our we’ve been in business, this is common stuff that websites do. Contact Forms don’t have any

Arthur 2:30
layout for your about us page.

Michael 2:31
I’m ranting Yes, you are. There’s common things websites do business owners do with their website that hurts a conversion. So we’re going to run through them all and try and help you make some improvements to your conversion rate. Sound good? Sounds great. Fire up, get excited. I’m excited. We’re talking CRO.

Arthur 2:51
Okay, so the first thing let’s talk about the offer, okay.

Michael 2:56
Oh, I thought you came in hot and then just

Arthur 3:00
threw it to me like this is your part here. Because well put a lot of time into this.

Michael 3:03
The Alpha can make or break your conversion rate. Because it’s the first thing that people see when they land on your site. It’s your offer is what they’re comparing your business to against the competition is, you know, it’s basically what is the exchange between you and them going to be super important. But what yeah, a lot of websites when you land on it will just say, plumber, Sydney get in touch. Yes. That’s not enough. No. So more than just that headline on the sales page, the offer needs to be you know, the service you’re providing what what price, it will be, how you’re paid the terms and conditions, the benefits to the offer, bonuses, all that sort of stuff, all bundled into one thing. So it’s not normally just summed up with one line on a page. It’s a whole bunch of stuff.

Arthur 3:51
Yeah, into it. Essentially, it’s your opportunity to entice the person to get in touch. Yes. So basically telling them or giving them every reason to whatever the conversion is to phone or leave a form submission. That’s your opportunity. So a lawyer, like I said, Often people will neglect that completely and have some rubbish on the, you know, relevant stuff on the page. Like you said, you’re welcome to the site. We’ve been in business for 50 years. Yeah, no one cares. Get in touch. No one cares. They want to know why they should get in touch the benefits,

Michael 4:21
contact us. But why? What am I contacting you for? Yeah, exactly. Yeah. So when you land on the page, you need to hit them over their head with what makes you different, what’s so compelling about you that they should get in touch with you. So your offer needs to be super value packed? Like it needs to be so filled with value that people will be like, well, I better get in touch with these guys. I’m an idiot if I don’t so what’s a good offer?

Arthur 4:43
Let’s break that down in terms of let’s just say you’re a plumbing Well, one

Michael 4:47
second. Okay, sorry, I’m jumping the gun here a little bit yeah, then we can do some examples okay. So it needs to be super value pack. So it needs to try and remove risk to the customer. So call it risk reversal or removing perceived risk to the customer. So things like a free trial or money back guarantee, you know, if you, if you invest in this and it doesn’t work, you get your money back that sort of removes risk. So yeah, again think why not do it? Or, you know, free Charles says you can test it before you even pay us

Arthur 5:14
like a free call out it feel like a service based plumber or Yeah, electrician or blind installer.

Michael 5:19
Yep, yep. And then bonuses are important. So adding in additional products or service, or extra time on the guarantee, bundling stuff in. Again, it’s normally just perceived value to the customer, it doesn’t necessarily have to cost you too much on your side, but you’re just packaging it up in a way that makes it appealing. So you get by via this computer from us, and you get 12 months of monitoring or something like that, you know, additional warranty on the site. Yeah, that’s sort of a thing. And then urgency and scarcity. So expiration date to the offer. So like a good example of that is an ASP Yep. Give you an example of an offer. We ourselves in our business. In June, we ran our first ever efe sale, our first ever like sale just to see how it went. And we offered like a percentage off. If the customer came on board in June, it had the end of the month as the cutoff date. If you’re not subscribed by the end of June, then it goes away. Yeah, it had a discount. So there’s that sort of, I guess, value to it. That’s an example of an offer right there. So that’s one I’d know Do you have any others up your sleeve that you like the sound of?

Arthur 6:30
I was going to make one up on the spot? Go on, let

Michael 6:32
us first sell an offer. Okay,

Arthur 6:34
so let’s just say you’re a service business, air conditioning dealer, plumber, electrician, pick one? Air conditioning. Okay. So after thinking about this,

Michael 6:45
I’ve got one, okay, go. If you get the ducted air conditioning system supplied and installed for X amount of dollars, it’s percentage off this month, because the manufacturer deal, you know, like, Jujitsu or whatever. And then they’re also going to bundle in, if we control free controller, and then maybe servicing for the first year. Okay, for a fixed price, but you have to have it done by the end of this month. Sure, as opposed to landing on another air conditioner site where they say, We are Sydney’s leading air conditioning company, contact us.

Arthur 7:17
Okay, so the offer would be, we have to stick to their conditioning system, this month only, we’ll upgrade your controller to a premium controller, give you one month or one year service, and also throw in an extra zone. So instead of having three zones, you get four zones

Michael 7:30
rechecking zones in Yeah, that is a that is an offer that is so good. You can’t refuse yes, if you’re in the market for that sort of thing. So anyway, I think the point is clear, right? Like, think about what is going to compel people to do whatever it is you want them to do on your site. So a leader in businesses fill out a form get in touch so your salespeople can get in touch with them. Yes. Frontline that offer with all sorts of value and reasons to get in touch. Yeah.

Arthur 7:57
So I guess in this case, you’d be removing the risk by giving a free quote, for example. Yeah, so no strings attached, someone can come out and quote you.

Michael 8:04
Yeah, it’s like our site, right? We do. Get, we ask for everyone’s information. And then we say, we’re going to put together a strategy that helps you get more customers for your business, we’re going to use the goals, you’ve told us, it’s going to be totally custom to you, you get one hour with one of our specialists to run through that strategy. At the end, you can take that strategy, do what you want with it, you don’t have to engage with us. If you want to, we’ll let you know some pricing. But that’s a pretty good offer for someone that’s interested in that you’re leading with value, you’re providing them with value. So it’s all packaged up nicely. Yes. That’s better than just saying contact

Arthur 8:37
us. Of course. Yeah, I guess that kind of leads into our next point here. So the call to action. Like you said, a lot of websites and landing pages will have a call to action, you know, contact us get in touch something that doesn’t mean anything. So people want to know what I guess what the call to action is what they’re getting.

Michael 8:58
So what happens next?

Arthur 8:59
What happens next? Yeah, so like, for example, we have get a free, as Jeff

Michael 9:04
says, free proposal, but all the signage says like, we’ll show you how to get customers online and be in touch. So you sort of framing what’s going to happen when they fill out the form. So coming back to the air conditioner, it might be get in touch, we’ll get back to you within one business hour. Let’s say it’s super fast. But let’s say that you’re going to get a no obligation free quote and you’re going to get a in home inspection or virtual visit and at the end, you’ll know the exact system for your needs. Taking into account your LinkedIn call to action. No, but this can be as simple as having a few icons with little labels, you know, like saddle up so because you think about it landed like a lot of pages, you land on it, and they might not even have a form or a call to action like a like a clear, bold, colourful button. It does have the contact link in the header. You click it.

Arthur 9:53
You don’t know how long it’s going to take for someone to get in touch. You don’t know what the next step is? goes into the phone. never hear from them. Exactly. I remember you’re getting in touch with some shutters.

Michael 10:04
Well, I’ve actually just done it with the soundproofing in this room, right, I hit up maybe three or four businesses yesterday. Lots of them were just really sort of basic sites form on the contact page, you submit it, you don’t get any confirmation email saying thanks for that member of our team is reviewing, we’ll be in touch. And you don’t hear back from them. That’s all too common, particularly when dealing with like service businesses. Whereas if you have something totally opposite to that, like a really slick, I told you so warm and expect

Arthur 10:35
good confirmation email, or like, even like a pop up, yes, thank you for submitting the form. And these are the next steps. Here’s what happens if someone’s going to get in touch with you within this time period. They’re going to do XYZ, yep. And you know exactly what to expect. You know what you’re waiting for, you’re not, I guess, you know, flying blind, waiting, like you said, you might be waiting forever. So

Michael 10:55
imagine if any inquired with one of those guys. And I was just adamantly steadfastly waiting to hear sure it

Arthur 11:00
happens, I’m sure there’d be plenty of service based businesses that just let lead slip away.

Michael 11:06
When I know this isn’t really related to call to action, but when it comes to handling leads, you need to be getting back to them. fronto, let the first five minutes are vital the first 10 minutes, the first hour, if you let it go days, all those businesses that got back to them quickly, are in the back seat, because the process has already started with them. And before you even get back to them, yeah, there’s tonnes of studies about like, I was going to the speed of response, I was

Arthur 11:30
gonna ask you a question maybe at the end. Okay. Against it’s, I can ask it now. But essentially, if you get a landing page, you got a form and you got a phone number? Would it be better to get one card someone to get in touch straight away than it would be filling out a form? Because I feel that’s instant, you know what I mean?

Michael 11:48
It depends on what your goals are and the way your business operates. Like, in our case, for example, we have our phone on the site. Yep. But our prominent call to action that we push all the way through the page for a proposal for a proposal. And when you go into that, it asks, like 1112 questions about their business. That is not just for fun that so we can prequalify. And when the lead comes in, we can tell if that business is going to be the right fit for the services we offer. Yeah. So if you just have people calling you all the time, yeah, that means your resources are spending a lot of time on the call. Yes. Figuring out if you can help them or not. Yeah. Whereas if you use a proposal form, you already know that so it sort of depends on your goals.

Arthur 12:29
Yeah. Because in my head, I’m thinking on the flip side, imagine you’re, let’s say a locksmith, you don’t people people lose their keys and are waiting to hear back from a form submission? Yes. So like, I would I would even argue that you don’t even have a form on the landing page, just a phone number. Yeah, emergency locksmith

Michael 12:46
call, and people will be on mobile. So tactical, like that’s a call to action all the way through your phone icon. The number call now, fast response will be with you in half an hour with no matter where you’re at in Sydney, just talking about speed, speed speed, all the way through? Yes. So of course, like everything, it depends on your business and what you’re trying to achieve. But the next one doesn’t doesn’t matter what you do. You need to use benefit driven copywriting on your website, rather than what a lot of businesses do, which is just talk about them. Their offer, not their offer their product, their features. And then the

Arthur 13:25
history. Yep. They’re always the best or the the leading Yeah. Because it’s trusted.

Michael 13:32
Yep. Number one, number one, very arbitrary. They have no, I don’t know where that number one came from. It’s just in their opinion. In our opinion, we are the number one landscaping company in Sydney. But most trusted as well. Yeah. People don’t care about any of these unproven statements you make about yourself, they care about them where they are in their situation and how you’re going to help them achieve whatever it is they’re looking to achieve. So your copy needs to make it clear that you are the business for them and their problem. So very simple. Us, our we that sort of stuff, replace with you yours. Yeah. Talk to the end user, talk to what it is they care about addressing their needs. So one of the ways of doing this is focusing on benefits, rather than features. So features are just a list of things that you know, something does. Benefits are the difference that makes in their life or the end, the end result, the outcome for them. Yeah. And that’s the number one mistake I see all the time on business was

Arthur 14:36
just taking the the feature, and you’re essentially rewarded rewording it to solve a problem that the end user might be having. Because they’re getting in touch because they have a problem and they need a solution. Yes. So you’re essentially providing them the solution?

Michael 14:50
Yes. And you’re using language that frames it in a way that is compelling to them. So the example I had here is about carpet drying. Like if if, let’s say your kids block you The shower drain water overflows and goes out into bedroom floods, the carpet companies that come and drive a carpet quickly happen to you. That exact scenario has happened. I’m speaking from experience, if you land on a website that’s just using features that might feature might be drives kaput quickly of like, whatever the unit is or something. Yeah. If you’re trying to reframe that, to focus on benefits and outcomes to the end user, it would be our system so fast, it will prevent further costly damage to your house, get your place dry and livable, and you’re using the room within 12 hours. Okay, so very different sort of, I guess, approach to copy. The second one is what works. It’s what’s going to compel people to get in touch rattling off pages. People don’t care talking about yourself. People don’t care. Yep. So just be very careful with your copywriting.

Arthur 15:51
Yeah, that makes sense.

Michael 15:54
All right. Let’s talk social proof. I love social proof you do. The way to explain social proof that I always used when I speak to various businesses is, if you look at a restaurant, or cafe, there’s a massive line out the front. Every seat is packed. People it’s actually absolutely heaving. What, what are you going to say? Like, let’s say you’re going past that with the wash? What would you say to your wife about that place? If you saw it?

Arthur 16:22
I would say well, this place must be good. Yeah,

Michael 16:25
we gotta go there. Right. Yeah. That’s a bit less busy, though. Yeah. But that is social proof. And that stuff applies online just as much as it does offline. Yes. So what are the things that we always bang on about to our clients when it comes to social proof that they should be trying to accumulate, maybe just, let’s rattle them off, and then we can go into detail a bit more on the mall. So I’m gonna

Arthur 16:49
rattle them all off at once. I do want to get off. Okay, so case studies. Yep. I do want to go through all of them. I do want to

Michael 16:55
say that these testimonials, reviews, and all of those sorts of things. Yes. are important. Yes. But let’s chat about each of them.

Arthur 17:03
Okay, so case studies, I think probably one of the most valuable people want to know, examples of your work. So, for example, for us, you know, whenever we work with a client, and we get good results, we’ll try to write up a case study because people will find these case studies, and then read, I guess, you know, what we’ve done, the strategy, the results that we’ve achieved for the client, and then they can visualise us doing that for them. Yeah. And then they can see a portfolio of, you know, 50 6070 different case studies across different industries, different websites, service, e commerce, that obviously they’ll start to have this perception of us that we obviously know what we’re doing. Because if we can achieve results across all these different types of clients, then there’s no reason why we can’t do the same for them.

Michael 17:50
And also, even if you have enough, chances are you’re going to have case studies that are super relevant. Yeah, exactly. Which is even more powerful. Yes. It’s like they like well, if this business, and I’ve done this, so yeah. People just love to see examples of work you’ve done and their specific scenario to make them feel at ease that you’ve been there done that, and can do it for them, too. Yeah. A lot of businesses don’t do much work on case study, though building it up, no. Such low hanging fruit. Look at your previous customers, where there’s been really strong results and write up what happened and put it on your website. Because the other interesting thing is that we’re talking about people filling out forms before and like in our case, we have the form that really qualifies people out based on you know, whether we think they’re the right fit for us. Yep. 95% of the people that are filling that out, have already really looked into us. They’ve looked at our case studies, that testimonial that reviews, the award has been all over our website being on our social media profiles, they really know that they’re, they really know they’ve warmed themselves up to inquiring with us. So if case studies are a super vital part of that, another one is customer testimonial. So video testimonial favourite.

Arthur 19:02
And if you love a good video testimonial,

Michael 19:06
I do I get excited when someone’s willing to do it. This is true. This is not an exaggeration. Now, I’ll be excited for weeks. Talk about it. Like everyone’s sick of hearing about it. Yeah. But the thing that we like about video testimonials is it’s so powerful, it’s authentic. It’s a real business and a guy on camera. And in an ideal world, from our point of view, they’re telling a transformational story. Like here’s where I was over there is where I wanted to be spoke with local digital, they put together a plan and they executed it and now I’ve achieved my goals and then some Yeah, that is super powerful. Yeah.

Arthur 19:41
Tell. I’ll tell you one thing. It is tough to get someone to do a video testimonial so you have to be doing a real good job for them to agree to jump in front of a camera. Yeah, and do it. It is a process. It’s

Michael 19:54
scary like camera, the lights, you got all these people looking at you. You’re all miked up you’re trying to talk to like it, it’s awkward situation they’re putting themselves in. So the fact that they’ve gone ahead and done that is in and of itself very powerful. Yeah.

Arthur 20:08
Yeah. And it’s like you said, it’s hard to hard to forge, you know,

Michael 20:11
like, yeah, really like very hard. Because if it’s a real business, you can just go and see if this person actually works. Or if it’s not as an actor, maybe

Arthur 20:21
yeah, because there would be, I guess, situations where I’ve seen online people would have testimonials from people with just in front of a webcam with no context, not even like not mentioning who they are, where they’re from, it’s just yeah, you know, Tony, Tony, you know, than them just rattling on about how good whatever the services so that stuff that is obviously made up suspect suspect suspect at best, but if you’re looking at like a well shot testimonial with with a clear, you know, you can see the brand, you can see the person you can see the title. Yeah, you can research them, you can find them on LinkedIn, then yeah, bang

Michael 20:56
B roll showing the office and whatever, like the product or service being made or done. Yeah, hard to forge that. Yeah. Like Me think people will use their ability to perceive. They suspect advertising and Michael, authentic advertising. Obviously, the authentic approach is what we’re talking about here. Yes. But as businesses, just like you should be creating case studies, you should be canvassing your customers to see if they’ll give you video testimonials. And when they say yes, jump on it and make it happen quickly. Yeah. And then that should be going on your website, customer testimonials, case studies embedded in your website, you’re gonna get more converted a

Arthur 21:32
second, they give you any sort of praise is an opportunity for you to Yeah, you know, pretty much slotted in incentivize them maybe as well, like, yeah,

Michael 21:40
if you can, yeah, if there’s a way that you can make that happen. Like, give them a month free or give them maybe you’re offering a new service line, and they can have it for a while for free, whatever, you know, it’s going to be relevant to your business. But the other one on this note of incentivizing or when when you hear people are happy, is reviews. Yes, minute someone is interested, not interested, if they’re happy with you or telling you that you’ve done well. Say thanks for that. Really appreciate it. Would you mind leaving a review, and you have your link ready to go so that all I have have to do is click it. Go on your Google profile?

Arthur 22:16
Leave your review, surprisingly hard to get them sometimes super hard? Yeah, real ones. We make it really easy for them button. Yeah, I guess there are situations where the client doesn’t want anyone knowing that they’re working with a specific agency, which is fair enough. But then a lot of the time people are maybe lazy or so they they will say they’ll get to it eventually. But yeah, it is hard. You got to keep pressing?

Michael 22:41
Yeah. Yeah, I’ll do that. And then they get busy. And then the review doesn’t happen. So we bang on, we’re constantly asking, and we slowly accumulate them over time. That’s what you should be doing in your business. sites like Google Facebook, product reviews, big Australian site, maybe clutch. That’s what we do. But like there would be industry specific sites that you can get reviews on. Yes, just constantly request, we actually did an episode on the topic of reviews in Episode 30, of the SEO show. We did. So you can go back and listen to that. If you want, we won’t recover that ground now. But one thing I would say is, wherever possible, try and automate your review requests. So you don’t have to manually remember to do it by

Arthur 23:22
sending an invoice or something. You just have a little link at the bottom saying, you know, thank you, we appreciate you. Yep. Feel free to give us a five star review or not even

Michael 23:30
feel free it would say likely, like any business we rely on. Yeah, positive word of mouth. If if you think we’ve done a good job, yes, please take 10 seconds to leave us review.

Arthur 23:39
Yeah, there’s also like ecommerce platforms where you purchase something. And after the purchase, you get that pop up. Ask him to leave a Google review. Yep. So having that sort of thing set up as well.

Michael 23:49
Yep. The key point is you got to be canvassing and getting them. And then once you do have, they’re going

Arthur 23:56
to be providing a good service as well.

Michael 24:00
All of these advice, advice and social proof, were assuming that you are actually good at what you do and have happy customers. As a caveat.

Arthur 24:06
Yes. Then go asking for reviews if you don’t get a job, because that will probably not end very well.

Michael 24:11
Yes. Once you do have them, show them off. Put the badges on your site. Put them all over your landing pages, even in your email signatures in your sales decks in your proposals everywhere. Yeah. All this social proof airship made it with the Google rating. The last one I wanted to say on actually second last one on social proof is awards, their business awards. I think that every business some of your marketing budget should go towards entering awards. Yes, some awards a free some cost money to enter yes. But they are a marketing tool in that. They’re just another form of trust. You know, like if someone’s weighing you up versus someone They’ll send you have industry awards or you have like sort of generic business awards that you can point to and the other people don’t, then that can be a little tick in your column that they’re not getting. I’m not saying that awards aren’t normally going to be the sole reason that people are beating down the door to work with you. But they’re a trust building, of

Arthur 25:16
course, exercise. Yeah, absolutely. Especially if the industry based and yeah, it makes makes you a leader in that industry. Yeah. I guess on the flip side, it does take effort, the same caveat applies, you’d have to be doing a good job in order to win an award. So yeah, there is a bit of effort and like you said, maybe a cost involved mentoring so But definitely, definitely worth doing.

Michael 25:39
I was gonna say not all awards are built the same, like an industry specific one for you know, like, in our case, that’s a campaign success. That’s judged by like digital marketing practitioners. That’s good. But then there are awards just for growing your revenue, no, like fastest growing companies less places to work. That’s pretty good. Because if you if you’re winning that like it shows that your team is happy. Yeah. But I feel that if your business is just growing, like as a customer, who cares? Like, it’s not really, it could even be a bad thing, if a business is growing super fast. Could be are they maintaining their customer service at the same rate? So yes, I don’t think I could find to get them. But I would say industry specific ones that deal with like you delivering your service are more powerful as an award.

Arthur 26:26
Yeah. That makes sense.

Michael 26:29
All right. And then the last one, is just if you happen to get any press or media coverage, somehow, you know, if you’re covered in the local paper, if you’re covered on news.com.au, that sort of stuff, put it on your site, all of this stuff. It’s like little, what would I say? They’re just, as I said, checks in a column. So the more of it you have in your site, when people are doing that initial research before they ever get in touch. It’s just like, Yep, yeah, yep. Yep, building up trust building up, start

Arthur 26:57
with the easy stuff, you know, Google reviews, things like that. And then build up, you know, as you grow,

Michael 27:02
yep. All right. So we haven’t really spoken about design and how it comes into this. And I know we have no notes or No, curve or other, I’m gonna finish that because we’re talking about frantically looking through the sheet, we’re going to talk about copy, we’ve spoken about copy, you’re speaking about social proof. But I think what a lot of sites are guilty of with the design of them is they don’t make it easy for people to do whatever it is you want them to do.

Arthur 27:31
So you’re talking about like a design of a form or a landing page, or I’m saying,

Michael 27:34
let’s just think about, like, let’s say landscape is landing website. Yeah, you land on it, and it’s just talking about who they are. And then they have maybe a contact page, you have to go into the contact page. And then it doesn’t even have a form. It just has a Gmail on the page, you have to click that and then write an email. Yeah. As opposed to one where you land on it. In the hero banner at the top of the page before you scroll, like the main thing. Form built in? Yep. Ask for the details. And basically, we’ll get back to you within one hour free quotes. Servicing whatever area, big prominent headline, sub headline and then the three main benefits with like a little like on thing design, like tech supporting it. Yeah. Maybe badges for the social proof sticky header with the call to actions. Yeah, for a number. Yep. Call to Action to fill out a form. Yep, USPS on every page. Yep. Stuff like that testimonial, like a strip of testimonials, a strip of case studies all built in. So you got to think about the design of this stuff. Yeah. And how you lay it out on the page and not just go with, like, basic WordPress template. Design.

Arthur 28:38
If you’re focusing just on the homepage, and you’ve got, you know, the CRO and your homepage is immaculate, but then you neglect deeper pages, people might land on a, you know, a category page. If you don’t have your USP, you don’t have that call to action. You don’t have all the benefits, people might not go back to your homepage. So yeah, they miss out on seeing all that important information.

Michael 28:55
Yep. The other thing I would say is about pages. About pages shouldn’t be about you as a business too much like no little bit about pages another chance to talk to the person reading it and make it about them. So now how many people actually read about pages? It’s the most popular page on our site after the homepage. Okay. So that’s already Yeah. And that’s, that’s common across a lot of businesses.

Arthur 29:22
I don’t do it like personally that the reason I asked that is because I very rarely ever look at an about page for a business right? I don’t think I ever have.

Michael 29:28
I do I know I do. If I’m looking for like service, walk around the house or something. I look at the homepage, I go on the about just try and see.

Arthur 29:36
Because I think a lot of people would also just go you know, if they’re searching for a service, they’ll open up the first three ads that pop up, go bang, bang, bang, have a look at them, then not even scroll, just have a look at the I guess whatever is above the fold, and then get in touch with all three or base a decision based on those three. People obviously do things differently, Bob.

Michael 29:56
Yeah. Like I would say like within about page it’s a chain As to see, like the size of the team. Like if you go on about page for a plumber, and they have like, you know, a photo of 10 people and they’ve got a couple of youths in a van on the road, that’s probably means that they’re trustworthy. And you combine that with really good Google review ratings. Yes. To me, I’m going to inquire with that as opposed to just

Arthur 30:20
stock photos with the logo photoshopped poorly onto which like a polo shirt with some Eastern European black. Yeah. Or like an American guy with a wrench. Like we’re like, a generic high vis vest and a hot high. Yeah, like just putting a spanner to a conditioning unit.

Michael 30:36
Yes. Yeah. With a big smile on his face. Yeah.

Arthur 30:39
So that’s a big red flag for me.

Michael 30:42
But at the about page in general is talking about you and your value proposition, like what makes you different, but then tailor it to how you’re going to improve your customer’s life. The whole website is like a message board. It’s a it’s an ad, basically, your website’s big brochure. Sales brochures should

Arthur 30:59
be compelling, make it as fancy and as appealing and not fancy. Not fancy, but you know what I mean?

Michael 31:07
Well, it shouldn’t be as salesy Yes, possible without being sleazy. Like, yes. How are you going to improve this person? So that should be your your mantra, when you’re creating your website? How is your offer? So awesome, that it’s going to make a massive difference in these people’s lives. Everything you do with the design, the copy, and everything should be better than what most people do, which is talking about themselves. But I think that’s pretty good as a as an intro to CRM. Yeah, I

Arthur 31:36
think we covered most things there. If the big field CRO Yeah, I’m talk for days about it. But

Michael 31:42
a lot of this stuff, you know, in the CRO or you should test?

Arthur 31:45
Yeah, definitely. I mean, a lot of the stuff is probably not, you don’t have to test. This is

Michael 31:49
all basics, you should have this on your site. In the future, you can start testing and seeing which combination of this stuff works best, but we won’t start. I’ve already gone off on one tangent about design, I might go on one about testing. We’re going to move things up. Maybe we can do an episode one day on testing. Yeah, why not? Once we’ve run out of SEO topics to talk about, we can go into the SEO and CRO show perhaps why not. But look, that’s it for now, you might not have a traffic problem, you could have a conversion problem. So go test some of this stuff out, look at your site through this lens. Make sure you have all the stuff we spoke about today. If you don’t check it on there, your conversions could probably improve. So until next week, happy co borrowing. Yeah.

Unknown Speaker 32:35
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Transcribed by https://otter.ai