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7 Essentials of High Converting Websites with Matt Eldridge

7 Essentials of High Converting Websites with Matt Eldridge

Do you feel like your website is leaking a lot of potential customers and losing you money? If you do, it can only be because you don’t have a high converting website.

In this episode, my guest and I might be able to help you on that journey to having the stickiest website in your niche!

I love every conversation I have with Matt Eldridge, today’s guest and a good friend of mine. I always come away a little wiser in the topic of websites. His knowledge on the topic is crazy!

Matt is the founder and CEO of Melt, an award-winning digital agency helping ambitious entrepreneurs generate more leads and close more sales with their websites. They deal with all sorts of lead generation, sales, and follow-up systems.

Content 10x is all about content repurposing. Since repurposing produces loads of material to promote yourself, we usually focus on how to create it and get it out there. But what do you do with someone after they get back to your online “property”?

The answer is you need a high converting website that is primed and ready to turn all that new traffic into revenue for your business.

{Listen to the podcast episode by clicking on the player below or keep on reading}

Matt lays out seven core elements high converting websites need to have.

1. Relevance: Drive Traffic to the Right Pages

If you are driving people in from social, make sure they hit a page that’s relevant to what they came from.

A lot of people link to a random page from their social media posts, one that has no relevance. Sometimes it’s the home page, or the general landing page, or just an unrelated promotional article that they wanted to get more traffic to.

If the page that visitors land on is not relevant to them, they’ll say to themselves, “I don’t know what you’re talking about,” and leave immediately, maybe never to return.

2. Persuasive Writing: Communicate Benefits & Convert

If people don’t know what you do after 5 seconds on your website you’ve lost them.

I was on a potential new client’s website once for 2 minutes and I still didn’t know what he did. In fact 10 minutes later I was still clueless.

We tend to talk in our industry jargon or we just know what we’re talking about so well that we can easily say something that makes sense to us but goes over everyone else’s head. Get peers or laypeople to give you their opinion on your website copy. You’d be surprised how many will say, “I have no idea what you do.”

Break it right down to the essential benefits of your offering, the problems that you’re solving, and speak to those. Your headlines need to be dripping with benefit in particular.

It’s like a date - try not to talk about yourself unless asked. Talk about the visitors and communicate how well you understand their problem.

Always test your writing. Sometimes a tiny change in a headline can completely change the success of a page. On Melt’s website, Matt and his team made about 10 variations of the intro header, tested them all for months, and eventually settled on the one they have now.

No guesswork necessary!

7 Essentials of High Converting Websites with Matt Eldridge

3. Authority Elements: Raise Your Credibility

“Authority elements” mainly refer to featured badges and other things that raise your profile in the mind of your target audience.

What are the rules?

The rules on adding someone’s logo are quite loose, as long as you don’t lie about your involvement. If you guest on someone’s podcast, for example, you were featured on their show. You can pop that in.

People often use the excuse that they’ve never been featured by any big companies like the BBC or Entrepreneur Magazine. Well, of course! Where do you think anyone starts out? With the smaller brands, that’s where.

And don’t worry that it makes you look small. It’s just as (if not more) effective to have badges are more niche, more relevant, and, critically, still familiar to your target audience. It makes you look very “in the loop”.

Once you’ve achieved a high converting website and you start to grow faster and get in with larger brands, you can always swap out your old, less-known badges if you like.

4. Likeability: Stand Out By Looking Human

Always include pictures of you and your team.

It’s relatively easy to launch a website these days. People know this, and they need a little more evidence to be sure you’re legit.

Most agency websites have a team page with profile pictures of their people, but why leave it there?

Add a team photo above the typical “team grid”, like Matt did at Melt.

7 Essentials of High Converting Websites with Matt Eldridge

On Melt’s homepage, they have a great video that lends a lot of credibility (because it looks professionally shot and edited), but it also lets you “visit” their office, “meet” their team, and even hear from a few satisfied clients. What could be a better first impression?

Disperse pictures of your team throughout the site, too.

For example, add smaller pictures around CTAs. Next to “Book Your Free 1-to-1 Strategy Call with Emma” add a picture of her. You’ll find that people will then actually expect and ask for the person. When they email you, they’ll start with “Hi Amy” instead of “Hi Content 10x”.

A high converting website feels to visitors as though it’s merely a thin curtain in between them and a bunch of friendly people (or one friendly person). It’s powerful psychology.

5. Consistency: Make Their Journey Smooth & Focused

Is there a clear journey for each service you offer? Have you thought about each step? When they wander around your website, are you sure it all looks and feels consistent with previous touch points?

Most people will judge the credibility of your business by your website design in the first 3 seconds.

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After that, they usually explore the site a bit. If at some point, they consciously notice the design then the consistency has probably been broken (unless they’re a designer and are looking for inspiration).

Stick to the same colour schemes, font-types, and button styles all over your site.

It also helps train them to spot a CTA button, in both shape and colour, elsewhere in the site. You’d be surprised at what people can click on sometimes, testing to see if it’s a button. Show them what to expect in terms of what’s hyperlinked and what’s not.

6. Social Proof: Raise Your Testimonial Game

Testimonials are terrific.

Video testimonials are the best. You can’t deny that.

A common testimonial mistake is to throw up a random one that says, ‘Service was great!’, but if you’re driving people to a landing page, you want something that speaks to the pain points that your service alleviates.

How do you get them? Honestly, they can be a bit of a pain to write and can feel like an additional favour, so sometimes you need to be persuasive.

Matt has even incentivized (in a totally legitimate way!) some of his previous clients for a good testimonial in the form of a free hour-long consult.

Another option is to write it yourself and ask for their review and permission. This allows you to tailor the testimonial for the landing page (or wherever) that you want to display it.

Star reviews are also pretty powerful. You can get them on Google or Facebook. So much of life is influenced by star ratings (Netflix movies, restaurants… your partner’s cooking if you want a row!). We’re well-trained to take them into consideration. When was the last time you watched a two-star movie?

Should you have a testimonial page, or sprinkle them around? Melt does both.

There’s no harm in having a single page of glowing praise that you have to scroll to get to the end of. Up to 10% of visitors check out testimonial pages. But they definitely shouldn’t be locked up there. Sprinkle them anywhere you need a little extra dollop of persuasion (and remember to use relevant ones if you can!).

7. Clear CTAs: Confusion Kills Conversion

Matt does a lot of health checks on websites, and about 90% of them either don’t have any call to action at all, or they offer nothing of real value, or they are confusing!

If the visitor doesn’t know what they’re getting, why would they ever sign up?

Your CTAs (and your language and design in general) needs be very clear about:

  1. What to do
  2. What the next step is
  3. What they’re going to get after that

Don’t ask for the world.

If you want to call, ask only for their first name, email, and phone number or Skype ID. You can ask for more information when you’ve built up a rapport.

If you have more than one call to action on a page, people don’t know what to do. Instead, use multiple CTAs for the same thing on the same page. For example, a button at the top of your landing page might say “Book your call now” and clicking that will scroll you down to the sign-up form.

Make it as clear as possible and quick to understand. People have short attention spans on websites. They’re scanning, too. You have only a handful of seconds to explain (a) what they’re getting and (b) what to do next.

Maximise the Value of Repurposed Content with a High Converting Website

With repurposing, you’re usually sending people to the full content that you’ve clipped into a teaser.

So we’re not expecting every visitor to consider buying from us. Content repurposing is terrific for building your audience and your arsenal of content, so it’s not as targeted or “close to a sale” as, say, a paid online advert.

Given that, how would a high converting website maximise the bottom-line value of traffic brought in through content repurposing?

Where Would You Normally Send People?

Melt never sends traffic to a client’s homepage. A landing page is almost always better because your homepage tries to do too much at once. Even if yours is unusually focused, you could always make a landing page that’s more relevant to any particular incoming traffic stream.

You’d get them to a page where you talk about the specific service or introduce them to a giveaway or other lead magnet.

Melt’s philosophy is to be as generous as you can afford to be. Guides, videos, surveys… whatever you can do to grow your email list and build up reciprocity points in your favour.

How to Make a High Converting Content Page

With content repurposing, you’re usually sending people back to a content page, which essentially makes it your landing page. So how do you make the most of it?

To capture leads effectively you need some sort of giveaway, or lead magnet. You can use the same giveaway across your site, but the more relevant it is to the topic of the content, the better.

If it’s a podcast, show notes work well as a place to put your giveaway.

People generally scroll through show notes and they’re perhaps more primed than usual to click something. If possible, make it so clicking the link won’t interrupt the episode. 

In any content page, you can add a soft pitch of your services at the end, an invitation to go to a page that you’ve carefully designed and written to appeal to your biggest offering. Somewhere in your pitch, you can also suggest your services page if your biggest offering isn’t what the reader wants.

There’s other screen real estate to think about - namely the sidebar. You could have a sign-up box there offering your giveaway, but it won’t do nearly as well as the contextual giveaway, otherwise known as the content upgrade, which is a small giveaway that enhances one specific piece of content.

For example, at Content 10x we have a few freebies to offer our site visitors, like our Repurposable Content Checklist and our One Podcast: One Month's Content guide.

What if You Don’t Have a Good Giveaway Yet?

You don’t have to go all in right away. Start small with one call to action such as “Sign up to get notified of new episodes”. However, you’re leaving a lot of money on the table if you leave it there.

Create a bunch of giveaways as soon as you can and start testing them. Try surveys, guides, content upgrades, bonus videos, interviews, catalogues, whatever you can think of that your audience might want… even half an hour of your time!

A High Converting Website is Never Quite Done!

There’s always more profitability to squeeze out of a website.

Matt runs monthly tests at Melt. They’re never resting on their laurels, and the result is an astonishing website. It’s an absolute joy to use!

Never forget…

What pain are you relieving?

How are you solving it?

Why do common objections not apply to you and your offering?

Keep these unchanging tenets in mind and tweak everything else and, sooner or later, you’re sure to achieve what everyone in business wants – a high-conversion website. You’ll have refined your digital storefront into a lead-generating, sale-closing machine!

To find out more from Matt visit the Melt website. If you want Matt and his team to take a look at your website to help improve it, click here to book your FREE website healthcheck.

You can connect with Matt on Instagram and Twitter for more great advice on website design and digital marketing.


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