Building my business

Converting web traffic to sales

Melissa Payne Apr / 03 / 2016

You know your potential clients are searching for your services online, but do you know what drives them to choose you over your competitor around the corner?

Being found online is only half the battle – you also need to get people through the door. Here are our top tips for converting web traffic into new customers for your business.

1. Provide instant gratification

Consumers expect to be able to purchase everything they want – from a holiday to a haircut – at the click of a button. Providing people with the chance to book online allows you to capture clients the very second they decide to make an appointment. Time is a precious commodity to today’s consumer, so offering an instant, convenient way to do business with you is the perfect way to attract new clients, but keep your existing ones loyal.

2. Have a strong call to action

When it comes to capturing online bookings, it’s a simple formula: the easier you make it for people to book online, the more likely they are to book. Position is everything: for the best results, place your online booking button on the top right hand side of your home page – and on every other page of your website including your services page. Use a large button encouraging people to ‘book now’.

3. Offer compelling content

Remember, your website is more than just a place to display your address and phone number. The more interesting content you can offer, the more likely you are to attract clients. By presenting yourself as an authority in your field, you will be able to gain people’s trust – and if they can see for themselves how great your work is, chances are they won’t be able to book fast enough! Not a wordsmith? Don’t worry! Images make some of the most compelling content – just make sure you keep them fresh with regular updates.

4. Build your reputation

Let your happy clients do the talking for you, to add extra credibility to your reputation online. Showcasing positive reviews is a sure-fire way to entice new customers through the door. You can ask your clients for testimonials to publish on your website, or take advantage of tools like Spotlight to stream your online ratings and reviews directly to your site.

Melissa Payne
Melissa Payne is a marketing professional and copywriter with a love of all things creative. At Shortcuts, Melissa creates marketing collateral that helps salons, spas, clinics and barbers achieve their goals and run their business more effectively.

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