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A website is essential for virtually any business these days, including professionals in the pallet industry. Despite all of the DIY options to get a site up and running quickly, the truth is that not just any website will do. If you want your website to work for you, you’ve got to focus on conversions.
In terms of your company website, conversions are events in which a lead takes a predetermined action. While completing a sale can certainly count as a conversion, filling out a contact form can also count as a conversion.
Likewise, signing up for your pallet business’ email newsletter can be seen as a conversion. As long as prospects, leads, and customers take action that can lead to sales, you can count these events as conversions.
When starting pallet business marketing efforts, optimizing for conversions may be the last thing on your mind. You want your website to look good and project a professional image, but it’s important to not get too hung up on mere aesthetics. While having a professional website is a crucial part of the equation, optimizing for conversions during the design process is just as important, if not more so.
Although conversions can be a complex topic, there are some simple things you can do to design a website with conversions in mind. While any website is better than no website, you’re simply not going to get the most from your investment if your website isn’t optimized for conversions.
To help you know what to look for and include in your pallet company's design, layout, and user interface, below are some tips on how to design a pallet company website for conversions:
Before you can design a pallet company website for conversions, you need to have a goal in mind. As mentioned, conversions can be measured differently, so consider what actions you want a website visitor to take.
If you’re a pallet supplier wanting leads to request a quote for custom pallets, feature a prominent “Get a Quote” button on every page. If you want visitors to request a demo, make it easy to contact your company by including phone numbers, email addresses, and social media links. Defined goals can help your design direct visitors where you want them to go, see what you want them to see, and take the actions you want them to take.
In a nutshell, when you start with a conversion goal in mind, you can tailor the content of your site and individual pages to achieve that goal. Without a goal, visitors can become distracted, bored, or simply lost.
Because you’re starting with a goal in mind, this can make it easier to streamline the content of your site to direct visitors where you want them to go. This is where you need to focus on the user experience.
While today’s web technology allows you to create flashy animations and interactive elements, you don’t want to overwhelm visitors. Once again, you have a goal in mind, so don’t derail visitors by including a lot of distractions.
Your user interface and navigation options should be clear and efficient. While beauty is in the eye of the beholder, implementing design techniques that make it easy to do business with your company can make a big difference. Look at other websites in your industry for inspiration, or partner with an expert to get a professional and thoughtful design.
Research has shown that people will likely click away from a website if it doesn’t load quickly. In fact, according to Marketing Dive, 53% of mobile users abandon sites that take over three seconds to load. You want to make the experience of doing business with your company as easy as possible, so take a look at the technical details of your site.
For example, while you want your site to be aesthetically pleasing, it doesn’t matter how nice your web design looks if no one ever sees it. A site bogged down by large image files and video clips can take longer to load, especially on mobile devices. A slow loading speed can impact conversion rates.
Google Analytics and similar tools can be used to track metrics related to conversion rates, and this data can help you zero in on what pages may need a technical audit. If you see that people are visiting a page and then leaving after a few seconds, this can indicate that the page is loading slowly and causing visitors to leave before they can see its content. You can also use Google’s PageSpeed Insights to see how your website loads for users.
Another way to improve your site if you’re interested in how to design a pallet company website for conversions is to use landing pages. A landing page is a page designed for a specific purpose and is usually considered separate from your product and service pages, “about us” page, homepage, and other core pages on your pallet company’s website.
One of the most common ways to use landing pages to convert visitors is to incorporate them into paid ad campaigns. To do this, create an ad for social media, Google ads, or any other platform. Then, create a landing page that specifically ties in with the ad. Next, link the ad to the landing page.
The reason landing pages work to increase your website’s conversion rate is that people who clicked on the ad have already shown interest in your offer. In a sense, these are warm leads. Because the landing page is designed exclusively to tie in with the ad and offer, you can streamline the page’s content, eliminating distractions that can take the focus away from the main goal: conversions.
Although the tips above provide an overview and offer some helpful guidance on designing a pallet company website for conversions, there’s so much more to this topic if you want to truly create a converting website. Many pallet company owners partner with professionals specializing in conversion rate optimization when designing websites.
A digital marketing professional can streamline an existing site or design a new one to attract potential customers. They can also rely on case study data to optimize the customer experience for higher conversion rates.
Ready to improve conversions for your pallet company website? Pallet Company Marketing creates custom solutions to improve brand visibility and conversions through web design and development, SEO, and more! We’re a dedicated pallet marketing company specializing in targeting your customers.
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