Your website is central to your digital marketing efforts. If you feel you could get more enquiries from your website, this webinar will provide you with valuable insight into suitable actions to take.

1. 5 Ways To
Convert Your
Website Visitors
Into Customers
Presented by
Jag Panesar

2. Housekeeping
• You will be muted throughout the webinar
• You can type questions via the chat function in the footer which will be
answered at the end
• When we share our screen to present, you can make it bigger or smaller
by moving the slider left and right (on desktop devices)
• The webinar will be recorded for use on our website

3. Did you know....
Studies show that
humans have an
attention span
of 8 seconds.
That’s 1 second
less than a Goldfish.
https://www.cision.com/us/2018/01/declining-attention-killing-content-marketing-strategy/

4. Did you know....
88% of people
carry out
research
online before
buying.
https://www.pymnts.com/news/retail/2018/omichannel-ecommerce-consumer-habits/

5. My own research....

6. What does this mean?
You need to
convert 24%
of people
into enquirers
on their first
website visit.

7. What does this mean?
You need to
convert 24%
of people
into enquirers
on their first
website visit.
There is a risk
of losing the
other 76% to
competiton
in between
website visits.

8. You will learn about...
The Xpand Funnel - creating a lead magnet
1
2
3
4
5
Building credibility through testimonials and reviews
Creating a LinkedIn landing page for smoother user flow
Creating engaging content for your target audience
What to consider when placing CTAs on your website

9. A few important points...

10. A few important points...
• User experience design changes regularly.

11. A few important points...
• User experience design changes regularly.
• Today’s session is geared around business to business websites.

12. A few important points...
• User experience design changes regularly.
• Today’s session is geared around business to business websites.
• There are numerous elements that make a website successful including
design, images, load speed etc. These will not be discussed today.

13. A few important points...
• User experience design changes regularly.
• Today’s session is geared around business to business websites.
• There are numerous elements that make a website successful including
design, images, load speed etc. These will not be discussed today.
• We are working to the assumption that you are getting website traffic.

14. A few important points...
• User experience design changes regularly.
• Today’s session is geared around business to business websites.
• There are numerous elements that make a website successful including
design, images, load speed etc. These will not be discussed today.
• We are working to the assumption that you are getting website traffic.
• The actual conversion of the customer is down to you, these tips aide
the process

15. 13 years in
business
in house
professionals
Est 2007
About Xpand
• Studio based in
Saltaire, West
Yorkshire
• Full service
digital marketing
agency
• Est. 2007 - 13
years in business

16. Headway
Recruitment
Client
35% increase in traffic
after 12 months and
£114,000 of converted
business within 12
months
Result
35% £114K
INCREASE CONVERSIONS
Results

17. Pitts
Wilson
£200,000 worth of
enquiries in 6 weeks
through Google
Adwords
£200K 6
OF ENQUIRIES WEEKS
Results
Client
Result

18. Chris
Makin
£80,000 of new
business from the
website
£80K 24
OF BUSINESS MONTHS
Client
Result
Results

19. Energy
Mill Gym
500 members within
3 weeks. Target was 4
weeks
500 3
NEW MEMBERS WEEKS
Client
Result
Results

20. SOLAR7

21. The sales funnel

22. Awareness
The sales funnel

23. Consideration
Awareness
The sales funnel

24. Engagement
Consideration
Awareness
The sales funnel

25. Purchase
Engagement
Consideration
Awareness
The sales funnel

26. Purchase
Retention
Engagement
Consideration
Awareness
The sales funnel

27. The Xpand Funnel
Creating a lead magnet

28. Awareness Consideration Purchase Retention
Engagement

29. Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR

30. Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR Website

31. Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR Website
The perfect
scenario.
Enquiry!

32. Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR Website
The perfect
scenario.
But does this
always happen?
Enquiry!

33. Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR Website
Capture client data
ie. provide valuable
info in exchange
The perfect
scenario.
But does this
always happen?
Enquiry!

34. REPEAT
Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR Website
Capture client data
ie. provide valuable
info in exchange
The perfect
scenario.
But does this
always happen?
Email
To Increase conversions,
you need more
touch points
Enquiry!

35. REPEAT
Awareness Consideration Purchase Retention
Engagement
Online
Marketing
- Social
- SEO
- PPC
- Email
- PR Website
Capture client data
ie. provide valuable
info in exchange
The perfect
scenario.
But does this
always happen?
Email Email
Email
To Increase conversions,
you need more
touch points
Enquiry!

36. Examples

37. Examples

38. Accountancy practice
How to grow your
business without
taking on more staff
Examples

39. Accountancy practice
How to grow your
business without
taking on more staff
Finance broker
5 ways to manage
your cashflow better
Examples

40. Accountancy practice
How to grow your
business without
taking on more staff
Finance broker
5 ways to manage
your cashflow better
Insurance broker
7 ways to save on
your annual insurance
premium
Examples

41. Accountancy practice
How to grow your
business without
taking on more staff
Finance broker
5 ways to manage
your cashflow better
Insurance broker
7 ways to save on
your annual insurance
premium
Printer
Stationery template pack
Examples

42. Tips

43. • Make sure you know how long it takes from point of contact
to the point of conversion. This will dictate how regularly you
need to email prospects.
Tips

44. • Make sure you know how long it takes from point of contact
to the point of conversion. This will dictate how regularly you
need to email prospects
• Know your website user’s buying patterns.
Tips

45. • Make sure you know how long it takes from point of contact
to the point of conversion. This will dictate how regularly you
need to email prospects.
• Know your website user’s buying patterns.
• Give them a reason to come back to your website - regular,
well thought out blogs.
Tips

46. • Make sure you know how long it takes from point of contact
to the point of conversion. This will dictate how regularly you
need to email prospects.
• Know your website user’s buying patterns.
• Give them a reason to come back to your website - regular,
well thought out blogs.
• Email automation software: Mailchimp, Campaign Monitor,
Active Campaign.
Tips

47. Building credibility
through testimonials
and reviews

48. Why?

49. Why?
A great way to create emotional appeal.

50. Why?
A great way to create emotional appeal.
Something people can relate to.

51. Why?
A great way to create emotional appeal.
Something people can relate to.
Brings more credibility to your brand as it’s written by a
third party.

52. What makes a good testimonial?
Keep language natural
Don’t write it yourself

53. What makes a good testimonial?
Keep language natural
Don’t write it yourself
It doesn’t have to be in the
Queen’s English

54. What makes a good testimonial?
Reference an outcome
People pay for the result
Statistics and numbers
always get attention

55. What makes a good testimonial?
Reference an outcome
People pay for the result
Statistics and numbers
always get attention
‘John Smiths
Accountants
helped us save 3
hours a week by
streamlining our
systems’

56. What makes a good testimonial?
Keep it short
& concise
Longer
testimonials
can go on case
study pages

57. Tips

58. • Place a testimonial on your home page.
Tips

59. • Place a testimonial on your home page.
• You can feed reviews into your website via review platforms.
Tips

60. • Place a testimonial on your home page.
• You can feed reviews into your website via review platforms.
• Ask your client to mention names. It makes it more personal.
Tips

61. • Place a testimonial on your home page.
• You can feed reviews into your website via review platforms.
• Ask your client to mention names. It makes it more personal.
• Ask your client to leave a recommendation on LinkedIn. Two
for the price of one!
Tips

62. Create a LinkedIn
landing page for a
smoother user flow

63. Personal brand
“Your brand is what
people say about
you when you’re
not in the room.”
Jeff Bezos, founder of Amazon

64. Personal brand
Question:
How do you connect your personal
brand to your business brand?

65. Personal brand
Question:
How do you connect your personal
brand to your business brand?
Answer:
A LinkedIn landing page

66. The traditional LinkedIn
website link
Website
home
page
Services
About People
Case
studies

67. The LinkedIn landing page
Website
home
page
Strategy
Social
Case
study
CTA
Case
studies
LinkedIn
landing
page

68. Tips

69. Tips
• Think about the user flow on your LinkedIn landing page.

70. Tips
• Think about the user flow on your LinkedIn landing page.
• Talk about what you believe in relation to your expertise.

71. Tips
• Think about the user flow on your LinkedIn landing page.
• Talk about what you believe in relation to your expertise.
• Make eye contact in your pictures. Eyes are a strong
Biomotive Trigger.

72. Tips
• Think about the user flow on your LinkedIn landing page.
• Talk about what you believe in relation to your expertise.
• Make eye contact in your pictures. Eyes are a strong
Biomotive Trigger.
• Add a testimonial that talks specifically about you.

73. Tips
• Think about the user flow on your LinkedIn landing page.
• Talk about what you believe in relation to your expertise.
• Make eye contact in your pictures. Eyes are a strong
Biomotive Trigger.
• Add a testimonial that talks specifically about you.
• To go one step further you could at a ‘work with me’ CTA.

74. Tips
• Think about the user flow on your LinkedIn landing page.
• Talk about what you believe in relation to your expertise.
• Make eye contact in your pictures. Eyes are a strong
Biomotive Trigger.
• Add a testimonial that talks specifically about you.
• To go one step further you could at a ‘work with me’ CTA.
• The link can also be added to your email signature.

75. Create engaging
content for your
target audience

76. A few statistics

77. A few statistics
38% of people will stop engaging with a website if the
content or layout are unattractive

78. A few statistics
38% of people will stop engaging with a website if the
content or layout are unattractive
Users spend an average of 5.59 seconds looking at a
website’s written content

79. A few statistics
38% of people will stop engaging with a website if the
content or layout are unattractive
Users spend an average of 5.59 seconds looking at a
website’s written content
If given 15 minutes to consume content, two-thirds of
people would rather read something beautifully designed
than something plain.
https://www.sweor.com/firstimpressions

80. Key things to consider
Content is at the heart
of the SOLAR7 model

81. Key things to consider

82. Key things to consider
Know
your
values.

83. Key things to consider
Know
your
values.
Know
your
audience.

84. Key things to consider
Know
your
values.
Know
your
audience.
Solve
their
problem.

85. Key things to consider
Know
your
values.
Know
your
audience.
Lead them through your website.
Solve
their
problem.

86. Consider behaviour flow

87. Tips

88. Tips
• Don’t write in large blocks. Different people have different
reading styles - Skimmers, Swimmers & Divers.

89. Tips
• Don’t write in large blocks. Different people have different
reading styles - Skimmers, Swimmers & Divers.
• Write for your target audience, not for you.

90. Tips
• Don’t write in large blocks. Different people have different
reading styles - Skimmers, Swimmers & Divers.
• Write for your target audience, not for you.
• Hire a professional copywriter that understands web usability

91. What to consider
when placing Calls
To Action on your
website

92. What is a Call To Action?
A phrase that
is used to tell
the user
exactly what
action to take.

93. What is your goal?

94. What is your goal?
Entice a user to provide contact details?

95. What is your goal?
Entice a user to provide contact details?
Sign up via the lead magnet?

96. What is your goal?
Entice a user to provide contact details?
Sign up via the lead magnet?
Move readers to another page?

97. Example
Book Discovery Call Get a Quote
vs

98. Tips

99. Tips
• Give all CTAs the same styling.

100. Tips
• Give all CTAs the same styling.
• Use simple terminology.

101. Tips
• Give all CTAs the same styling.
• Use simple terminology.
• Personalise where possible.

102. You should now
know...

103. You should now know...
What a lead magnet it can help you convert enquiries
1
2
3
4
5
The anatomy of a good testimonial
How to use a LinkedIn landing page
What to consider when creating content
What you need to consider with CTAs

104. Two extremely powerful tools...
1 minute survey

105. Two extremely powerful tools...
Measure how people
use your website

106. Two extremely powerful tools...
Measure how people
use your website
Record & watch how
people use your
website

107. Email Jag Panesar
jag@xpandmarketing.co.uk
Email Danni Johnson
danni@xpandmarketing.co.uk
www.xpandmarketing.co.uk
If you’ve enjoyed the webinar, we would really appreciate
a LinkedIn recommendation or a Google review. Or both!
Let’s chat