Happy freaking Tuesday. My New Year is off to a really great start. Sold my condo in Chicago in December and I am now pleasantly enjoying warmer temps in Miami. If you know anyone in Miami I should meet - let me know! 

OK. Now back to business. Today we're going to talk about your ONLY 24-7 salesperson...your website. 

Too many people underestimate the importance of their website. Allow me to explain...

ALL of your Go-To-Market motions, every single one, leads people back to your website. 

• Outbound....going to the website (and likely LinkedIn) to check you out before replying 

• ALL of your inbound motions will lead people there...PR, SEO, paid ads. Yep - all driving traffic back to your website. 

• 'Oh but I get most of my business through referrals'...ok but what do you do when someone says 'Hey, you should meet Jess, she's pretty good at sales stuff'. You go to my website to check me out before you just say 'Yep sure, intro me.' 

So if all roads lead to your website...we better get that right so we don't lose the precious leads we worked so hard (and maybe paid so much for) to abandon cart before we even get a chance to say hello.

ESPECIALLY because most of us have some form of ADD - diagnosed or society induced. The average adult has an attention span of 8.25 seconds. Read that again. You've got a small window to entice them to learn more before they GTFO or see a squirrel. 

So this week I'm sharing some simple tips for improving your website conversions. Let's go! 

Tips for a Bomb, High-Converting Website

#1 A strong (and clear) hero statement  

The largest font at the top of your website is called your 'hero statement'. And it should be short, sweet, clear, and direct. What do you do? For who? And why should we care? 

Sometimes you don't have to cram the whole answer in the largest font, but then you should finish answering that in the smaller text directly below your hero statement. Goal being - any visitor can answer those questions from 2-3 sentences at the top of your site before they hit the scroll button. 

You don't want people looking like this...

So, how do you write a strong hero statement? You work with a fractional GTM exec (like me!), a copywriter (MarkerterHire and TopTal are good spots to find them), or your collective internal team.

A fellow creator and business owner who puts out great free content almost exclusively about this topic is Anthony Pierri. Here is his very simplified framework -

#2 Include referenceable credibility on the home page

So once someone knows what you do, and for who (hey it's for me!), then the next thing they are going to do is look for credibility. 

Who else have they worked with like me? What do those users / clients have to say? 

Here is where you want to include a handful of logos the visitor would recognize or could research, along with quotes, and hopefully some kind of CTA pushing the visitor to look at your case studies or customer stories on another part of your site. 

If you've taken my prior advice and built up some public reviews on G2, this is your chance to grab those, or even integrate the review feed directly into your site real time using a tool like Elfsight. 

#3 Use buyer persona specific or use case specific navigation in your top menu bar

Your product or service is probably pretty nifty and may have a use case for multiple personas (eg a compliance officer uses it for X and their CFO uses it for Y purpose). Or it can be used by the same person for multiple things (eg I use Loom for sales prospecting AND for internal training and project feedback). 

This allows you to 1) help the visitor immediately confirm they are in fact your target audience and 2) it helps you take that visitor to a new page that speaks very directly to their use case. Then you're writing copy for that person versus everyone who may visit. It's more personal and ultimately more effective. 

Some examples of websites doing this well now - 

#4 At least 2 CTAs

CTA = call to action.

There are two important CTAs you want to have...

Schedule a strategy call / demo  - literally book a meeting with us right now. If they want to learn more now, make now accessible. Subscribe to our blog / newsletter / something to just capture an email - If they are intrigued but not yet ready to buy, let them easily subscribe to stay in touch.

 A large part of marketing is just staying in someone's orbit, so that when they are in fact ready, you are top of mind. 

AND if you add the first CTA, you better have fire alarms going off internally when it's used. A slack message, an email, a smoke signal. Time kills all deals and you want to make sure you are responding to inbound leads as soon as humanly possible to increase your odds of winning. 

Ok that's all for this week so I stick to the snackable format. Questions? Feedback? I'd love to hear it and am here to help. 

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With love and gratitude,