_edited.jpg)
CRO 101
Build a website that gets you conversions, just not numbers.
What is CRO Marketing?
CRO, or conversion rate optimization, increases the chance of visitors taking the desired actions to engage with you while on your website.
Having multiple Call-to-Action (CTA) buttons is not enough to encourage users to engage with you. They need an incentive such as a first-time discount, free consultation, or downloadable assets.
When users are incentivized, they're more likely to make a purchase, sign up for your webinar or seek more information about your services.
The goal is to achieve more conversions that lead to increased sales.
CRO Website Marketing Structure
_edited.jpg)
Using the backyard Barbecue Rule - A Furniture Company who target senior citizens could have a headline that reads: "Designed for Comfort. Crafted to Last Generations" with an image of a generational family sitting on grand furniture with a call to action of “Get the Senior’s Discount.”
Half of CRO marketing will depend on how your website is presented. It’s all about user interface, experience and visual presentation. This could include placing products and services in the right places, vibrant visuals and clear call to action buttons. Where you place certain elements and how you present them is key to inspiring your users to take desired actions.
You only have a few seconds to make an impression - this starts with your home page. A well structured home page should have a clear path for users, starting with visuals and a headline that tells the story of your company in minimal words to draw them in further.
The images you use should visually encapsulate what your target audience is looking for, featuring people or images that resonate with their aspirations, needs or identity. This connection helps to build trust and creates an immediate emotional impact, encouraging visitors to engage with you.
​
A good structure to follow is the backyard barbecue rule. If someone asks what you do for a living, no matter the industry - you should be able to explain it in 10 words or less. And that’s your headline!
The Foundations of A
Strong Home Page
Before leading users to a purchasing decision, your primary goal is to continue to build trust. Using the Backyard Barbecue Rule, the headline of your home page will determine how well users resonate with you. This impacts how long they stay on your site and how they interact with you. If your headline is accompanied by an image, this will become the foundation of your home page.
Next, you'll want to direct your users to your services by showing them what makes you are unique and how you can resolve their specific challenges. Highlight what you offer while emphasizing the benefits to your audience - this will encourage engagement.
And lastly, you'll need to showcase your customer success stories to establish credibility. Think of it as your closing pitch - without the heavy sales tactics. You want to turn a sale without making it feel like one. An effective home page should feel like a helping hand that offers a solution to the visitor's problem.
​
Using these basic tactics, you can have a home page that will skyrocket your CRO.
Beyond the Home Page
After putting together a compelling and user-friendly home page, it's time to focus on the rest of the website - starting with your service pages.
These pages play a crucial role in guiding visitors through the sales funnel by providing detailed information about your offerings while maintaining clarity and simplicity.
Service Pages
An effective service page feels tailored and approachable. It should focus on the visitor’s needs, answer their questions, and provide an actionable next step without overwhelming them with unnecessary details.
By simplifying the content and making the desired action clear, you create a seamless experience that guides visitors toward conversion.
Service Pages
Each service page should focus on a single service to ensure clarity and prevent overwhelming visitors.
By dedicating each page to one service, you allow users to quickly understand its purpose and value without being distracted by irrelevant details.
Here's how to structure an effective service page:
​
-
Clear and Concise Description
Start with a brief, compelling introduction that outlines what the service is and how it benefits the target audience. Use straightforward language that directly addresses their needs or pain points. -
Call to Action (CTA)
Every service page should include a prominent call to action, such as "Get a Free Quote," "Schedule a Free Consultation," or "Learn More." This ensures visitors know exactly what to do next, guiding them toward conversion. -
Avoid Overloading with Words
Keep the text focused and digestible. Use bullet points, short paragraphs, and headings to break up information and make it easier to skim. Less is more—focus on the key selling points rather than overwhelming visitors with excessive details. -
Visuals to Enhance Understanding
Incorporate high-quality images or videos that illustrate the service in action. Visuals can help visitors grasp complex concepts quickly and emotionally connect with the service. -
Social Proof and Trust Signals
Include testimonials, case studies, or certifications that demonstrate the success and credibility of your service. These elements help reassure potential clients and encourage them to take the next step.