If you’re fortunate enough to be top of Google for something but you’re not getting enquiries, then it’s time to take action.
Sometimes, what looks like a website win at first glance can quickly turn disappointing – but with a few smart changes, it can turn into a success.
Before you read further, you should know that although this example is very specific, you’ll find more generic information that applies to most websites at the end of this page.
Here the focus is on a seafood retailer featured in this short video:
Their seafood boil kit page had 118 people land on the page in one month. That might not sound like much, but when we checked Google, the page was ranking top for their main keyword phrase.
Great news, right?
Not quite. The business owner said that enquiries from those visitors were poor, with barely anyone converting to a sale.
So we looked closer, and made some key improvements:
The original image showed the product being cooked – which wasnt very appealing. We swapped it for a clear photo of exactly what’s in the seafood boil kit.
There was no mention of nationwide delivery, which is a key selling point. That’s now much clearer.
Payment options also weren’t visible and have now been added.
There were also two versions of the product available but it wasn’t clear on the original page and now it’s easier for people to see both options, including different pricing and value.
The new version of the page certainly isn’t perfect yet – but it’s a big improvement. Even if the traffic stays the same, the conversion rate will increase because the content is clearer and more attractive.
Update (two days after the video and posting this page) – fast result (comment from the website owner) from only those pages changes, which was followed a few hours later by another sale:
The journey doesn’t stop there, and next steps will include:
Adding a visual UK delivery map to reinforce nationwide shipping
More transparency around delivery charges
Stronger messaging about the premium quality of the seafood
If you’ve got website pages that rank well in Google, that have traffic to them, but you’re not getting enough enquiries, then that’s a sign to look deeper. Quite often all it takes is a few smart changes to unlock far better conversions from the same number of website visitors.
The example here is very much B2C and you could be thinking “that doesn’t apply to me”, but the principle is the same – there will be reasons that your own high ranking website pages aren’t converting, and in the majority of cases they will come down to the two reasons that I outline on my page about getting more conversions from your landing pages.