Home » Small Business Marketing: 3 Low-Effort Digital Optimizations that Maximize Conversions
Small Business Marketing: 3 Low-Effort Digital Optimizations that Maximize Conversions
Small business owners are short on time, so here are 3 low-effort optimizations to improve your conversion rates and generate more leads.
1. Start using the Google My Business App (Effort Required: 10 minutes)
If you are a small business owner, you need to use Google My Business (GMB). It’s an easy and free way to increase your search engine marketing, and it is a powerful tool for search engine optimization. If you don’t have a Google My Business page, here are instructions for how to set one up. Go do it now (or contact Digital Dynamo to do it for you).
If you have a GMB page set-up, you should start using the Google My Business app. Here’s why:
The app allows customers to contact you directly from search results. Any time someone messages you, you will get a notice on your app and you can directly reply to them.
This has been a great tool for businesses that run private practices, like dentist offices and chiropractors. Customers needing an emergency appointment can reach out via GMB, and the GMB manager can quickly get them scheduled.
The app lets you enable the “Request a Quote” call-to-action button on your GMB profile. This helps customers easily contact you and see that you’re open for business, right from search results. You must use the app if you want this button enabled.
Setting-up the Google My Business app is as easy as installing the app and modifying a couple of features in it. It should take you no longer than 10 minutes. Here are instructions for how to set-up the Google My Business app.
2. Make Call-to-Action Buttons Unambiguous (Effort Required: 5-10 minutes per button)
I am a big fan of Steve Krug’s “Don’t Make Me Think” theory on web usability. The gist is, if you want people to convert on your website, you need to design it so that people aren’t forced to analyze each click and action. Here is what Krug says about web usability and calls-to-action:
It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.
– Steve Krug
People are more apt to click on your call-to-action (CTA) buttons if they know what that click is getting them into; i.e., if the button is unambiguous.
Examples of BAD CTA text:
Let’s Do This – let’s do what? Presumably, the web designer who implemented this CTA thought “Let’s Do This” was a hipper way to say “Contact Us,” but your website users are thinking, will clicking this force a weird download I don’t want? Will I be asked to sign-up for marketing emails I don’t want? The vague CTA creates hesitation, and hesitation is the last thing you want your website users to be experiencing.
Be a Rockstar – this CTA was used on a website that has nothing to do with literal Rockstar training services. Presumably, the site is trying to appeal to users with motivational marketing, but it leaves users clueless about what clicking the button will get them – a link to a contact form? Will it initiate a call? People don’t have time to decipher the true meaning of your CTA, and they will leave your site faster than a Rockstar after a concert in Dubuque if you force them to decode it.
Connect – this CTA is better than the first two, but it still leaves a lot of room for interpretation. It might take users to a contact form. It might take them to a landing page with staff bios. Make your users’ lives simpler and change it to a CTA that clearly defines what the button click will initiate.
Luckily, there are tried-and-true CTAs that you can use. CTAs such as:
- Contact Us
- Call Us
- Learn More
- Read More
- Get a Quote
- See Our Services
- Download this Report
Updating CTA text is as simple as figuring out what the button on your site actually does, then changing it to say that. If you self-manage your website, you can quickly make updates. If you pay someone else to manage it, ask them to make the changes; provided you tell them exactly what to change it to, it shouldn’t take them longer than 5-10 minutes per CTA.
3. Add a Call-to-Action to Your Meta Tags (Effort Required: 5 minutes per meta tag)
I discuss this a bit in my post on How to Use Google Search Console to Improve Clickthrough Rate. You want to write your meta tags so they contain a call-to-action. Here’s an example:
A Digital Dynamo meta tag with the CTA circled.
Though Google may not choose to show your meta tags with every search, it sometimes does, and you can use this opportunity to direct people on how to find solutions through you. People want the easiest path to a solution, and you telling them the next step makes their lives easier. A CTA makes users more apt to click on your website from search results.
Here are examples of CTAs to use in your meta descriptions:
- Call us at [insert phone number]
- Contact us to learn more.
- Read this article to learn more.
- Purchase here.
- Watch the video here.
This is a small sampling. Use any CTA that fits with the solutions your website offers.
Also remember – Google truncates meta tags past 160 characters, so put your CTA before the 160-character limit.
Updating your meta tags with a CTA should not take long per each tag. Start fixing the meta tags on the pages that are the most ranked in search results (the home page is a good place to start) then make your way through your entire website. Make each meta tag’s CTA applicable to the page. Each will likely take you 5 minutes to update.
To learn more about how Digital Dynamo can help your small business with affordable SEO services, lead generation, and conversion rate optimization, please contact us.