How to Convert on the SERP: Getting from the SERP to the Conversion

While brand awareness is fine and dandy, it’s no substitute for conversions when push comes to shove. You can’t pay your employees with high brand awareness. As small business owners, we live and die by our bottom line.

So, when it comes down to it, if your marketing efforts are not pushing conversions, then we’re sorry to say, it’s definitely time to consider modifying (or throwing out altogether) your strategy.

A conversion, in the most basic sense, is when you, as a brand, get your customer to take the action that you want. This can come in a manner of forms, such as having them sign up for a consultation for service-based industries or actually purchase something off your site for retail-based industries.

Search engines, such as Google, offer you a ticket to reach an entirely new, untapped market. But, to muscle out the competition for one of those coveted top spots on the SERP, it requires a bit more than just luck.

We’re going to break down four smart, simple ways for your small business to make it from the SERP to the sale.

1. Make a Convincing First Impression

You’re gonna need to walk before you run. It doesn’t matter how much time and energy you put into your website if no one is going to click on it from Google. The first step to converting on the SERP is to make your site appealing to click on.

This means making sure you fill your site’s meta information (title & description) properly. Your descriptions should be engaging and informative, giving searchers a sneak peek into what they’ll find on that particular page should they click on it.

Think of your meta titles and descriptions as quick, one- to two-sentence elevator pitches to get searchers onto your website.

2. Put Together a Smart Content Strategy – AND STICK TO IT!

This one isn’t new. But, it can be a lot of work if you’re making your content in-house. A great way to make your site more appealing to new consumers is enticing them with relevant, compelling content on your website. This could come in the form of blogs, vlogs, or some other type of media.

There is a caveat to this, however. Your content needs to work on two levels: it has to be both engaging to read and also optimized to appease Google’s algorithm.

There’s really no point in spending time creating something for it only to become lost in the sea of search results because it’s not optimized for search engines. Content, like blogs, is a great way to integrate specific, relevant keywords onto your site without devoting an entire landing page to it.

For example, if you are a car salesperson, posting a blog about extending the life of your car’s tires or car maintenance is content relevant to your business and also offers your readers value.

Once you create a content strategy that works for you, it’s time to stick to it. Google’s algorithm likes websites that consistently add new content. By updating your blog or content regularly, you can improve your ranking with Google and reach more people through your content.

3. Review and Revise Existing Landing Pages

While creating effective landing pages isn’t an exact science, there are a few tried and tested elements that all your landing pages should employ.

First off, if it doesn’t have your call-to-action front and center, then stop reading right now and make sure you add one.

Have it now? Great. Let’s move on.

Landing page design has come a long way in a short time. If you have older landing pages hanging out on the back shelves of your website collecting cobwebs, it might be time to give them a good revamp*.

*Side note: If you’re curious about what goes into a good web page design, check out our previous blog on that exact subject.

Once you’ve updated your landing page, maybe add some fresh copy and a shiny new hero image, However, this doesn’t mean your work is over. There’s always more A/B testing you can do to pinpoint which messaging strategy works best for your target audience.

4. Simplify Your Landing Pages

Landing pages are simple eCommerce site elements with a straightforward purpose. Anything more can overcomplicate things and up your bounce rate. Your landing pages should be compelling, concise, clear, and benefit-focused. Nothing more, nothing less.

Whatever your landing page’s goal may be, whether to sign up for a consultation, opt into an email newsletter, or sell a product, it’s important to try not to let your eyes get bigger than your stomach.

Resist the temptation to add additional navigation to other pages, including other pages on your site. Your landing page’s CTA doesn’t need to compete for the site visitor’s attention. You want to give them every opportunity to convert, which means limiting distractions.

Start Converting Today

If you’re in need of a little extra guidance on navigating the SEO jungle, we’ve got your back. At Boxwood, we’ve helped companies up their conversion rates by 42% and can help your small business reach the same goals.

It all starts with a conversation.

Give us a ring, schedule a consultation, or get right down to business by requesting a quote. We’re excited for the opportunity to help your business grow.