Website conversion is a concept that expresses the ability to make visitors do what we want, namely purchase a certain product or service. The most common misconception about increasing conversions is to increase the website traffic.

Well, I disagree to this to an extent. I believe, converting the existing visitors on priority and then working on acquiring targeted traffic only. Frankly speaking, a lot of non-targeted traffic is nothing more than the load on my server!

This article will focus on converting the existing visitors into clients and to do so, all you need to to do is to build a strong relationship with the visitor.

Building a relationship with people you already know is fairly easy, but when it comes to building a relationship with a visitor about whom you do not know much is fairly tricky. You don’t know much about general visitors on your website except some stats, i.e. the IP, location, the time he spent on the website, pages he browsed etc. and so you may not know the actual user behavior and what he wants.

So, the key to converting visitors into clients through a strong relationship building is to engage them on website interactively so you can know more about them!

Let’s see how we can do so:

Step 1: Offer help through related content; 

It’s probably the easiest way to develop FAQs and link them to all the landing pages, so the visitors should not leave the website due to unavailability of information. Along with FAQs, do attach a contact form, just in case if they have questions that FAQs do not answer.

You may also consider using a tool like TruConversion integrated within your website for feedback collection.

Step 2: Offer a free /trial product

Of course you should not offer without grabbing the visitors’ basic information, i.e. name, email, phone, company etc. Offering free trials is a great way to build trust, but they may still be hesitant to share their credit card with you. offering a free trial without asking for credit card information gets better conversions.

That’s the point where you may be losing a potential client. Offering a free trial without asking for credit card information gets better conversions. They will certainly pay you if they find your product/service worth using, so hold on for the payment for some time, until they are ready!

Step 3: Have Call to Action on all pages

Whatever action you want the visitor to take, make sure you have a call for that on the page. You can have multiple call-to-actions depending on the content of the page. For instance, if it’s home page/category page with the preview of a product/service, you may add “Read More”, on the product page you may add “Ask a Question”, “Inquire”, “Call Now”, “Buy Now” and so on.

Ideally, the area above the fold must have at least one call to action, and then there should be one after every two paragraphs and the end of the page must also have one.

Related Readings:

Million Dollar Sales Copywriting that Makes People Buy Your Product

Landing Page Optimization Best Practices for Increased Conversion Rate

Step 4: Phone contact

A great way to stay in touch with people is to offer them a phone number that can be accessed without any money. Your main goal is for visitors to call, so use large font and place your number in a visible spot.

Step 5: Live chat

A crucial tool for you is the live chat. This means that you have the possibility to talk to your clients in real time without the need of a phone. Younger visitors are likely to use this option more. When a person gets on the chat, use your first name and be polite.

Related Reading: Acquire, Convert, Grow and Retain Customers with HelpCrunch

Try and build up a real relationship because customers acquired on relationship basis are not just customers, their word of mouth brings you more business and in today’s economy, only those businesses survive that have a strong relationship with their customers.