One company changed four words on a button and saw 111% more conversions
|
Viksen Creative
The Strategy Drop · Issue 03
Strategy Tips Right In Your Inbox
Your website has traffic that just seems to never convert.Getting people to your site and getting them to actually do something when they arrive are two completely different problems. Issue 01 was about being found. Issue 02 was about keeping the leads you get. This one is about what happens in between, the sweet spot where strategy meets design, and where most service businesses lose the game because their focus is elsewhere.
This Issue's Strategy Tip
Three things killing conversions on your site that aren't specific to your design.Here's the uncomfortable truth: you could have the most beautiful website in your industry and still be converting at under 2%. Most of the time conversion isn't a design problem. There are three strategic places where most service business sites bleed potential clients every single day, and the worst part is that it all happens unconsciously to your client 1. You don't have a clear primary action. Every page on your site should have one job. It's ok to have soft supporting CTAs, butt he goals should be one thing it's trying to get a visitor to do. But most service sites have four or five competing asks: follow on Instagram, read the blog, check out services, download the freebie, contact us. When everything is a priority, nothing is, and so they leave. Pick one action per page and design everything toward it. 2. Your copy leads with your credentials instead of their outcomes. "I have 10 years of experience and a passion for helping businesses grow" is about you. "You're done explaining yourself to people who don't get it, let's build a digital presence that does the talking for you" is about them. Your potential client doesn't care about your resume until they believe you understand their problem. Lead with them, always. The credentials can come after you've made them feel seen, and most of the time they are on your site cuz they already know you.... more on this below 3. Your call-to-action is doing zero work. This one is backed by data like I like my design lol but honestly, it shocked me when I first saw it too. "Learn More" is one of the most common buttons on service business websites, and one of the worst performers. The research is clear: And it's not just about the numbers in the aggregate. Real businesses have tested this exact thing:
Real-World Test
PartnerStack changed one button — from "Book a Demo" to "Get Started", and saw their conversion rate jump from 6.66% to 14.09%. That's a 111% increase from four words. Their reasoning: "Get Started" feels like helping the customer solve their problem. "Book a Demo" feels like pulling them into a sales cycle. Read the case study →
Real-World Test
Mailmodo changed "Book a Demo" to "Talk to a Human" and saw a 110% increase in conversions. Their VP of growth said that "Adding a human touch to your CTAs tends to work better than transactional copy." Read the case study → The pattern is the same every time: specific beats generic, outcome beats action, human beats transactional. "Learn More" tells someone nothing about what happens next or what's in it for them. "See What's Possible for Your Business" does. "Get Your Audit" does. "Show Me How It Works" does. When we're building a website, we need to think about how every element is pulling in the same direction.
What I'm Watching
Here's where I wanted you to come back to... Social platforms are increasingly being treated like search engines. People discover you on Instagram or Threads, then go directly to your website to vet you before they ever reach out. Which means your site isn't just a place for people who Googled you anymore. It's the destination for warm traffic that already likes what it saw. These people know who you are already, which makes it even more important that you lead with connection and the problem you're solving If your site doesn't close what social opens, that warm lead goes cold fast. The question to ask yourself: does someone who found me on Instagram know exactly what to do when they land on my homepage? If the answer is "probably not," that's your conversion problem right there.
Your Action Item This Week
Count your clicks and find your friction.Pull up your website right now and navigate to your contact or booking page. Count how many clicks it takes to get there from your homepage. More than two clicks? That's friction, and friction costs you moooolah (money, but when I'm trying to be weird). Then look at every button on your homepage. Write down what they say. If any of them say "Learn More," "Submit," or "Click Here," rewrite them this week. Make them specific. Make them about what the person gets. One change, one button, this week. GO!
Viksen News
The template shop is almost here.Still building, not on track for April because... well... life. But, it's coming in May FOR SURE. A quick reminder of what this actually is, because it's not what most people picture when they hear "template." These are SEO-loaded website templates built with the exact strategy formulas I use for my custom clients. The keyword research, the page structure, the copy framework... all already done. You're getting the formula, not just the frame. Only 10 copies per template. That's intentional. If everyone in your market has the same strategy, nobody wins. Your competitive edge is built in from day one. Waitlist is open now. Waitlist members get first access before it goes public, and this thing will sell out fast. Join the Waitlist →If you read this issue and immediately thought about your own website, that reaction is data. A Website in a Weekend is exactly what it sounds like: your site, rebuilt with strategy at the foundation, in two days. See how it works → |