How to make the most of every conversion – before, during and after your website.

Conversion isn’t just a one-time event. It’s a journey that begins before a visitor even lands on your website and continues long after they’ve left.

Understanding how to optimize each stage of this journey can be the key to turning casual browsers into loyal customers.

Here’s how to make the most of every phase:

1. Before: Setting the Stage for Success

Before someone even thinks about visiting your website, they’re already forming opinions about your brand. This is where you start laying the groundwork for conversion.

Social Media Content: Your posts, stories, and ads should convey your brand’s value and message clearly. What problem do you solve? What makes you unique? Give them a reason to want to learn more and make it an on-brand, scroll-stopping experience at the same time!

Email Campaigns: Whether it’s a welcome series or a targeted promotion, your emails should build anticipation and drive traffic to your site. Create a sense of urgency, offer value, and make it easy for readers to click through to your website. Oh also, this is a MAJOR trust-builder! Use it wisely!

Paid Ads: Use eye-catching visuals and compelling copy that speaks directly to your target audience’s needs. The goal here is to capture their attention and make them think, “I need to know more, more, more!”

2. During: Crafting a Seamless Experience

Once a visitor lands on your website, it’s game time. This is where you turn interest into action.

Clear Messaging: Your website should communicate your value proposition within seconds. Visitors should immediately understand what you offer, who it’s for, and why it matters. Perhaps even more importantly, the messaging should resonate with your audience so they feel like, “are you speaking directly to me??”

User-Friendly Design: Navigation should be intuitive, and the design should guide visitors toward taking action—whether that’s signing up for your newsletter, purchasing a product, or scheduling a consultation. Conversion won’t happen if the conversion points are difficult to find or navigate.

Compelling Calls to Action (CTAs): Every page should have a clear, persuasive CTA. Think beyond “Learn More” or “Buy Now.” Tailor your CTAs to what your audience values most, make them hyper-specific, and ensure they are in the tone of voice that resonates with your audience.

3. After: Keeping the Conversation Going

Just because someone leaves your site doesn’t mean the conversion journey is over. In fact, this is where the magic really happens.

Email Follow-Ups: Did they sign up for your newsletter but didn’t make a purchase? Send them a series of emails that educates, entertains, and gently nudges them back to your site or simply continues to gain trust. Offer a discount, share testimonials, or highlight how your product or service solves their problem. Essentially, staying top-of-mind is key here.

Content Marketing: Share valuable blog posts, videos, or resources that keep your brand in the thought leadership / expert space. The goal is to position yourself as an authority in your field, making it more likely that when they’re ready to buy, they’ll come back to you.

Retargeting Ads: If ads are you thing, use retargeting to reach out to visitors who didn’t convert on their first visit. Remind them of what they’re missing out on, whether it’s a limited-time offer or a unique feature of your product.

The Big Picture: Conversion is a continuous journey

When you view conversion as an ongoing process rather than a single moment, you start to see how every interaction—before, during, and after—plays a crucial role in building relationships with your audience.

I want to double down on building relationships. Remember: YOUR people are those who are actively looking for a solution. People love to buy, people don’t love being sold to.

Conversion is about creating a cohesive, engaging experience that turns visitors into loyal customers from a place of overflow and service NOT a place of sales. This is key to why conversion often takes time, multiple touch-points and an ongoing relationship with your audience.

What phase do you need to optimize most?

Take a look at your current strategy and identify where you can enhance the customer journey. Whether it’s refining your social media approach, tweaking your website’s user experience, or crafting more compelling follow-ups, there’s always room to improve.

Need help with a little of all of the above? See how we can work together and let's set your conversion journey on the right track.

Let’s make sure your business isn’t just surviving—it’s thriving!

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