072: Website Conversion Rate Audit: Simple Fixes for More Sales

In this episode, Jules White conducts a website conversion rate audit for Amy from Elemental Health. Together, they identify simple yet effective improvements to enhance website clarity, engage visitors, and ultimately drive more conversions.

Jules walks Amy through key website optimisations, including the importance of clear messaging in the hero section, using human imagery to build trust, and ensuring the homepage effectively communicates the benefits of her services. 

They also discuss how to refine the website copy to be more accessible while maintaining credibility and how to strategically position testimonials for maximum impact.

Key Takeaways:

• Clarity is Key: Ensure visitors immediately understand what you offer, how it benefits them, and the next steps to take.
• Hero Section Optimisation: Make the most of the prime real estate on your homepage with strong headlines, compelling imagery, and clear calls to action.
• Features vs. Benefits: Shift your messaging to focus on how your services improve people’s lives, rather than just listing features.
• Effective Use of Social Proof: Showcase testimonials in a way that grabs attention and reinforces trust, rather than relying on automated review feeds.
• Video Sales Letter Strategy: Create a short, engaging video that highlights the benefits of your service and encourages action.

If this episode has inspired you to refine your own website for better conversions, you can book a Power Hour or a Mini Intensive with Jules to get tailored, actionable recommendations.

Resources mentioned in this episode:

• Visit Elemental Health – www.elementalhealthcare.uk
• Book a Power Hour with Jules
• Book a Google Business Profile Mini Intensive

Subscribe to The Website Success Show for more actionable website and SEO strategies!

Chapters

• 0:00 Introduction
• 0:35 Amy's Business and Website Overview
• 2:26 Website Conversion Strategies
• 3:22 omepage Analysis and Recommendations
• 4:14 Hero Section Optimisation
• 6:03 SEO and Content Simplification
• 11:59 Video Sales Letter and Social Proof
• 18:37 Final Tips and Conclusion

Transcript

AI-GENERATED TRANSCRIPT - MAY CONTAIN ERRORS

Introduction and Purpose

Jules White: Hi. Today, we're diving into a website conversion rate audit for Amy from Elemental Health. So by the end of this episode, hopefully, we'll have identified some simple, quick wins for Amy's website.

Jules White: So welcome Amy. It's great to have you here.

Amy Abid: Hi, Jules. Thank you. Thanks for having me.

Amy's Business and Website Overview

Jules White: So before we start, a little question that I tend to ask at the start of all of these audit episodes is if we were to meet in six months' time and you were telling me about the amazing things happening in your business, how would your website be helping with that?

Amy Abid: Well, I've given this a little bit of thought, and I think that there would be several other offerings on the website that are very clear to my clients. So that could be things like selling supplements, or it could be an ebook, which we're hoping to write and to market on the website. So multiple income streams via the website.

Jules White: Fantastic.

Jules White: Okay. So tell us a little bit about your business and how your website currently kind of sits within your marketing activity.

Amy Abid: So our business is very, very niche, and this is, uh, this is the difficulty that we're, we're having with, with advertising it. So we are a neuroscience-based medical wellness company, and we have a physical clinic on the Isle of Wight, which is in the UK, and we offer anti-inflammatory treatments using the elements: cold, light, heat, etcetera.

However, we also have an online offering in the form of a signature mood disorders pathway, and that is available globally, and that is, is on our website as an offering to, to purchase along with the physical clinic. So we've done the website ourselves. We've gone over it and over it. Giving it to friends and family who have pointed out certain, certain things that are not clear.

So that is our, um, that is who we are and what we do. We are both, my husband's an NHS doctor, and I'm an ex-NHS nursing sister, but what we're trying to do is, is actually quite, quite huge, and there is a massive market for it.

Amy Abid: So it's just letting people know that the process is very simple and straightforward, and I'm not sure if it comes across.

Jules White: Okay.

Website Conversion Strategies

Jules White: Well, that's a really good place to start, actually. I think that's one of the most important things when we're thinking about website conversions and thinking about people actually coming through to our website and taking the action that we want them to, making sure it is clear and straightforward is, is key to it, really.

Jules White: So I'm going to start sharing my screen so we can have a little look at your website and see what we can find.

Amy Abid: This website has only been live for about six weeks, and it's still being added to all the time.

Jules White: Oh, fantastic. Well, that's good. I mean, I always love it when people say that the website is always being added to because that's kind of something that I think a lot of businesses don't do, where we, we'll think about, we'll create a website, and they think, yep, tick that box, my website's done, and I can forget about it and move on.

Jules White: Whereas, actually, we need to keep adding to our website. It's the thing that we own. It's, you know, if we, if we invest some time and some effort into that, then we're, it's, it's only going to help in terms of people being able to find us and in terms of us being able to then actually get the results that we want.

Jules White: Really, I think with our website.

Homepage Analysis and Recommendations

Jules White: Yeah, so immediately coming into your website, one of the things that I always say when we, when people first land on our site, they should know within, I mean, we say three seconds, I think even three seconds now would be a bit optimistic in terms of people's kind of, um.

Jules White: Attention span and the fact that we need to grab people's attention straight away. Ideally, we need to let them know what we do, how it's going to make their life better, and what we need to do to get it, all within three seconds. And this area, obviously, I'm looking on desktop, I'm sharing this on desktop.

Jules White: I have got mobile here as well, which I'll click, click over to that in a moment. Mm-hmm. And the majority of people now are looking at websites on their mobile. It does depend on the business, but most people will be looking on mobile. So we tend to say, think about mobile first, or certainly think of that as a, as a big part of it.

Jules White: Ideally, we want our websites to look great wherever people are looking at them, really. So this.

Hero Section Optimisation

Jules White: Section at the top of the website, what we call the hero section. As soon as you come into your homepage is our most valuable real estate on our website, really.

Jules White: So this is the place where we've got to grab people's attention and let them know what's in it for them, really. So. You've got your logo here. I'd be inclined to, to kind of try and think about this section a little bit more. Maybe having something in here that is going to help to capture people's attention.

Jules White: Oh, let me come to the mobile responses. 'Cause sometimes it looks slightly different when I look at it on desktop than on my phone. I'm looking at it on my phone, and it's. Is pretty much the same. The only thing is on my phone, I can't see the book now button until I actually scroll. So that's the that.

Jules White: But it depends on what phone you're looking at. This is my older phone. So when we are looking at this, I definitely would say think about either getting rid of that big logo at the top there, or think about making it smaller. You have got your logo in the top corner there, so there would definitely be a way that you could make more use of this space here, really.

Jules White: One of the things that is often helpful is when, when we're looking at these hero sections is actually having a human face there. It's something that we naturally, our brains are naturally programmed. I don't know why I'm talking about brains to you. This is probably not, but when naturally programmed to look for human faces and actually having something there, it is one of the ways that you can help people to sort of connect with that area.

Jules White: Or if you, because you've got a physical location, it depends on, on what you are trying to achieve from your home. One thing I would say with all of this advice, this is a snapshot. So it may not necessarily be right for your bigger strategy, but what, whatever the strategy is, we always want to be capturing people's attention with the hero section, and all that to basically say that there's definitely things you could do to make the most of that section and, and make it more, um, more eye-catching and, and to capture people's attention, really.

Jules White: Is this here an image?

Amy Abid: Yes.

Jules White: This is an image as well, is it? Yeah.

Amy Abid: Yeah.

SEO and Content Simplification

Jules White: Essentially, it means that the first thing that Google can see about your site. I know we're not talking about SEO today, but I can't not talk about this. Obviously, the first thing that Google is reading about your homepage, which is generally the most important page of your site in terms of it's the most likely to get traffic, and it's the page that people usually come into.

Jules White: The first thing Google is reading is how can we help? Okay, so ideally, we want Google and people to know you straight away as soon as they come in, what, what you do, how are you going to make their life better, and what they can do to get it. Really. So actually, I suppose, yeah, that it might be booked now.

Jules White: That might be that. Yeah, that would probably actually be, rather than how can we help, it would be booked now that that would be the first thing that Google bots and any bots that are reading through your website are actually seeing, so you've got some information here. So it, would this be something that, like if somebody's coming into your homepage, have you thought about sort of what, what it is that, that you do in terms of a headline there that could, could grab people's attention?

Amy Abid: Well, yeah, I mean, we've, we, we've changed this so often, but we've, it's really difficult. But we want, because it's so niche, it's not something that people are familiar with. We want people to look and go, okay, that's who they are. This is how they can help feel better. Without medication, you know, that headline.

Amy Abid: What we want, you know, is really what we want to grab people, people's attention with. And then going down saying that it's natural. You can use it in the clinic or at home. It's a world first, and it's developed in the NHS. Okay, that's, that's, we really wanted to get that across first thing.

Jules White: So certainly that headline that you've just said sounds amazing.

Jules White: So I would be thinking about, okay, how can we get that up here in this hero section? Have a look at different websites and how they do that. But usually, we're going to see something here with an image or a coloured band or something here that kind of shows that hero section. . And having that in there as text.

Jules White: So go into your site, Squarespace, isn't it? Yeah. Go into Squarespace, add that in as an H one heading, and you'll be able to mark that in the website builder within Squarespace, that that's the most important thing that you want people to understand about your business as you come in, whether you then add in something there that helps Google understand what you are actually doing.

Jules White: Because in terms of, I know it's very niche what you're doing, but if anything, if you're very niche, then it's even more important that Google understands that niche as well.

Amy Abid: Okay.

Jules White: So I would think about that and. When you are actually talking to people as they're coming into the site, think about the benefits rather than the features.

Jules White: So things like NHS development, five-star reviews available to gift are more features than benefits. So before we get to the point where we start telling people about, you know, explaining a bit more about why they should buy it and why they should, you know, why this is the right solution, first of all, we've got to grab their attention in terms of either the problems that you're solving for them, and I think that's probably a big part of this, which you've probably got it a bit further down the page.

Amy Abid: Um, go if, go back up. Problem.

Amy Abid: Um, before that, even before that, there you go. Oh,

Jules White: Okay. Okay. So that's an immediate thing then that wasn't obvious to me. So I, I read that and I read it out loud of how we can help, but it didn't that immediately, I was thinking, this is a frequently asked questions section because I didn't read it for long enough.

Jules White: And that's what people will do. People will scan our sites, and our attention spans, we're fed with so much information now that actually, if we can just capture their intention, and one of the good ways to do that is with images.

Jules White: So that's what I would probably say if this, this is one of the most important parts is that this is the problem that you are. Solving.

Amy Abid: Yep.

Jules White: These issues are what you're solving. Then how can you get that across here and get it across visually as well as in written format? So,

Jules White: Okay. So neuroscience-based, Complete treatment pathways based on the elements and designed individually for you. So I think possibly what you might need to do, take this back from the, the curse of knowledge, unfortunately, take this back to a, really simple terms as if you were explaining it to my 80-year-old mum.

Jules White: That she could come to your website and she wouldn't understand necessarily the ins and outs of how you do it, but she would be able to understand how you help people.

Amy Abid: Okay.

Jules White: And that's, it's not necessarily that easy to do, but one of the things that I would suggest if you're doing this is using ChatGPT to help you because we are very fortunate that we have these tools that can help us to simplify this.

Jules White: You could, like add your URL into ChatGPT. And or, or just add the copy from this part of the page in there and ask it to explain it to an eighth-grader or something like that. But you might tweak so it sounds right for what you are, selling, but that way, you are.

Jules White: You'll be able, yeah, it will come up with things that you haven't even thought of because you have that curse of knowledge of being so deep in it that it's not easy. It really isn't.

Amy Abid: It really isn't.

Jules White: No. It's one of the hardest parts of creating a website is actually creating the copy. It's something as well that does change over time.

Jules White: I can't tell you how many times I've changed the H one heading on my own homepage, and it's still not right. I still need to go back in and tweak it again. But it's something that will evolve over time. But I think that that's probably the, the, the key things in terms of thinking about, okay, what can we do with this homepage, with even this top third of this homepage.

Jules White: The thing that can make a real difference is grabbing people's attention in terms of the problems that you're solving in very clear language and with visuals there to kind of explain that. And if you can maybe have some more, some visuals there that are images of people's faces. I, I love the, I do love the branding of your site.

Jules White: I love the icons and everything, but maybe just having a little bit more of that human element in there because ultimately people are going to be buying this kind of service. They need to, they need to know that, that it is humans behind it and it's,

Amy Abid: Yeah. Yeah. And we've got the video, I think the.

Jules White: Okay. This is the video. Video.

Amy Abid: That's the video, yeah.

Jules White: Okay.

Video Sales Letter and Social Proof

Jules White: So what you would be inclined to do then, is this like a video sales letter? Is it something that explains?

Amy Abid: It's a, it's a walkthrough with music. Okay. It's showcasing the equipment, like 30 seconds. That's it.

Jules White: Okay.

Jules White: So I would think about how you can then. That, that's another one where you'll maybe showing the features rather than the benefits.

Amy Abid: Okay,

Jules White: So I have just done this for my own business, actually, in the last week. I've created three VSLs, so video sales letters for my Power Hour, my Google Business Profile optimisation service, and I've just, I've just created the script for one, for my homepage.

Jules White: So I did that where I, ChatGBT understands things about those services. 'Cause I've already talked those things through with ChatGPT, and I literally just asked it to create me, I think it was like a 30-second script or something. I think I googled a good VSL framework and put that in there. So it came up with the things like the problem and this and that and some examples of how I've helped. But it did a really good job of it. And then all I did was just sit and recorded, recorded the audio from it. Actually, I did it as me chatting to the camera.

Jules White: So I did mine like that. But you could do that. And actually, even just having the audio playing over the top of this video might be helpful, but if this is showing features, I'm just going to mute it and hit play. Okay, so I would, if obviously on a mobile, this is going to look the right way round.

Amy Abid: Mm-hmm.

Jules White: I would be inclined to do it landscape and then, because people will know then turn their phones on a landscape.

Jules White: But on a, on a desktop, it doesn't necessarily sort of stand out as much. So that, yeah, this way you see it here where you've got your logo there. On the desktop, that does look a bit better. Let's have a look at it on mobile and see.

Jules White: Actually, let me play it on my phone because it's probably not rendering properly that way. Let's see if it's responsive. So, no, actually, it's still showing like that on my phone as well.

Amy Abid: Okay. So

Jules White: It's still showing as that landscape version, but it's a portrait video within the landscape. But I am more inclined to think that people would, in terms of actually the benefits to people, that's really what you want this video, to be showing to people.

Jules White: And I would say as well, to have something like create a cover photo to go on the front of this video. The way I've done it with mine is I created, it almost looks like a YouTube thumbnail.

Jules White: So we've got it here. So this is actually, this isn't a video directly in here. This is an image with a little play button over the top of it to make people, so people can understand immediately that they can click it, and they, and then it is a video.

Jules White: Even if it is, find out more about elemental health healthcare or find out how elemental healthcare can help you, or something like that. Mm-hmm. Then talking about either the problems that you've solved for people or the, or the features rather.

Jules White: Uh, no, sorry. The benefits rather than the features. Yeah. Um, I would definitely be doing that, and that's something even, you could even then have that in your hero section. Because that would then kill two birds with one stone. If you've got that up here, you could still maybe have one headline up there so Google can read it.

Jules White: But if you then have your video there immediately, I would have it on mute, but with subtitles and have it auto-playing.

Jules White: That way, as soon as people land on it, it starts playing, and it's people then talking about how this is going to help them and maybe showing some of the therapies if you can, you know, if that's something that is appropriate, then having that in there. So it, it just helps people to understand really what everything's all about, really.

Amy Abid: Mm-hmm.

Jules White: And then these sort of, the features here, definitely have that, but a little bit lower down the page. So once, so I think with all of these things as well, these are all features rather than benefits necessarily. Yeah. So people want to understand that, but that's not what's going to actually get them to actually take, take the action.

Jules White: It's the, it's what, what it's going to do for them is, is probably the most important part of it really.

Amy Abid: So, just going back up a minute, Jules. Yeah. Um, here where it says no drugs, no invasive, would you describe those as benefits? Yes. Yes. Right. So where was that?

Jules White: Yeah, yeah. No, uh, sorry. No, no features. They're features.

Jules White: They're features. Oh, yes, they're, yeah. Alright. I mean, so, so, okay. If we then flip that around thinking about, okay, what is the benefit of the, the feature of no drugs? Okay. Yeah. So the benefit. So we've got, these do not require a prescription or design to comment, enhance, and work alongside any existing medication.

Jules White: So yeah, just thinking about that a little bit more of, okay, how can we flip that around? So what, why is being no drugs? Why is it going to help me?

Amy Abid: I'm just writing this down.

Jules White: Yeah. Yeah. It is, and again, this is, these are the sort of things that ChatGBT, Google Gemini will be amazing at creating content around these, really.

Jules White: So I definitely would, would use that. And, and it, this is all tweaks. You've got so much copy there. It just needs a few tweaks in terms of actually, uh, it then being more to the point where people can actually understand it.

Amy Abid: You know what, I think a lot of, a lot of, um, the, the issue really is around sort of dumbing down medical terminology, so to speak, making it sound simple to us.

Amy Abid: Now, it sounds really simple, but it's not simple. It's not straightforward enough. But also, almost, if it sounds too simple, then the, then people might question the cost of the treatment that that's just like, that's, that's something, that's something like that. I have to, I have to explore a bit more with myself.

Amy Abid: Yeah. Yeah. That's interesting. It is. It's much, you know, the cost of our treatments are really, really reasonable. Everyone tells us you definitely need to put your prices up tenfold. But the idea is that we can get it out to people, to the masses and help. Yeah. So we don't want it to be too, you know, to sound too simplistic.

Amy Abid: Almost. Yeah, I don't know.

Jules White: I definitely get what you're saying. Absolutely, a hundred per cent do. But I think sometimes the simplest ideas are the ones that are the, are the ones that are, you know, because if, if it's not, if it's not complicated, if it's not something that's going to be painful or going to cause issues with the body and all those sorts of things, and you can explain that in a simple way, that is even more of a benefit to it, really.

Jules White: So I, yeah, I definitely think that it's. There's a difference between it sounding simple and it sounding cheap. And I think that's probably the difference, isn't it really? Yes. Yeah, and you could have that, you could definitely build that into your about section or your about page in terms of that.

Jules White: Have that part being part of it, that you want it to be available to masses, and you want it, you want to get this, the benefits out there, then. That's, yeah, that's a, that's a way to sort of raise your authority around this. And, and, and people love, love that. People love to hear the why behind it, but it wouldn't necessarily be on, on the homepage, really.

Jules White: Yeah.

Final Tips and Conclusion

Jules White: So the other thing I would add as an, a little extra thing as well, obviously, we've just, we've just scratched the surface. Here really, you know, we've come up with a few things. I wanted to just find you a few things that you could do that just to get started along this, this journey. It's something that you might be able to tweak, and it could be, it could help you with a sort of a quicker win, really.

Jules White: Is this text on here, this kind of, this colour? Mm-hmm. Is, is a little bit light. I would be inclined to just maybe tweak that. I think it, I think what it is, it's the, the fine thin font combined with a slightly off-black. Colour it is not that easy to read. That might be something you can just do a little bit of a tweak.

Jules White: So yeah, like this way, wherever I can see these buttons that's black text and that stands out a little bit more. Really, again, we try and make it look pretty and try to do things, but in the end, if it, you know, it being clear is better than it being pretty, really,

Amy Abid: Yeah.

Jules White: Okay, oh, so one last thing as well, because I can't help myself.

Jules White: So I'm guessing this is, is a

Jules White: Plugin from Google that's automatically showing your reviews?

Amy Abid: It's an, uh, review aggregator. I think it's called something like this.

Jules White: Yeah. I mean, it's you've

Jules White: Got loads of reviews here. But what this is essentially doing is showing you've got reviews rather than, again, showing the benefits.

Jules White: I'm not sure whether I would have that on my homepage. I eventually would add that to one of the other pages, maybe to your about page or to your contact us. Do you know roughly how many reviews you've got on Google?

Amy Abid: Uh, well, I've only just switched over to Google, but on Facebook, I had getting on for 100.

Amy Abid: Okay.

Jules White: What you could do is, to get it across slightly differently, is you could have, and, and I'm guessing most of them are five-star reviews. So let's say you've got a hundred plus five-star reviews on five-star reviews. I was going to say on Facebook, but that doesn't matter what they're, so what you could do is have that in here somewhere.

Jules White: So. You add it in as a text section, and you actually type it in yourself.

Amy Abid: Yeah.

Jules White: Rated five stars by a hundred plus people. And you could even have that somewhere, like, you could have that as an, uh, attention banner at the top here, or you could have it ideally what we try and do is where there's a button where we're asking people to take action, then we have a review or something there that kind of social proof is there, really. So I'd be inclined to have that. And you could even have that, actually, another way of doing that is you could have it saying a hundred plus five-star reviews, and then in this section here, you would actually take some little snippets out of these reviews.

Jules White: And actually have them as text on the page. So looking for things where people have talked about how this has transformed their life, so even things like cannot recommend her highly enough,

Amy Abid: The treatment does not hurt.

Jules White: Yeah. So yeah, that could, that's a, that if there's anything where it's like, you can flip that into a positive.

Jules White: Yeah. Uh, let's have a look. Services are transformative. Yeah. Those kinds of things where you, you could have that as a little headline for, for a review. And then have, Amy has helped me to recover from physical injury, and also provided self-care during tough emotional times.

Amy Abid: Mm-hmm.

Jules White: And then you could just have the person's name underneath it and a five-star. And you could even have a little, little circle with a J on it, so it just makes it a little bit more human. It makes it, um, that people can then snip, read those reviews. They can literally scan them.

Jules White: See immediately the benefits of it. And then actually, that's probably going to do more than having a wall of reviews. 'Cause people won't read them, they just won't go through, read them all like that. And I think this is something that is so common where we think, oh yeah, we've got to put the whole review on there.

Jules White: Whereas actually using those reviews strategically can make a massive difference, really.

Amy Abid: Okay.

Jules White: Definitely. And if you get, if you ever get anything, any, like, any personal messages, so if you ever get any WhatsApp messages or text messages or messages in an email or anything like that, adding those in as screenshots can be another way to show your review.

Jules White: So I do that again on my own page. If I go to, go onto my consulting page. I scroll down. So on here, I have like reviews like this, so it might not look the prettiest, but it's just ways to show it is, it is all different examples of social proof really is what I'm trying to say. I've got on one of my pages, I've got it where I've actually got screenshots of WhatsApp messages and things like that. I,

Amy Abid: I do get quite a lot of voice notes.

Jules White: Okay. I mean, if people don't mind you sharing them, you could transcribe it.

Jules White: And then have a button where it actually has that voice note on there as well. There's, there's no better social proof. I mean, video, so video testimonials are amazing. But if you, you've actually got somebody's voice there saying that then that, you know, as long as they're happy for you to do that, then there's no reason not to.

Jules White: Definitely. It all helps. It all helps really. So hopefully, that's been helpful. So I definitely would say. Think about that video sales letter. If you can do something just to get, get something on there, don't overthink it. It doesn't need to be complicated. It doesn't need to be long. You don't need to spend, you know, it doesn't have to be perfect, but having something like that at the top of the page.

Jules White: With that H one heading. So you could definitely do the H one heading before you, uh, do the video sales letter. Yeah. But just having that there, I think that would make a big difference and just switching it round to the benefits rather than the features.

Jules White: Yes. To make a big difference, really.

Amy Abid: Great. Thank you so much.

Jules White: You are welcome. I hope that, that will help, and just pop those bits in. It's certainly going to make it clearer for people to understand what you do and just to get the word out there about it.

Contact Information and Closing Remarks

Jules White: If this episode has made you think about some changes that you would like to make to your own website, then visit my website, and we can book a Power Hour or mini intensive together.

Jules White: And in a short session, we can go through and actually work on these important things that can help to make a difference right away. But before we finish, Amy, I'd love you to give yourself another little shout-out. Let everyone know specifically what you do and, more importantly, where they can connect with you and find out more.

Amy Abid: Okay, so my website is www.elementalhealthcare.uk, or one word, uk. You can, um, you can email me, Amy at Elemental Healthcare uk, and we can help you with any mood or physical disorder, either remotely or in our beautiful clinic. We use non-invasive therapies, and our mood disorder pathway is the best treatment that's non-invasive for depression that's out there at the moment.

Jules White: That sounds amazing. Regular listeners to the show know that I'm a cold swimmer, so I'm a firm believer in the, uh, power of cold water. I don't know about the other things that you do yet, but it's amazing, really. So thanks so much for listening. Thanks, Amy, for being here, and I'll see you soon.

Jules White: Bye.