Advice for Professional Services websites, covering some of the critical elements of a high performing website. Tips on what you can do to encourage more visitors to enquire. This doesn't tell you to rebuild your website, but rather looks at it from a different perspective - how to find opportunities for significant improvement.

1. Avoiding the common mistakes
Professional Services websites make
Supercharge Your Website
Private & Confidential © Ryan Webb Consultancy Ltd ryan@ryan-webb.co.uk

2. Consultant,
Trainer & Mentor
Advised 400+
organisations
20 Years+ Digital
Experience
Google
Certified
“Ryan is a pleasure to work with. He has been
incredibly flexible throughout the project; data
insights were ideal for the senior stakeholders within
the organisation, and he helped us uncover over 75
opportunities to improve the website.”
ecommerce Manager, National Trust
Who I am
I improve the measurement and
effectiveness of websites by
uncovering what’s not working.
Independent Conversion
Optimisation Consultant
PS Brands I’ve worked with include:
Advocate doing well
and doing good.
Regular positive feedback.
/ryanwebb

3. The “Conversion Optimisation” Ingredients
Data Analysis User Feedback Expert Review
Testing &
Action Plan
The Brief
Value Proposition
Audience Knowledge
Robust Data
KPI Clarity
IMMERSION DIAGNOSIS IMPROVEMENT REPEAT
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4. What we’ll cover today
Measure what
matters
Deliver a great
first impression
Ensure your
website is fast
Privacy &
Sustainability
Common
Mistakes
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We’ve had a
record number of
page views this
month!
And 80% of visitors
scroll right to the
end of Sally’s blog
post!!

6. Metrics that Matter
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Don’t drown in data.
Focus on the “metrics that matter”.
Book a workshop with your team.
Collate all “useful” KPIs.
Discuss which align with business goals.
Rank them accordingly.
Then agree the PRIMARY goal.
Be strict!
Make sure you’re tracking & reporting on meaningful goals.
● A “vanity metric” is one that can help to
give you context, but ultimately isn’t going
to tell you if you’ve been successful
● e.g. page views, bounce rate, time on site etc.
● A “metric that matters” is something of
value to your organisation
● e.g. an enquiry, download, email, call etc.
Good to know
● Book in a workshop with your team to
agree the metrics that matter
● Make sure those actions are tracked in
Google Analytics as goals
● Use them to judge the success of your
campaigns
Actions

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WARNING!
Google Analytics 4 is coming! You need to set it up to run in parallel with GA3 NOW.
I’ve written a single sider “Help Sheet”… details at the end on how to get in touch to request one.

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9. Speed is of the essence
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Visitors expect to browse your website quickly, especially on mobile.
What’s important to a website visitor?1
1: Google research “Mobile Page Loading Speed”, August 2017
2: bit.ly/google-mobile-research
3: cybercrew.uk/blog/mobile-internet-statistics-uk
53% of visitors
abandon after 3
seconds2
46% of visitors
using their mobile
more often3
AND… Google penalises slow loading websites,
impacting both their SEO and Paid Ad results
What is a “good” speed?
● FAST 0-1 second
● AVERAGE 1-3 seconds
● SLOW 3 seconds +
Good to know
● Make sure you regularly look at your
own website on a mobile
● Run tests for your website using
these tools
>> Google’s “test my site”
>> tools.pingdom.com
>> www.webpagetest.org
Actions
The time it takes for a page to load
How easy to find what I want
How well it fits my screen
How simple it is to use
Design
75%
66%
61%
58%
24%

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11. Don’t underestimate first impressions
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Think about the intent of the website visitor, not about you.
● This framework is based on the
principles of user experience
organisation called “Widerfunnel”
● If you’re interested, you can read
more about their “LIFT Model”, link
is in the further reading
Good to know
● Use an approach like this to assess
one of your landing pages
● If there are clear opportunities for
improvement, discuss your findings
with your web developer
Actions
MOTIVATORS
BLOCKERS

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No
privacy
notice
OR
A
confusing
privacy
notice
OR
A privacy
notice that
prevents
access

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Correct Privacy Notice => Credible Organisation
Spend time evaluating what you need, make it visible and get it right.
This example is quite good.
In an ideal world it would also have a link to the “Privacy Policy”.
For further info, read Brian Clifton’s guide >> bit.ly/brian-clifton-data-privacy
[OneTrust now even have a tool for “Consent Rate Optimisation”]

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Confusing CTAs

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Writing in language for you
rather than your audience

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Vague & unsubstantiated claims
This is at the top of the page This is at the bottom of the page!

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Over complicating forms

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Dismissing “Sustainability” as
irrelevant for B2B
1: www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html
2: www.ey.com/en_gl/consumer-products-retail/future-consumer-index-moving-out-of-brands-reach
3: www2.deloitte.com/global/en/pages/about-deloitte/articles/millennialsurvey.html
45%
of people more
likely to buy
locally1
42%
of people will only buy
from organisations
with “shared values”2
70%
of the workforce will
be made up of
“millennials” by 20253

19. NB. Project carried out while leading the Conversion Optimisation team at Adapt.
CHALLENGE
Ineffective landing page with confusing messaging
SOLUTION
Audience Research + New Landing page
template with compelling, clear message
KEY INSIGHT
Prospects wanted to easily check if they were
eligible and that they were not the first to sign up
IMPACT
+45% Sign up
-20% Ineligible registrants
What impact can you have?
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20. A typical “Conversion Review”
Website Analysis
User Testing
Page Critique
Recommendations
Discussion
Dig into the web analytics data to identify
WHAT parts of the journey don’t work.
Run targeted user research at those break
points to understand WHY they don’t work.
Use our experience to provide a
recommended fix, change or test hypothesis.
Fixes, changes & tests ranked according
to Priority, Impact & Ease (P.I.E.).
Discussion with your stakeholders to explain
recommendations and help feed into the
development roadmap.
Costs depends on scale/scope. Recent projects have ranged from light
observations (£1,000) to fully comprehensive analysis (£10,000).
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Resources
Sample
Conversion
Review
GA4
Help
Sheet
First
Impression
Questions
www.linkedin.com/in/ryanwebb ryan@ryan-webb.co.uk
07811351424
Get in touch to see how I can help you improve your website:

22. Further reading
Resources:
>> Google’s definition of a “high-quality” website: bit.ly/ads-grant-website-needs
>> Google Analytics Academy: analytics.google.com/analytics/academy
>> Widerfunnel’s “LIFT Model”: www.widerfunnel.com/conversion-optimization-framework
>> Brian Clifton’s Whitepaper: How to Achieve 70% Opt-In for Website Consent: bit.ly/brian-clifton-data-privacy
Tools:
>> Google’s “test my site” tool: www.thinkwithgoogle.com/intl/en-gb/feature/testmysite/
>> Pingdom Speed test tool: tools.pingdom.com
>> WebPageTest Speed test tool: www.webpagetest.org