When people think about marketing, they tend to focus on finding more ways to reach potential clients.
More LinkedIn posts, more Google Ads, or any other channel that comes to mind.
But what if the fastest path to growth is through optimising what you already have?
Small changes = big impacts
Let me explain with an example.
Take your firm's website. If 100 people visit, and 4 of them contact you about your services, we can say that it has a 4% visit-to-enquiry conversion rate.
Now imagine if you increased that rate from 4% to 6%.
An increase of two percentage points may seem small, but the result isn’t – enquiries have increased by 50% (4 → 6).
And that’s from traffic your site is already receiving.
Conversion Rate Optimization
There are countless ways to optimise a website, from making your messaging clear and compelling, to enhancing the design to help guide visitors towards a specific action.
The process is known as Conversion Rate Optimisation, or CRO, and optimisation is among the first things I focus on when I partner with a new client.
Here are some of the main reasons why:
1. Quick Wins
Optimisation can bring immediate results. There are always opportunities to enhance what you currently have, and even small changes can have a big impact.
2. Ongoing Improvements
Optimisation is not a “one-time thing” – the benefits impact everyone who interacts with your firm from that point forward.
3. Compounding Results
But the real strength of optimisation is felt when we stack the improvements together.
In the screenshot below you can see an example that shows how raising your visitor-to-enquiry and enquiry-to-client conversion rates has a compounding effect.
These relatively small changes, when stacked together, can create significant, lasting benefits for your business.
Taking optimisation beyond your website
You should follow the lead of successful high-growth technology companies and make optimisation a foundational part of your firm’s growth strategy.
But don't limit yourself to your website – each touchpoint along the client journey has the potential to be optimised, creating a more cohesive and satisfying client experience.
Make sure that optimisation plays a part in all new marketing activities. Whenever you test a new strategy or tactic, measure your results with analytics, and then make informed, fine-tuned optimisations.
As each incremental improvement compounds, you’ll strengthen the foundations of your growth system, making it easier for you to attract, convert, and retain more clients.
