As a self storage provider, you likely spend quite a bit of time figuring out how to bring more visitors to your website. Building a social media presence, evaluating keywords, writing pay-per-click ads—it’s all essential for bringing prospects in.
But is your website working hard enough to convert those prospects into customers once they arrive?
It might not be. Many self storage websites aren’t reaching their full potential. Instead of making it easy for visitors to lease, confusing navigation, busy webpages, and unclear directions make it harder. These problems can be easily solved. Get started with four easy tweaks you can make today, and you’ll be on your way to a better-converting website.
#1: Simplify and Clarify Each Page
Too often, self storage websites try to do everything at once. It may seem helpful to include as much information as possible on a webpage, but research shows that readers typically spend less than a minute per page. So, when a visitor has to dig through too much to find what they need, they might grow frustrated and bounce from your site.
Ask yourself: What is the purpose of each webpage? What information is essential to communicate? If you define the specific purpose or goal of each page, you can ensure that all the information you include supports that goal. Free your pages of extraneous or distracting elements like graphics or buttons so your customer will be able to easily reach a decision and proceed through the leasing process.
#2: Reduce the Number of Clicks to Lease
In today’s mobile world, people want to make online purchases quickly, in as few clicks as possible—and preferably without having to make a phone call or visit an office.
Seamless online leasing can make this process easier for your prospects and thereby increase your revenue. Make sure that users don’t have to dig too deep into your website to find your units and pricing. Ensure that your navigation bar contains well-labeled links, so users can intuitively find what they are looking for.
Ask yourself: How many clicks does a user have to make before signing a lease? Can I simplify the journey to reduce the number of clicks?
The optimal number of clicks to lease can differ from site to site, though fewer is generally better. Making adjustments in the number of clicks, and then measuring any resulting increase or decrease in conversions, can help you figure out what works best for your website.
#3: Use the Right CTA for the Right Path
Visitors to your website probably fall into two camps: those in research mode, and those ready to make a final decision. The goal of your website should be to give both of these groups a path to become a customer. This is done by using different call-to-action buttons depending on what your users may need. For example, users on the home page may just be starting so instead of trying to make a quick conversion, help them get to the information they are seeking.
If you provide too many paths for your visitors to take, and too many CTAs on a page, they may feel overwhelmed by options and leave your site. We suggest providing only two paths: a lighter call to action for users in research mode, like a “Get a Quote” form, and then a stronger call to action for users who are ready to buy, such as a “Rent Now” button.
CTA buttons should be easy to find and take the user to the page they are expecting. Button text should be short and succinct, and use strong verbs to encourage action. Each button should be easy to find on the page, preferably in a high-contrast color.
#4: Grab the Reader’s Attention
It’s said that humans have an eight-second attention span. To put that into perspective, goldfish have a nine-second attention span! That means your website has to positively grab a user’s attention in eight seconds or less.
The best way to do this is to convey your value proposition, or benefit, up front and above the fold. The user should see exactly what you are offering and why it matters to them. Make the main text not about your business, but about what your business can do for the user. Only then will he or she feel compelled to go deeper into your website and convert from a prospect to a customer.