Episode 201: Website Strategy for Better Conversions with Kayla Hollatz

You’ve created beautiful websites for both you and your clients, but are you optimizing your website strategy for better conversions? Copywriter and strategist, Kayla Hollatz joins me for a really powerful conversation to share how you can create impactful copy for your website to help guide your website visitors to convert into customers. Listen in to this episode of the Brand Strategy Podcast as Kayla explains the importance of strategy over words, defines conversion strategy, and shares a few mistakes you may be making when it comes to conversion driven websites. Kayla Hollatz is a trusted website copywriter and strategist for entrepreneurs and their favorite SaaS tools. With a focus on conversion strategy, SEO, storytelling, and brand voice development, she joyfully collaborates with clients when creating nurture-focused content with a “strategy first, words second” approach. Strategy First, Words Second When it comes to a website and creating conversion copy, one of the most important things to remember is strategy first. While the design and copy are so important, your strategy dictates every move you make with the other components of your website. So rather than focusing solely on what you’re going to write and the copy you’ll create to drive conversion, you need to first consider a strategy for each page and component of your website. What is Conversion Strategy You may be familiar with conversion strategy, but essentially it helps get people from where they are to where they want to go. When you’re creating copy with a conversion strategy in mind, you’ll want to create it through targeted services and sales pages. Each of these will have a primary call-to-action based on that strategy and your goal it to drive your visitor to take that action. By doing this, you’re writing copy for conversion strategy. Reframing Your Mindset on Conversion Strategy We know that when we increase conversions, we generate more leads and sales, but it’s important to look at the small components of our strategy and adjust them for better results. While the visual appeal is great, it’s important for your visitors to have guidance on your website through a strategic user experience that will guide your visitors to where you want them to go. Mistakes in Conversion Driven Websites Before you dive into conversion strategy, let’s discuss a few mistakes you may be making on your website. The first is that you’re trying to add too many calls-to-action on your page. Outside of your homepage, you should have a primary CTA per page that will help guide users to where you want them to go. If you’re giving them too many options, you’re not getting them to the end goal. Additionally, you need to remember that websites aren’t just there to be beautiful—they’re there to connect, inform, and sell your services or product. Catch the Show Notes Get to Know Kayla (1:55) Strategy First, Words Second (5:48) Conversion Strategy (10:25) Reframing the Way We Look at Conversion Strategy (12:54) Mistakes in Conversion Driven Websites (15:20) Encouragement (29:20) RESOURCES MENTIONED kaylahollatz.com