Creating and launching your website into action is always a fantastic feeling. Your hard work of planning and brainstorming is finally paying off, and you're ready to achieve the results you're expecting. However, a common problem most organizations face is that they focus on building a website that looks better, but they get the same results as their old website. What they do is they find another agency, develop a new marketing strategy, replace the marketing manager. They're painstakingly repeating the same process over and over again.

What went wrong? 

If you or someone you know is encountering the same problem, then we recommend that you read on as we discuss the best tips and strategies to increase your Drupal website’s conversion rates:

Establish An Impressive Marketing Strategy

So you're coming up with excellent content. You also have an aesthetically pleasing website. In some processes of web design, the feel and look of a particular site are created first, and then the content created to fit that design. However, if your focus is optimizing your conversion rates, the same principle doesn't apply though.

Your primary goal is to create a design that's perfectly tailored around your content. Keep in mind that having high-quality, engaging content will drive your audience to your site. 

Also, you must have the right resources to put your marketing plan into action.

For instance, if part of your strategy is to publish content like blogs and newsletters that will drive in potential leads to your website, and yet you only have a part-time employee working for you around 10 hours a week, then more likely, that plan is bound to fail. So, before you finalize your project, explore the right resources and see to it that it's readily available before you utilize it. That way, you have a solid foundation in place to help you reach your goals.  

Stay Relevant

Search engines usually rank content based on a particular set of criteria. That's why most marketers need to make constant changes to keep up with the evolving SEO landscape. Because of the frequent algorithm changes, the essential thing to keep in mind when creating a robust strategy is relevance.

Come up with a list of keywords and keyword phrases that highly represent your brand. Long-tail keywords are extremely handy here if you want to find your target market, and help your brand stand out. However, keywords won't get you far, especially if your content isn't top-notch.  

So, it's still important to come up with highly-quality and engaging content ‒ from blogs, landing pages, product information, press material to feature stories. People will visit your website because of your exceptional SEO prowess, but will still leave if your content isn't engaging enough. Also, remember ‒ search engines will always prefer sites with lower bounce rates.  

Generate Landing Pages

In its most basic form, a landing page is created and is specifically tailored for an ad or a marketing campaign. This standalone page is where a website visitor "lands" to. If your people aren't converting leads and sales in your business, then maybe it's a good time to re-evaluate your landing pages.

First and foremost, make the CTA relevant on your ad or listing, so that once people click on it, they'll stumble on your landing page. Use strong action words. Then, test everything ‒ from your CTAs, content, images, videos to testimonials. Make your page as mobile-friendly as possible and mind your page loading time. Keep in mind that having a slow page loading time can significantly impact conversions as well. 

Optimize Your Site For Google

Google can roll out significant changes such as its algorithm, and it can impact your site's visibility and ranking. Back in 2016, Google made updates favoring websites that are more mobile friendly. They've penalized sites who are lacking a mobile-friendly platform and rewarded those who have a more mobile-responsive design.

Drupal sites excel in this aspect because they are positioned strategically to meet Google's search algorithm in the most optimized way as possible. Not to mention, it has a mobile and tablet-friendly site design which makes it stand out from the rest of the pack in the CMS field.  

Here are some features of Drupal sites: 

• fully responsive design (Drupal 8)
• built-in page translation to reach broader audiences (Drupal 8)
• Drupal SEO Checklist which establishes a list of tasks and to-do's to boost a site's SEO capabilities
• Drupal SEO Tools which gives the user a dashboard of SEO tips and other essential information 
• fixes any link or URL problem
• knows the importance of optimizing Google, and is highly compatible with Google Analytics, and integrates it with Google Search Console for more SEO power
• uses XML Sitemap to send a sitemap to the site
• uses H1 and H2 tags on the site's taxonomy page, which is extremely vital for SEO

In Conclusion 

Conversion rate optimization will always be an ongoing process. So don't be easily discouraged if you have a slow start. By following these tips, you'll be able to put what you've learned into action as you apply the principles of creating a conversion-focused design. If you need help with your Drupal web development, then it’s better to seek the advice of experts, to achieve the results that you want today.