Turning Clicks into Tours: Improving Your Website's Conversion Rate for Coworking Spaces

In the competitive world of coworking, your website isn't just a digital brochure; it's your primary salesperson, working 24/7. Its ultimate goal? To convert curious clicks into actual tours of your space. A high conversion rate means more potential members will walk through your door, experience your community firsthand, and ultimately sign up.

So, how do you optimise your website to nudge visitors from passive browsing to active engagement effectively? It's all about clarity, compelling content, and a clear path to action. Here are some best practices and ideas to turn those virtual visitors into real-life tours.

1. Crystal Clear Value Proposition Above the Fold

When someone lands on your homepage, they should instantly understand what you offer and why it matters to them. Your unique selling proposition – what makes your space special – should be immediately visible without scrolling. Are you focused on creatives? Tech startups? Quiet, professional environments? State it clearly, accompanied by a prominent call-to-action (CTA) such as "Book a Tour" or "Schedule a Visit." Don't make them dig for it.

2. High-Quality Visuals that Tell a Story

People are seeking a vibe, an atmosphere, and a sense of community. Generic stock photos won't suffice. Invest in professional photography and video that showcase your space's best features, natural light, diverse work zones, and most importantly, happy, engaged members. Use a virtual tour feature if your budget allows. Show, don't just tell, the experience of working in your space.

3. Simplify Your Navigation and User Experience

A cluttered or confusing website is a surefire way to lose a potential lead. Keep your navigation intuitive and straightforward. Organise your content logically (e.g., "About Us," "Memberships," "Amenities," "Contact"). Ensure the site is responsive and loads quickly on all devices, especially mobile, as many people will browse on the go.

4. Compelling Content Focused on Benefits, Not Just Features

While listing your amenities (fast Wi-Fi, coffee, meeting rooms) is important, focus on the benefits those features provide. Instead of "High-speed internet," try "Blazing-fast internet to keep your productivity soaring." Instead of "Meeting rooms," write "Professional meeting rooms designed for seamless collaboration." Utilise testimonials and case studies from existing members to provide social proof and showcase how your space has enabled them to thrive.

5. Optimise Your Tour Booking Process

This is the make-or-break moment. Your tour booking form should be as simple and frictionless as possible.

• Keep it brief: Only ask for essential information (name, email, phone number, preferred date/time).

• Offer flexibility: Provide multiple options for tour times, including virtual tours if in-person visits are not feasible.

• Instant confirmation: Send an immediate email or text confirmation with all the details, including directions and parking information.

• Calendar integration: Allow users to add the tour to their personal calendar easily.

6. Incorporate a Clear Call-to-Action (CTA) Throughout

Don't just have one "Book a Tour" button on your homepage. Strategically place clear, appealing CTAs on every relevant page. After describing your membership plans, prompt them to book a tour. After showcasing amenities, invite them to see it for themselves. Use action-oriented language that encourages the next step.

7. Leverage Live Chat and FAQs

Some visitors might have quick questions that, if unanswered, could prevent them from booking a tour. Implement a live chat feature (even if it's just during business hours) or a comprehensive FAQ section. This allows you to address immediate concerns and provide the information they need to feel confident taking the next step.

8. meed: Streamlining Membership Onboarding from the First Touch for Coworking Spaces

Now, imagine a seamless step after they've decided to tour. Once a potential member has arrived for their visit, why not offer them an immediate taste of the effortless experience your coworking space provides? With meed, you can do just that.

You could display a QR code prominently at your reception or on the desk where guests check in for their tour. By simply scanning this code with their phone's camera, they can instantly receive a digital "Guest Membership" pass or a "Tour Perk" voucher directly to their Apple or Google Wallet. This could include a voucher for a complimentary premium coffee from your café, access to a specific amenity during their tour, or even a discount on their first month if they sign up within a particular timeframe.

It’s an instant, app-less way to engage them from the very first minute, showcasing the modern convenience of your space. They get a tangible digital asset in their phone's wallet, and you get a frictionless way to capture their interest and provide a memorable, value-added first impression. This isn't just about a tour; it's about making them feel like a part of your community from day one, giving them "The Loyalty People Want" even before they've committed.

Set up your loyalty program on meed right now at the portal. Just click the banner below!