Every day, people are figuring out new ways to reach their customers more effectively online; additionally, they’re learning how to convert users because of it. There is now more competition than ever for consumer attention in virtually every industry, so companies are stepping up their game to keep up. The companies that rise above the rest are the ones that adopt the latest online marketing trends before the rest catch on.
Often, the best way to do that is with a high-quality, sales-driven website aimed at converting. It’s important to produce great web design in order to grab attention and “wow” people when they visit your site. So, how do you set your website apart and turn it into the powerful, selling tool it can be? Employ the four features below on your website.
Your copy needs to be compelling in getting customers to buy. If you want to convert users, you need to be concise and direct with your sentences. Don’t get too abstract with your writing. Stay focused on delivering what your company does and what you will do for customers. Address the problem that the customer is facing and present your company as the best viable solution.
It’s all about setting yourself apart from other companies in the same industry, so you should advertise your company as the highest-quality/most affordable/most efficient/etc. authority in the industry. Many times, people won’t read large blocks of text, so keep your copy sales-oriented and direct people to the bottom of your sales funnel. Remember — coffee’s for closers!
(Marketing expert Donald Miller wrote an excellent book on writing compelling sales copy — check out this introduction to StoryBrand.)
Try to showcase your product or service in a unique way so you can convert users. Use innovative tools to add originality and a fun user experience to your site, such as illustrated buttons, interactive menus, and clever animations. Your branding should be unique, clean, and displayed prominently throughout your entire site, keeping a consistent theme for each page. Let your design be the best first impression possible for potential customers.
Speaking of layout, yours needs to be easy to navigate and effective at directing customers where you want them to go. People should be able to find what they’re looking for quickly, and your site should be laid out to SELL. Firefox has a good example of a call to action below.
Effective calls to action should be placed in strategic locations to engage visitors and give them a simple, straightforward way to buy your products/services. Make sure to put your most important sales copy toward the top of your homepage. A lot of the “About Our Company” content can be placed near the bottom or on a separate page.
Mobile responsiveness has become more and more important since Google has made it one of the main search criteria for its search engine. You can’t sell your products or service if people can’t find you, so it’s important to make sure your website looks and functions well on all platforms. Many of the people searching online are doing it via mobile devices. If your site loads slowly, looks bad, and functions terribly, they will leave your site and not pay you any mind. Update your website for mobile functionality and you will see improved SEO results and eventually more sales.
The Bottom Line
There’s a lot more that goes into designing a sales-driven website than many business owners don’t realize. Your goal is to convert users, but there are many facets of it. Your website is often the first impression people get of your business, so it’s important to create the best first impression of your business. Make sure your site contains these four keys to great web design in order to give users the best experience possible. These added features will ultimately lead to an increase in revenue and customer base. This is easier said than done, of course. Need any help establishing a sales-driven website? Design Extensions can help!