Getting visitors to your business’s website is great, but it’s only half the battle when it comes to turning potential buyers into paying customers. Your website needs to offer a great experience to users that gets them to click through to various other pages and walk away with a great impression of your business.
Think of your website as a digital storefront for your business. It should be clean, well-organized, and customized to match your brand. It should also offer a friendly and welcoming customer service experience, communicating directly with what your customers need, addressing pain points, and the unique benefits of working directly with your business. All that can only be achieved through the right web design strategies.
If you’re not seeing the conversions you would like to see on your website, consider these 5 ways to drive up web conversion through your website design.
1: Create a Buyer Persona
The simplest question to ask yourself when designing your business’ website is who is this for?
- Where do my customers live?
- How old are my customers?
- What are my customers’ interests?
- How much research have your customers done on the products/services you offer?
Answering these questions – along with any more which help better define who your customers are – dramatically helps in the creation of content for your website. With a buyer persona defined, you and your team are better able to refine your brand’s identity, voice, and design.
2: Make Your Website Easy to Navigate
Once someone arrives at your website, they likely won’t make a purchase decision based on just one page. They might want to explore your various service options, read reviews of your business, and get to know more about your company history and team. Finding all these pages should be easy with clear site menus and internal linking that helps users smoothly get from one page to the next. If your site visitors have to dig for the information they’re looking for, chances are they’ll simply click away and move on to other sites.
3: Have Clear and Frequent CTAs
What action do you want customers to take when they visit your website? Should they call you? Fill out a form? Book an appointment online? Calls to action, or CTAs, will give your site visitors clear directions on how to take that next step towards becoming a paying customer at your business. Every page should include clear CTAs that are prominent, compelling, and attention grabbing.
4: Ensure Your Website Is Mobile Friendly
How do you typically browse the web? If you’re like most people, you’re using your phone much more often than a desktop computer. To account for the fact that most web traffic is mobile traffic, your website should be responsive on mobile devices, and it should still be visually appealing when it’s viewed on a smaller screen.
5: Write Compelling, Informative Content
Content on your website needs to do more than simply outline the products and services you offer. Your website’s content should speak directly to your target audience, offering a taste of your brand personality and forging personal connections with your site visitors. Before conceptualizing the content for your website, the team at Anchor Wave will take a deep dive into your customer personas and gain an understanding of their wants, needs, and pain points, so that your website is able to answer all their questions and address their concerns from their very first visit.
6 Trust Signals
When reading content, potential customers are looking for authentic elements which build trust and display the humanity and values of a brand. These are called “trust signals,” and are an essential aspect of any digital marketing program, but are particularly important for content.
Including testimonials, portfolio or example of work, associations and certifications all help illustrate what your business stands for. These stand as tangible examples of a commitment to quality service, and provide evidence for the level of products/services that your business is offering.
While words are always important, photos speak much louder. Your customers know when your photos are stock images, and in turn this takes away trust. People like to know who they are hiring or who they are reaching out to, and authentic photos offer the chance to show off your company and brand while building trust. Did you know our MarketingHubs include photography from a professional and experienced photographer who knows how to show your company in the best light? That is just another way that Anchor Wave provides authentic elements to help build trust with your potential customers.
7: Don’t Be Generic
Your website is part of your visual brand, so it should include colors, fonts, imagery, videos, and graphics that truly align with your business. When people visit your website, they should know exactly what your business is all about. Because your site is a first impression of your brand, it is essential to have a professional make sure your brand and design meet standards while also speaking to the identity of the brand. The job of a designer is more than just making things look “pretty” it is about user experience and brand perception as well.
At Anchor Wave, we have reimagined the website with MarketingHub. A MarketingHub is a conversion focused website that helps your business build stronger customer connections and crush your marketing goals. If you’re ready to completely transform your digital presence with web design that goes far beyond the basics, reach out today to consult a designer.
