Just in case you've not discovered this, your website is an essential part of your business, it is important to give it the attention it deserves. We repeatedly see great website designs delivering excellent results for companies, which would previously have wasted a lot of time and money on ineffective marketing. Below you can read about the 11 essential elements we have seen work magic on our client’s websites. Enjoy!
1. Perfected Elevator Pitch
Studies show that website visitors spend an average of seven seconds or less on 90% of the websites they visit. This is measured by a metric known as the Bounce Rate. This means you only have a few precious moments to convey who you are, what you do, who you do it for, and why you’re the best choice. Make sure you nail your pitch and get in front and center on your homepage.
It’s important to spend time honing your core marketing message and ensuring that your logo design, tagline and the initial two sentences of your website copy are clear and present your brand with credibility and impact succinctly outlining your specialty and target niche. There’s a lot to communicate in very little time so your pitch must be concise and compelling.
2. Clear Call to Actions
When marketers and business owners ask, “Why isn’t my website design converting?” the answer is most often a lack of call to actions. A call to action is an advertising and marketing concept, a request/direction to 'do something'—often the next step that a consumer could take toward the purchase of a product or service. Common call to actions (CTA’s) include phone numbers and “Buy Now” buttons, often the best website designs have value led CTA’s, subtly encouraging visitors to a next step. Call to actions are designed to engage your visitors and guide them down the path to a conversion. Visitors to your website need specific information before committing to a purchase or enquiry, smart call to actions preempt the visitors next step and gently lead them through your website in the way you want them to experience your website while delivering the information they are seeking.
On the most basic level any good web designer would recommend that you make sure your phone number is in the top right of every page of your site. Have your web designer put your contact info on the footer of every page along with quick links to your most valuable content. This is even more important for mobile websites where prospects are often just looking for a quick phone number, hours or address.
3. Track Your Conversions
We mention conversion tracking up the top because it’s so often neglected, yet it’s one of the easiest strategies to implement. Even with a simple website design, it is vital to know how many enquiries and sales that you receive through your website, where those website visitors come from and what the cost is to acquire them. This allows you to accurately measure your marketing spend, evaluate the success of any improvements or modifications in your website design or online marketing, and ultimately measure the underlying success of your website. Any good website designer will be able to assist you with tracking your conversions.
4. Engaging ‘About Us’ Page
The two biggest mistakes made with About Us pages is that they are often boring, and they’re not about the customer. It may seem counter-intuitive to write an About Us page that is more about your customer than your company, but there’s a good reason for it.
Your company exists for your customer. So by logical extension, your About Us page is also about your customer. That’s not to say it shouldn’t create an engaging portrait of the personalities behind your organisation because your prospects want to know who they’re working with, but they also want to know how those people are going to make their lives better. Your About Us page, like the rest of your website, should present all information in the context of how it benefits your visitors. Experienced web designers will be able to help you plan the best way to present your About Us page specific to your business.
5. Deliver High Quality Content
Quality content is vital to your marketing efforts and without it you can’t tell your story, attract your target market or explain the problems you solve and how you solve them. Everything from your website copy to your email newsletter should be useful, informative and engaging. Make it easy to read, delivered in portions and frequencies that match the interest of your customers.
Your content is a vital tool to lead visitors towards the purchase and it should work together with your website design and brand to provide a seamless and compelling experience. High-quality content demonstrates authority and integrity and visitors are more likely to purchase from businesses that invest the time and effort into sharing their message in an intelligent and appealing way.