Keep visitors browsing, generate more leads

The whole point of having a business website is to attract business, right? That means you want people to visit, find what they’re searching for and buy your product or service. This doesn’t happen by magic – a whole lot of work goes into the design, layout and content of a great website to make it rank high with search engines, keep visitors browsing once they get there, then convert them into buyers.

So how do you do that? Here are six no-fail tips to creating a site that attracts and converts.

1: Design with your users in mind

What your visitors see first can make or break the effectiveness of your website. There are several elements that go into great web design, but the number one priority is being user-friendly. Is it easy for your visitors to navigate around your site, or do complicated pathways or a crowded home page make them bounce off too fast?

Simplicity is the key here. Avoid the clutter and the temptation to say it all on your home page. Use simple drop-down menus and include a few enticing photos or banners. Keep your words clear and to the point if you have special offers or new products – just a few phrases and a ‘read more’ button are all you need.

It’s also important to leave space around the page elements. Crowded images and text don’t allow a clear association of ideas, and too many unrelated concepts could confuse readers. With enough blank or ‘negative’ space, you’ll offer distinct topics and relevant associations, giving visitors a clear path for their search.

2: Talk to your reader

Whatever type of content suits your business, it needs to be readable and accessible to your target audience. Not only that, but it should be about your readers and what they need, rather than about you and your wonderful offering. Visitors to your site don’t care how passionate you are, and they aren’t all that interested in your professional qualifications or experience (unless you’re a brain surgeon). What they are interested in is what they’re going to get – think carefully about what they want, and build your messaging around that.

3: Use content to build your cred

There are several kinds of content you might consider. An article that generously gives away a few of your professional secrets can help readers trust you. Your article can identify a reader’s pain points and show how your product or service can help

You might gather some great case studies from past or current clients, or include testimonials in your articles. Case studies are powerful selling tools because they come not from you but from people your readers can relate to.

4: Break things up with images and subheads

Even great readers don’t spend all that long browsing websites. Images can engage skim-readers and capture non-readers, but it’s a mistake to crowd your pages with pictures. Instead, carefully choose a few compelling images that add to your reader’s understanding.

For the same reason, you don’t want too many words crowded together. No matter how well-written your copy is, browsers won’t last long if it isn’t broken up with subheadings to guide the eye.

5: Use calls to action

All the fine design, great articles and intriguing images in the world won’t sell your product or service if you don’t give visitors an easy option and a clear path to buy. Studies show if you inject a bit of urgency – do it now, don’t wait – your visitors are more likely to act. Whatever you’re selling, you need to say what you want visitors to do. Buy now, sign up, read more, download this, call today – every page and every article needs to have a call to action.

Make your website Head of Sales

Every business has a website these days, so to get that all-important cut-through you need to make your site the best it can be. Clean, simple design, clear pathways for visitors, content that gives readers what they’re looking for, attractive images that support your message – all these are essential elements of a website that will work to increase leads. Make sure you have a call to action on every page, and who knows? Your website could become your new Head of Sales.

Want to improve your website’s performance? Get in touch now.