If you own and run a business, a website that converts is non-negotiable. You must have one. If you don’t, your enterprise will fail.
Creating a site that sucks up prospective clients and spits out customers, however, is a challenge. Top web designers know how to do it, but you might not.
In this post, we’re going to take a look at the anatomy of a website that converts. Once you understand the basics, you’ll be in a much better position to make money.
Make Your Homepage A Giant Funnel
Most companies use “funnels” as part of their internet marketing strategy. The idea is to
shimmy customers down a particular sales path, from initial interest to final conversion.
These funnels appear all over the place – on social media sites, landing pages, and product pages. Interestingly, though, they don’t appear on homepages. And that’s leading to missed opportunities.
The vast majority of companies view their homepages as a kind of site map. Customers use them as a tool to find the information and products that they want. And when they do, they wind up in a carefully calibrated funnel.
The homepage itself, however, doesn’t follow this pattern.
Smart companies are now using their homepages as master funnels, directing customers to the appropriate areas of their websites. This process takes a lot of the guesswork out of using homepages. It eliminates them as a weakness in the sales process.
Make Liberal Use Of White Space
Converting customers requires more than bombarding them with walls of text. It also requires diligent use of white space.
Well-constructed commercial sites keep large areas of the screen blank. While this might seem like a waste of space, it helps make websites more navigable. Users are more likely to digest the information on the screen and process your core messages.
Use High-Quality Images
When a user arrives at your site, they immediately begin looking for signals that might indicate the quality of your business. Images, therefore, are an essential tool that you can use to convince and convert.
A lot of small-time companies will upload low-resolution pictures to their pages in the home to make them more compelling. That strategy, however, can backfire. Users often interpret low-quality images as a sign that you’re not a professional operation. The process is usually instant and unconscious.
High-quality images are perhaps the most straightforward upgrade to the average business websites. All you need is a professional commercial photographer and a server with decent bandwidth.
Create A Fluid Mobile Experience
The vast majority of internet users now access commercial websites on their mobile devices, NOT desktop computers. Companies, therefore, need to adopt a mobile-first strategy, creating sites that cater to their mobile audience before considering desktop users.
Use Interesting Call To Actions
Call to action buttons are on-screen tabs that tell prospects what they need to do next. Ideally, they should be clear, consistent, and make logical sense in the context of the rest of the page. Well-designed CTAs can easily triple conversion rates across your website.