With 81% of people looking up a product or service online before making a purchase decision, not having a website could mean lost revenue. That being said, having a few pages up and calling it a day won’t be enough for today’s competitive market and highly sophisticated audience.
With at least 1.74 billion websites on the internet all vying for attention from their audience, your website needs to be optimized for conversion.
What is Conversion?
In digital marketing, conversion means getting your visitor to perform a particular desired action. This action can be anything you need to make an impact on your business statistics, whether it’s adding an item to a shopping cart, signing up for a newsletter mailing list, or downloading a free ebook.
All of these actions contribute in some way to a larger goal, such as establishing brand awareness, gaining leads, or selling an item directly from your website. There are several things that can be optimized to make it an effective tool for conversion. One of them is modernizing your website design to fit what today’s customers would expect from you.
Here are three critical areas in your website design that you can optimize in targeting conversions:
1. Intuitive Navigation
One of the most basic and yet most crucial parts of a modern website is the navigation. Most customers today expect to see a simple and easily accessible navigation bar that links to your essential pages.
Most websites today have separate pages dedicated to the company profile, services, products, a blog, and a contact page. With a properly set navigation system, a user can quickly jump into pages to look for information that they need, avoiding frustration in the user experience.
Some web designers prefer a flowing single page design where the whole website is contained in a single scrollable page. Instead of having to load separate tabs, you can simply scroll to the relevant section of that page. A navigation bar is still very useful in this type of design since a click on the navbar can transport you directly to that section.
No matter what design you end up with, ensure that your website works properly, helping your users get to the information that they really need with a few clicks.
2. Large Images for the Homepage
Most people are visual learners. This explains why most modern websites have homepages that favor big pictures with a smattering of tastefully written copy to give the image some context. This works because you don’t want to immediately bore your audience with thick blocks of text; instead, you want to ease them in with tastefully selected images that convey the overall feel of your brand.
Your homepage’s job is to attract your customers, which makes emotion-evoking images perfect for it. While it may be tempting to expound more about your company on the home page, such in-depth information is better left on your “About” or “Services” page.
It’s always helpful to throw in some keywords that you are already targeting for on the home page, but keep them as barebones as possible!
3. Strategically-Placed Calls-To-Action
Your CTAs tell your customer directly what you want them to do. They are usually just a few words long but contain engaging verbs that inspire your readers to follow a desired action.
You can maximize the effectivity of your CTAs by highlighting them using high-contrast buttons, bright colors, or large, prominent text. It’s also important to ensure that these are strategically placed in areas where readers expect them to be!
A good place for a CTA is right at the bottom of an article that explains the features of your product or service. This is critical because no customer would click on a CTA before reading up on what you actually offer. Meanwhile, not placing a CTA right after the part where readers have already been informed about your products is an opportunity for conversion that’s simply wasted.
A website is one of the most critical investments you could be making for your startup business today. For new companies with very little brand recognition, a well-designed business website could foster brand awareness and establish authority in any industry. If you’re unsure how to approach your design, then your best option is to partner with a consultant who can optimize your business’ strategies.
Wolfmatrix specializes in scaling startup companies through digital marketing and enterprise software. Our team of software consultants uses their deep industry knowledge and expertise to create custom solutions for your business needs. Contact us today to learn more about our services.