With the advent of the internet and globalization, a website has become one of the most important ways for any business to reach out to its customers.
A clean-cut, professional-looking website can help establish credibility in an online setting and allow businesses to sell their products or services more efficiently.
But what is it that makes a webpage look “professional”? What are some of the best practices for designing websites that convert visitors into paying customers? This article will guide you through some simple tips on how you can create a better web page for your company!
Building Conversion Rates
Converting visitors into customers is the single most important metric that any business should be tracking. According to the professional team at trustmary.com, conversion rates tell you how well your webpage and marketing materials are converting and if they need to be changed or reworked. There are many tools out there that will help you collect this data so you can see what parts of your webpage work and which ones don’t.
For example, some tools allow you to track how many visits your page receives, what browsers people use (so that you can check for compatibility), and where they come from. Most importantly, they will tell you which parts of your page are capturing people’s attention the most so you know if there is something wrong with your layout or copy.
Designing Your Page
A good rule of thumb when creating your page layout is to have four columns with content in each column. The text should be aligned left or right across all the columns. It doesn’t matter which you choose, as long as the text is aligned in a single direction. This creates a simple, organized layout that allows visitors to focus on what they need to read and interact with.
It is best practice to have your logo placed at the top-left corner of each page on your site and to have the menu bar on top directly underneath the logo. Having these two things allows visitors to navigate your site more efficiently, and they will know where to go when you use your logo in all of your marketing material (e.g. business cards).
The Website’s Content
The content of your page should be easy to read and make sense. Having a lot of text on the main part of your webpage will deter people from reading it. Even if you don’t have a great deal of information, try to add something new every time you update your website so that visitors always know they can find something new when they come back.
In general, people want to know exactly what you offer and how it can benefit them. Be detailed in your descriptions of products or services, but don’t go into too much unnecessary detail. If a prospect is interested in what you have to say, they will spend the time scrolling down and reading more about it. If not, they will most likely leave your website.
Placing Testimonials On Your Site
One of the best ways to show visitors that you are trustworthy is by placing testimonials on your site. These can be from clients who are happy with what you do or even family members and friends. Using these throughout your webpage shows prospects that other people have used your product or service and had a great experience with it.
For example, if you own an online clothing store, try having happy customers write short reviews about your products and what they like so much about them. This will give people the feeling that they will be just as satisfied when purchasing from you.
How to Increase Website Conversions to Get More Sales
Follow these 110 tips to improve your website conversion rates.
- Declutter your website. A simple, clean website design not only provides a better user experience, it also leads to higher conversion rates. According to Google, as the number of elements on a page (images, text, titles, etc.) rises from 400 to 6,000, the probability of conversion drops 95%.
- Speed up your site. If your site is slow to load, you may be losing conversions simply because visitors get tired of waiting a few extra seconds. One study showed that even a 1-second delay in load time resulted in a 7% reduction in conversions. To improve your website load times, streamline page content, compress large images, and make sure to use a high-quality website hosting company.
- Build trust. People are more likely to do business with companies they trust, so make sure your website projects a professional, trustworthy image. To show visitors your site is safe and your business is legitimate, display trust seals such as Better Business Bureau Accredited Business, Norton Secured, and McAfee Secure; upgrade to the more secure HTTPS/SSL communication protocol; include customer testimonials on your site; and make sure you’re effectively managing your online reputation.
- Optimize your site for mobile devices. As more and more people use their smartphones to browse and buy, making sure your site provides a good experience for mobile users is crucial to improving your conversion rates. Your site should be responsive, with a mobile-friendly layout, simplified forms, and easily clickable callouts and buttons.
- Use high quality images. People respond to images, and having quality images on your site draws interest and creates an emotional response. A positive, professional-looking image that makes your site visitors feel good is a great way to get them to take action. If you have an ecommerce store, use multiple product images showing different angles and key details to boost conversion rates.
- Create custom landing pages. If you use PPC or social media ads, don’t include links that send people to your home page. If they’re interested enough to click, they want to learn more about that specific product or service, not wander around lost on your website trying to find the information they want. To increase conversions, create a unique landing page for each campaign, with a streamlined design and a single clear call to action.
- Focus on benefits. If you’re selling a product or service on your website, go beyond a listing of features to show potential customers what benefits they will receive if they purchase your product. Putting the spotlight on benefits demonstrates value and shows visitors how buying your product or service will improve their lives.
- Make it easy for customers to get help. If a potential customer runs into problems or has a question, they need to know how to get the issue resolved quickly—if you make them wait or don’t give them an easy way to find help, they’re likely to leave your site. Make customer service easily accessible via phone, email or live chat.
- Include video demonstrations. People are watching more videos than ever, and not just for entertainment. Having video on a landing page can boost conversions up to 80%, and 81% of people have been convinced to make a purchase by watching a video.
- Include site search. Your website navigation should make it easy for site visitors to find what they’re looking for, but in case it doesn’t, or for people who want an immediate answer to a very specific question, including a site search feature on your website can keep people from leaving your site to look for the answer elsewhere. According to research from WebLinc, people who use on-site search are 216% more likely to convert.