Your website design says a lot about your company and it has a measurable effect on how your customers react to you. It doesn’t have to be flashy, but it does need to be valuable. Users today have every reason to get what they need and move on, so it’s pivotal that your page connects with them on some level before they click off.
- Start Strong
New visitors are looking to get in and get out, so you have to know the main reasons why people visit your page. Without satisfying a user’s primary needs, you have a much higher chance of losing them.
Netflix prominently advertises a free trial on their home page because they assume people already know what the service is and would not likely be visiting if they already have Netflix. Instead, they try to capture new users by placing their offer ‘above the fold’ (so visitors don’t have to scroll down) to increase conversion rates. It’s not overbearing, but it can’t be missed.
Remember, you don’t have a lot of time to establish trust so aim for adding value to the user’s experience before doing anything else. Don’t overwhelm people with too much information and don’t come off as too pushy.
- Video Is King
Clever, concise copy is always going to be important to a certain extent, but video has become a valuable and necessary website asset. The majority of executives in one study dating back to 2015 agreed that they’re more likely to choose video over text on a website.
These videos don’t necessarily have to be wildly entertaining, they simply have to address the most important information in an easily digestible way. With so much competition for attention out there, videos let people relax and absorb the information through two senses instead of one. They are also effective.
Consider some of these results from the Animoto Online and Social Video Marketing Study:
- Four times as many consumers would rather watch a video about a product than read about it.
- One in four consumers lose interest in a company if it doesn’t have video.
- Four in five consumers believe that demo videos are helpful and nearly three-quarters of consumers believe a video describing a service is important.
However, there’s a reason why it’s not employed more often; it’s a lot more work than a blog post or a simple graphic. A web design agency can go a long way in helping you produce evergreen video content for your site.
- Clear Out Clutter
Users should be able to easily navigate your page without getting distracted. A good website design uses as few words as possible to convey your message. The more you can angle your design toward simple, clean pages, the more people will be able to understand what you do and how you do it. Sidebars and carousels are a nuisance for most people, and too much text can exhaust users before they even read a single word.
Too many businesses try to do way too much with their space. If you are trying to attract new business, you have to remember that most people aren’t going to be too concerned by the details of a company with whom they have no relationship.
- Use Your CTA Requests Wisely
Users get savvier every day, so your CTA (call-to-action) has to be clear and enticing. Most people are either hesitant to sign up for another email list or they’ll use a junk email address they never check. Make sure you give them a reason to want your content.
Pop-up form CTAs are all the rage right now, mainly because they work. The top 10 percent of performers achieve a 9 percent conversion rate, which isn’t half bad for a single marketing tool. However, too many businesses are immediately begging people to sign up for their list or a trial offer — before people even know what the company does.
Instead of immediately getting in the face of users with a pop up, try waiting until they have been on a page for a given amount of time to ensure they are actively interested.
A long-term relationship doesn’t happen immediately. It takes a little bit of courting. A well-planned website can be a great first date.