You can have an attractive website design, decent rankings, and powerful copy. But you know what? Your site may still not convert as many visitors into paying customers as it could.
From most to least important, here are four factors that can help:
1. Clear Call-to-Action (CTA)
Your call-to-action is what you want your visitors to do when they land on your website. Your home page can in fact feature several calls to action, but it’s best to limit these to around 2-3 or so to prevent confusion and website abandonment. Be sure to place your CTA(s) “above the fold,” ensuring they’re visible as soon as someone visits your website and don’t require any scrolling. Incentives also help, such as providing visitors with the opportunity to download a white paper in exchange for providing an e-mail address or to receive a free estimate for making a phone call.
2. Quick Page-Loading Speed
It should ideally take a second or less to load your website on all major devices, including smartphones. You can perhaps get away with 2 seconds or so, but you’ll lose visitors (and sales!) with every additional .25 seconds it takes to load your site.
Google considers your website loading speed when determining your search rankings, making this factor that much more important.
3. Simple Navigation
It shouldn’t take more than three clicks for visitors to land anywhere on your website. Moreover, the most important pages should be one click away. As for each additional click? You guessed it, these will cost you visitors and sales. Ensure menus are also easy to locate, and while good from a color perspective, avoid creativity in your navigation design.
4. Responsive Design
It’s perhaps no surprise that around two-thirds of all Google paid search result clicks come from mobile devices: meaning it’s crucial to keep in mind that mobile users appreciate websites with bigger buttons and less scrolling. By employing what is referred to as a “responsive design,” your website can easily accommodate all types of devices people use to browse the internet: laptops, desktops, tablet PCs, and smartphones. Mobile search will only expand in the future, so by accommodating these searchers right now, you’ll give a nice boost to both your short-term and long-term sales.
Follow These Principles Now and Stay Ahead of the Competition
Unfortunately, many businesses are sold on pretty designs that don’t convert visitors into customers. Nevertheless, if you design your site with these principles in mind, you’ll stay a step ahead of unsuspecting competition as the months and years march on.
Contact i5ww today for a consultation to review improvements you can make to your current website. We are also happy to help with brand-new website designs!