4 website design tips to turn prospects into customers
Updated: Nov 19, 2018
Is your website not working as the conversion machine it should?
This will help.
1. Optimise your above-the-fold
Above-the-fold is what people see on your website before scrolling down or clicking a link.
It's the prime real estate of your website. Therefore you have to be very intentional with what you put there.
An effective above-the-fold that sticks to the following rules will help your business generate more leads.
The 5 second rule
Within 5 seconds can someone tell what your website is about? This is the golden window you have to let someone know what value your website is going to bring them, before they hit 'back' and never see your site again.
See our website for JJ’s Car Hire.
You can tell immediately what it's about.
Make it blatantly obvious what you do.
Chris Guillebeau provides a simple framework in his book The $100 Startup:
We help [customers] with [product or service] so they can do/achieve/other verb [primary benefit].
At Banni Digital, we help small businesses with websites and digital marketing so they can get more clients and make more sales.
Spell it out so it's clear what you do in 5 seconds of landing on the page.
Use Hick's law in your web design to increase the chance of getting a lead or sale. Hick's Law describes decision time based on number of possible options one has.
More options means increased energy used to make a decision. This energy expenditure then starts to outweigh the benefits of what you're selling.
Eliminate the options and stick to the 'one page, one goal' principle. See how well Neil Patel does it on his site.
He has one button. Users know exactly what to do.
It also helps you to navigate users to where you want them.
Have one, clear Call To Action on your home page.
Tip: Make your buttons stand out from your other text. They need to be different to your unclickable links. Adding colour to buttons is an easy fix for this.
Look at this landing page for Asos.
See how the title "This is Asos" and subtitle look exactly the same as the buttons, "Shop women" and "Shop men"?
Compare it to the Salesforce website.
Their clickable links are in blue and green. It stands out. You know what to click.
Using colour is a great little way to do it.
Put your contact in the header
Put a phone number, email or both in your header. Making prospects navigate to other pages to contact you increases their energy expenditure and likelihood of distraction causing them to leave without contact.
Venroy nail it.
2. Social proof your site
People are more likely to trust and buy from you when they can see other people like them have benefitted from your product/service.
You have to show how someone’s life is going to be better for using your product/service. So show how you’ve done this in the past. Happy customers won’t hesitate to write you a brilliant testimonial if you personally ask them.
See how well Intelligent Change does this, “300,000+ people use our product”. Plus a glowing testimonial from Tim Ferriss! It makes you trust their product immediately.
Your website has to convince people both emotionally and logically that they need what you are selling. And social proofing is the best way to make your site more emotionally convincing.
3. Mobile responsiveness
Yes, you've heard this a thousand times. That's because it's important.
Let's look at the numbers from 2016 to 2017:
The % of visits from mobile devices grew from 57% to 63%.
The % of time on site from mobile devices grew from 40% to 49%.
Mobile Bounce Rate dropped from 52% to 47%.
See the full study here.
With Google's mobile-first indexing, your mobile website has to be sharp.
Most building platforms will have an automatic responsive design function, however it is important to double check. So when publishing, check on your iPhone, your mate's iPhone, any tablet you can get a hold of and different computers just to double check there are no bugs or formatting errors on different screens.
Unlike other platform builders like Squarespace and Weebly, Wix actually allows you to edit your mobile site separate from your desktop site. This means greater customisability for different users.
We've removed a heap of elements on our mobile site like gifs and vector art to increase mobile page speed.
Tip: You can check your mobile page speed and get site specific recommendations to improve it on Google's new speed test tool.
4. Get your own photos taken
Sack the stock photos and invest in in your own pro photos for your business. People are going to trust a brand with a face and personality behind it.
It's okay to mix it up with good stock shots on Instagram and in blog posts but your website is different.
VWO Group ran a split test to determine whether stock or real images performed better on websites. They found a 161% lift in conversions with the real images! That's because we naturally ignore stock photos and LOVE images that look real.
Tip: For this and other projects like this, think of anyone you know who is a photographer. How could you add value to them in a way where you could skill swap? For our first business shots we skill swapped with a friend who needed some help with his website. It worked out perfectly for both of us. Cost $0.
You want your website to look great and represent your business while still being super functional as well.
If nothing else make sure you nail you're above-the-fold content because it might be the only part of your website they see. Stick to the 5 second rule, a clear call to action, have your contact number in the header and you'll be well on the way.
If you've got anything out of this post at all, share it with 1 friend who is starting a new business.