Modern firms know that attracting customers isn’t easy. If they want to pick up business online, they need to provide a user-friendly, visually-stunning service. Getting to that place, however, is a massive challenge. Not only do you need excellent design skills, but you need to be technically-minded too. And that’s a rare combination.
In this post, we’re going to take a look at some of the strategies that companies use to make their web pages irresistible. By the end of this article, you should have a good sense of how they do it and be able to implement it in your firm.
Strategy #1: Being Concise
When it comes to web pages, the aim of the game should be to make them as concise as possible. Yes – you’ll need some SEO content, but that should be hidden out of the way. The customer-facing segment of your website should use as few syllables as possible.
Start your webpages with a phrase or sentence that captures the idea that you want to present. It doesn’t necessarily need to be a product. It can just be a phrase that talks about the problem that your enterprise solves. Often, this approach is the best because it makes it clear to users how you can help them immediately.
If you have a sentence describing what you do, try to make it shorter by skipping unnecessary words or including terms that distill your ideas. Titles and headings should convey additional information to provide context and cement the value proposition. The more you can optimize the copy, the better.
Strategy #2: Encouraging Action
Being concise is part of the story, but encouraging action is equally important. After all, the whole reason that your website exists is to get customers to move down your product pipeline.
Encouraging action is relatively straightforward. The best strategy is to present customers with a time-limited or resource-limited offer. So, for instance, you might say something like “book by Monday” or “only twenty free appointments remaining.” Then the customer has an incentive to act, instead of putting the decision off to the future.
It would help if you also focused on telling customers exactly what you want them to do next. There’s no point being shy. When it comes to selling, the direct approach is invariably the best.
Don’t think of your homepage as a map that customers use to navigate to the various recesses of your site. Instead, see it is a sales funnel. Make the homepage compelling and then use it to lead customers in multiple directions, most likely to lead to a sale. Provide options for all the different kinds of people who might be arriving that reflect their needs.
Strategy #3: Putting The Headline In A Prominent Position
It turns out that where you place your headline has a significant impact on the performance of your web pages. The most important thing is to give your title plenty of space – so much, in fact, that it can look like too much.
You want the typeface to be as prominent as possible so that visitors know what a page is about in a flash.
If possible, you also want your page to be minimalist, with as little clutter as possible. The customer should understand the product and the action that they need to take next. There should be no debate.
Strategy #4: Checking That Pages Make Sense
Your web pages might make sense to you or your web developer, but do they chime with your customers? Figuring that out is more complicated than you might imagine.
Surveys aren’t the best tool here. A much better option is click testing.
But what is click testing, I hear you ask?
Essentially, it is a system that records where customers click on your website and their expectations of how their actions will play out. Thus, all you do is present them with a page from your site and then record how they use the cursor. Sometimes, you’ll discover that your design is intuitive and an immediate hit. Other times, you’ll find out that your current setup isn’t as clear or user-friendly as you imagined.
What’s great about click testing is that it is a rolling process. You can test a site with live users, see how they interact with it, and then adjust it and test again. Repeating this cycle over and over allows you to iterate on the design.
Strategy #5: Talking About Their Values
Providing customers with clear and concise information is essential, but it isn’t the only game in town. The most successful websites also immediately communicate their values to customers.
Values are important. People like a great deal, but their beliefs and philosophies are often far more motivating. Thus, if you can tap into these, you can improve your conversation rate dramatically.
Strategy #6: Addressing Customer Pain Points Immediately
People who arrive at your site often do so because they want you to solve a problem for them. It doesn’t make sense, therefore, to talk about your company or even your product. The first information you convey should be about how you address your user’s pain points.
You see this approach all the time. DropBox, for instance, doesn’t talk about how it is a cloud storage service. Instead, it talks about how its customers can access their files and folders from anywhere.
It would help if you did the same. Talk about the value that you offer customers, not the details or specifications. Where possible, try to create an emotional appeal. Talk about how much easier their lives will be if they use your service. Get them to imagine the brighter future you offer if they part with their cash.
Top companies use every trick in the book to encourage users to convert on their websites. But it all starts with simple building blocks – how they actually construct their webpages. If you want your enterprise to be successful, it is a good idea to follow in their footsteps.