Your website has a very important job to do.
It is often the first point of contact for new potential clients or customers. Typically, a new visitor is going to spend only SEVEN seconds on their first visit to determine if your business or service is what they are looking for, which is why website design is so important.
That’s why we want to share some tips to help you get the most traction out of your site.
5 Tips to Get Attention with Your Website Design:
- Know Your Audience
- Above the Fold
- Who, What & Why
- Tiered Content
- Call To Action
A lot of small businesses make the mistake of treating their website like a brochure. This isn’t going to get you very far with someone who doesn’t already know who you are. People love to pack their website full of copy, and quite frankly, no one really wants to read that much anymore.
Not until they know you’re worth their time anyhow… Then, MAYBE then, they will dig into your copy. Yes, it’s important to have information about your company. But it’s secondary to making that initial connection… The one where the visitor takes a sigh of relief and thinks, “Ahhh yes, I believe that this company can help me.”
It’s imperative that you look at your website as a sales tool. The main objective of your website is to take care of answering the visitor’s questions and objections so that the next obvious step is to reach out and make contact.
Let’s explore 5 tips to getting the most out of your website.
1) KNOW YOUR AUDIENCE
This is where many companies fall short. They don’t actually know who they are talking to. They either haven’t taken the time to understand the demographics or the psychographics of their ideal customer – or, they really don’t know. When you’re clear about who you are talking to, it becomes very easy to craft impactful copy and select powerful images for your website. You will understand the main “pain” points of those searching you out and be able to address them immediately. This is how you grab their attention within that seven-second threshold that is so critical.
2) ABOVE THE FOLD
Okay, so you’re probably wondering what “above the fold” means. This simply is the content that a user sees immediately when they land on your home page, before they scroll. This is typically based on the most average laptop screen size (since we all know how many different screens there are today). You want to answer who you are, what you do and why they should buy from you in this area immediately.
3) WHO, WHAT, WHY
Who are you?
What do you offer?
Why should someone buy from you?
When a visitor arrives to your website, they should be able to determine who you are and what you offer immediately within that seven-second threshold. If you can’t communicate that quickly and efficiently, you may do well to go back and explore who your target audience is.
4) TIERED CONTENT
When you land on a website, you should see nice imagery/graphics and minimal copy that succinctly explains who you are and how you can help. This is where good design can have a strong impact. You’ll notice in the example below (Onnit) that once you click on one of the five black buttons, you get more small pictures, a lot more copy and you’re starting to drill down into that offering (vertical).
You can visualize this with a pyramid.
Last, but definitely NOT least…
5) CALL TO ACTION (CTA)
Every website should use at least one CTA. This is a prompt that encourages the user to take an immediate action. Prompts could include “Call Now”, “Click Here” or “Buy Now”. Marketing professionals would consider a website without a CTA incomplete.
EXAMPLE: A WEBSITE THAT DOES A GREAT JOB EMPLOYING THE 5 TIPS
Let’s look at www.onnit.com, they did a fantastic job addressing the five tips we just went over.
As you can see, they have large tagline on a dramatic image. The tagline and image speaks directly to WHO they are, WHAT they offer and WHY you should buy from them.“The Easiest Way To Get Optimized” Then, over on the right side you can see supplement packages and the word supplement is even on the packages. The “Start Here” button is an excellent directive on where they should click if they haven’t been here before.
This is a CALL TO ACTION.
I love it when companies do this. It’s very thoughtful and saves the user loads of time from clicking around wondering where to start. Below that, you see “Engineered for Peak Performance”. Then, if you had any questions about what else they offer, there are four obvious buttons SUPPLEMENTS, FOOD, FITNESS and APPAREL (which are also repeated in the main menu).
All of that is ABOVE THE FOLD.
I know exactly what they have to offer within 7 seconds AND they’ve taken the initiative to give me a starting point if I’m interested in supplements. Onnit has obviously done their research and they KNOW THEIR AUDIENCE.
Their supplements are likely their top selling and sought out offering. So, what have they done? They’ve put their supplements front and centre and made the decision process very simple. When you click on the “Fitness” button, for example, you get more content (images and copy). This is a great example of TIERED CONTENT. The first page simply offered you FITNESS. Now, we are drilling down and looking at all of the products available under fitness. You’ll drill down even further when you select Kettlebells for example.
If that seems like a lot of information to digest, it can be. But that’s where our talented Virtual Assistants can help you get your website optimized as best as possible (based on where you’re at with your business). If you don’t know where to start or how to implement your updates, we have copywriters, web designers and marketing specialists available to assist you.
Reach out today to find out how we can optimize your website design.
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