When guests come to your home for dinner, you always want to make the best first impression. You will not risk leaving your home with a lot of clutter around.
Similarly, your business website is like your home where you invite prospective customers to take a look at what you’ve to offer. And here too, you would always like to create the best impression with the limited time you have to grab their attention.
According to a study by the Nielsen Norman Group, “20 percent of the users of first-time visitors will only read what you have on the page.” And in that time, if they do not find anything valuable or a clear call-to-action, they will leave immediately.
How do you ensure you’re able to grab and retain the attention of the visitors that come to your website.
Let’s take a look.
Top 5 tips to enhance your business website
You might always appreciate the look that elaborate designs offer, very soon both you and your visitors will grow tired of it.
Neil Patel, the Digital Marketing Guru said, “Far too often I see websites try to jam too much information into a very small space. The navigation is confusing, and it’s overwhelming for anyone viewing the site. If this is starting to sound like the layout of your website, it could be the reason why your conversion rates are unsatisfactory.”
You may consider the following points when improving your business website for better clarity and conversions.
1. Enhance your user experience and navigation
First things first, how do you ensure that your design provides an optimum experience to your target users. Enter user experience design (UXD). Now if you were to break down the user experience design definition in simple words, it is nothing but the relationship of the product with the user.
As described by Maze, “User experience design is about supporting user’s needs, but making sure not to distract them from the overall experience of the product.”
Elaborate and jazzy visuals may cut the mark for the first time, but if your users do not find anything useful, they will move away quickly as they discover your site.
Again with navigation, it’s the same thing. Your site navigation serves two primary purposes:
- It helps your users find what they’re looking for
- It helps with your search engine rankings too
Here again your users should always take precedence over the search engine rankings. Never make the mistake of using generic navigation descriptions, always use specific and relevant ones. Try and use words that your target users would generally use while navigating through a website. When a customer visits your site, they should instantly know what you are offering or selling.
Again a pro tip here is not to use any kind of jargon or technical term. If you use any kind of internal references, customers are likely to drift away from your site. For example, if your site has a blog then call it a blog instead of using some fancy names like The Latest Buzz or something similar. Remember, being empathetic towards your user base is the greatest marketing skill you can ever have.
2. Include a unique value proposition
The mission statement or value proposition is something that tells your visitors what exactly you do, and what is the reason behind it (in short, why do you do it). According to the Content Marketing Institute, here is wat you should include your mission statement:
- [our company] is where
- [our audience] gets
- [what information] that offers
- [what benefit]
The best way to add a value proposition is in your homepage or the headline. You need to let your customers know what exactly they will get from you if they decide to hire you, become a subscriber of your blog or newsletter, or make a purchase from you.
For additional information, you can also refer to this useful resource Mission Statements.
3. Make your website mobile-friendly
This is something you need to have at the top of your mind while building your website. A mobile-friendly website benefits you in the following ways:
- Builds trust – 57% of online users stated they will never recommend a site that has a poorly designed mobile interface.
- Increases your visibility – A mobile-friendly website will help you reach a wider audience base.
- Holds their attention – A data has shown that if your page takes more than three seconds to load, the users leave your website. In this digital age, people have a very short attention span. One of the greater advantages of using a mobile site is it loads very quickly.
- Provides a better browsing experience – The major difference between a responsive website and a non-responsive one is the user experience. With a mobile-friendly website, the user finds it really convenient to browse through the website and access the information they need.
- Maintain a competitive edge – If you do not have a response website and your competitor does, you can already imagine who would your target users chose to do business with.
Google has made it quite simpler for you with its testing tool. You just need to add your website URL in the box and you will get a quick result and also a screenshot of the page as how it shows on a mobile interface. Further, you will also get a list of recommendations on how you can improve the user experience.
4. Turn boring data into a compelling story
Your website need not be a dumping ground for all sorts of information. You need to present information and data in a way that makes sense to your target users. Consider using a line graph maker to turn those boring data sets into a compelling user story that will grab the users’ attention in no time.
If you’re using Piktochart or any similar tool, you can create an engaging story with your data set in a few minutes.
- Log in to the tool.
- Start from scratch or select a readily available template made by a designer.
- Navigate to Tools and open the chart maker.
- Copy and paste all your data from an existing Excel sheet or Google doc.
- Adjust the data labels and other parameters as per your preferences.
- Download and share your story with users in any of the available formats.
Yes, it’s that simple!
5. Ensure there is a prominent Call to Action (CTA)
The CTA is something you cannot ignore. You have got the traffic you wanted on your site and they seemed to be pretty interested in what you had to offer, now what would you want them to do.
Yes, you need to tell them what you want them to do. And that too in a way that is convincing to them.
Include a button at the end, for example, ‘Go to checkout’, ‘Get a quote’, ‘Download the ebook’, and so on. Remember to always begin your CTA with a verb, else it doesn’t imply any action. They would just be buttons with text, such as, ‘More info’.
Jonathan Richards said, “one practical solution is to say that the words on a button must make sense after both the interrogative “Would you like to…?” (where the publisher speaks) as well as the conditional “I would like to…” (where the user speaks).”
Every CTA button must pass this test.
6. Add social proof and customer testimonials
In the digital world, everyone looks for social proof. There is no better way to gather that than by adding customer testimonials or adding reviews by renowned influencers.
You can use social proof to the best of your advantage by asking them to download a free ebook or to sign up for your course.
According to a research by Moz, “Nearly 70% of people look at a product review before taking the plunge and purchasing.
Here are a few quick ways of using social proof to improve your business website and enhance conversions:
- Customer testimonials – This is a great way of showing that your customers trust you. You can display these testimonials on your website in different ways, spread it through your website and make sure to use a customer picture.
- Customer base – Using client logos is an effective way of showing social proof to your target users. Showing them successful businesses have used your products or services means it is good enough for their business and success.
- Case studies – These are detailed success stories and help customers make an informed decision. They will believe if you can do it for a successful business you will be able to do it for them too.
- Certification badges – A recent study stated, badges can improve your website conversions by a whopping 30%.
- Product reviews – Reviews, both positive and negative matter, and they are a fantastic way of increasing your website traffic and conversions.