Your web presence is more than simply a means of conveying business hours and locations to potential clients. A professional website design creates confidence. When surveyed 94% of people cited web design as the reason they mistrusted or rejected a website. When people see a user-friendly, high-quality website they are more likely to view your company as adept, organized, and knowledgeable. A great design combines user experience and imagery with emotional language and a strong Call to Action to inspire potential clients. In this series, we will discuss strategies for designing a website that converts readers into customers.
Prominent CTA Placement
The Call to Action (CTA) is a short, powerful statement that encourages potential clients to take action. For example, you might invite people to call for a free quote or to schedule an appointment. If you sell a product your call to action is to “buy today” with a link to your shopping cart prominently displayed. A good CTA is a crucial aspect of acquiring more customers. For effective website design, place the CTA as one of the first things readers see before they scroll. This is key! Visitors to your website should not have to search or scroll to view the CTA. Place it prominently near the top of the homepage.
Employ Emotional Language
A user’s first visit to your website will create an unconscious, visceral impression of your company. We want to make it a good one! A well-designed website combines imagery with strong language to stir certain emotions in the audience. Emotion captures the readers attention and engenders trust. The ultimate goal is to show potential customers that you understand their problems and fears and that your service or product is their best solution. Empathy goes a long way.
Create a user persona that represents your target audience. What do they value? What are their pain points? And how can you work together to achieve their goals? The web copy should show the reader you understand their problems. For example, a person who takes the time to visit the interior designer’s website is already primed for a change. They’re tired of their current style and want a fresh, new look. The interior designer displays a large image of a living room that exemplifies her ascetic along with this brief copy:
Are you ready to ditch that old, mismatched furniture? Transform your home into a chic living space with a perfectly curated design tailored to your personal style.
Notice how the first line empathizes with the reader’s pain point. The copy then goes on to offer a dream version of what could be which creates inspiration to start the design process. Follow this up with a strong CTA to schedule a consultation, and remember to place it before the scroll. Most users won’t remember the exact wording of your web copy. However, the emotional connection to your brand will linger.
You don’t want their first emotion to be frustration. That’s why quick load times and positive mobile experiences are so crucial. We’ll be covering more on the technical side of web design in part two of this series.