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Like it or not the first experience most people have with your company is going to
be your web site design. Do you want them to see a flat, boring, and impersonal
brochure? Or an individualized, inviting, and interactive experience that gets
prospects connected with your company from their first visit?
Ensure your web site is conveying the important information and relevant experience
your customers and prospects need to make the decision that will boost your bottom
line. Don’t miss any revenue opportunities due to a poorly designed web site.
Here are seven tips to design your web site to increase sales.
1. Optimize your site for all touchpoints
It’s essential your web site is optimized for viewing across all devices using either responsive or adaptive design, allowing for a unified set of analytics and a single
platform for content management. According to the latest Pew study, 34% of internet
users browse the web mostly using their phones, and over half of adults between
35-44 own a tablet.
2. Ensure your web site looks and feels professional
There’s no faster way to scare off prospects than to have a site that’s ugly or
amateurish. Avoid templates. Don’t use generic stock photos and clip art. Make sure
the navigation is intuitive. If you have a blog and a news section, update them
3. Simplify and clarify
Make sure your web site is user-friendly. Thoughtful formatting of text and application of appropriate typography can ensure that the most important parts of your copy
stand out and are actually read by potential customers.
4. Establish a content hierarchy
Depending on what your company is selling, it may be a challenge to avoid longerthan-desirable content. That doesn’t mean that it has to look longer. From splitting
up pages with lots of content across multiple pages to tweaking your information
architecture, it’s not difficult to break up your content to be more digestable and
appear as less than it really is.
• Visuals are key
Humans are visual creatures and one of the best ways to capture attention is to give
your potential customers something interesting to look at. Using high-quality product
photography, screenshots, charts, infographics and videos can be very effective.
• Use copy wisely
Good copy can mean the difference between closing a sale, or losing attention and
missing an opportunity. Keep in mind:
• A professional copywriter can be a wise investment.
• In many cases, it’s possible to say more with less.
• Storytelling works. Whether you’re selling a product or service to consumers or
businesses, if you’re just providing facts and leaving potential customers to create
their own excitement, chances are your copy is going to deliver less optimal results
than if you craft a compelling narrative.
• Don’t ignore the basics: spelling, grammar, typos, broken links, etc.
5. Instill Trust
Feature some customers on your site. If you partner with leading organizations, tell
people about it and link to those groups. You can gain trust by including honest
6. Use analytics to identify the most visited content on your web site
Although it’s important not to be overly aggressive in jumping to conclusions when
looking at analytics trends, they can provide helpful clues about what content is working
and what content isn’t.
7. Put yourself in your customer’s shoes
When designing and building web sites, far too many companies think about their
needs and ignore the needs of customers and potential customers. Producing web
pages that are truly useful to customers and potential customers will provide a much
better chance of being rewarded with their attention and sales.
For guidance and help designing your web site to increase leads call 877.447.0134.
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