5 Web Design Tips to Build a Site that Converts
Web design is one of the most important factors for the success of a website. More than half of the people that visit your site will judge your business based on design and looks alone - whether that is fair or not, it's the truth. Stop relying on your gut feeling and start doing things proven to work. These tips are backed by research and will help you crush your next website project!
1. Less is More.
How many times have you been stymied by an abundance of decisions? Hick's Law states (essentially) that when a person has too many decisions they will take longer too make a decision and will likely not make a decision at all. Your customers come to your site to find out what to do. Give them ONE call to action and place it throughout your site so it is CLEAR and EASY for them to take the desired action. Some examples you can implement:
Reduce the number of menu items
Limit form fields
Focus on ONE call to action throughout your site
Only display social buttons for networks you are active on
Stick to one goal per page
2. Keep it Simple.
In the same vein, you want your site to be relatively simple. You can make a beautiful design with a streamlined approach to keep your site clutter free. Customers and clients will be put off if they are bombarded by too many graphics, texts, fonts, colors. Here are some ways you can reduce clutter and stick to your branding:
Choose 2 - 3 colors and use them consistently throughout your page
Choose 2 - 3 matching fonts and use them consistently throughout your page (same font for headers, same font for paragraphs, same font for buttons, etc.
Use images that complement your content and are related to your brand
3. Consider a TALL Page.
Your home page - or whichever page your choose as your landing page - should have all the information (and easy access to more information) your client is looking for. A famous study from the Crazy Egg shows that after surveying their audience and implementing a 20x longer page their conversions went up by 30%! That is nothing to scoff at! Essentially you want your landing page to read as a sales conversation without sounding TOO sales-y. Easier said than done? Yes, but, that's why you hire a professional.
In conjunction with this study, it was discovered that customers prefer to scroll rather than click and this is especially true in our day of social media - what do you do to go through your feeds? You scroll (and you love it -it's ok you can admit it).
4. Use people in your photos as visual cues.
What does this even mean? Well, if you use a photo of a person looking directly at you on the screen that's good. If you can use a photo of a person looking at your call to action button that BETTER! People will tend to look where other people are looking. So, manipulate your phots (if you are using stock photos) or get your photographer to take photos of people looking in different directions to strategically place them throughout your site directing people to the call to action.
5. Optimize your site for mobile.
This can sometimes be a second thought for designers - since you have to design on the computer you may not think about designing for mobile. But, here's a fun fact: more than 86% of your customers will find you on a mobile phone. Make sure your site is optimized for the mobile phone this involves creating a mobile responsive site that will adjust to the different screen sizes your customers may be on (tablets, mobile, laptops, desktop, etc.). Keep this at the forefront when designing your site.
These are just a few tips that your need to keep in mind when designing your site. It can be overwhelming all the things you need to think about. A good web designer (such as myself *ahem*) can help get this task off your plate and let you get back to being a boss and managing and growing your business.