How to Engineer Superior Websites that Drive Conversions

Details On How to Engineer Superior Websites that Drive Conversions

You’ve probably had the experience of landing on a website and immediately feeling confused. The reason for that was that either the design or the copy failed to inform you about the company behind the site, its mission, what it tried to sell, and why you should care. 

This poor user experience is the result of a lack of proper brand identity and a branding strategy that needed a bit more time in the oven.

If you want to avoid these problems on your website and hope to succeed in the modern marketplace, you’ll need to work hard on many different factors. You’ll want to represent your brand in the best light possible, letting your website act as the backbone of your digital marketing efforts.

Whether you’re in eCommerce or manufacturing, website design is a crucial piece of the marketing puzzle, and you should strive to create a website that generates customers. We’ll look into how to do that below, so stay tuned!

How to Engineer Superior Websites that Drive Conversions
[Source: Unsplash]

Tips to Create a Top-Notch Website that Drives Conversions

A company website is typically bad for one of two reasons — it was either created to showcase the design vision of the designer/company owner and compromises the user experience for artistic expression, or it was put together hastily, almost as an afterthought, in a rush to get the business started.

Take the following steps to prevent your website from fitting either of these descriptions and instead make it a lead-generation machine.

#1. Build a Proper Foundation

Whether it is a house, a hiring strategy, or a website, every project needs a strong foundation. There’s no point trying to paint the walls in vibrant colors if your living room ends up sinking into the ground after a month.

In the same vein, you can’t expect conversions from website visitors who like the look of your site but are ultimately confused by its fundamental presentation and UI. Here are a few things that your website needs to get right from the get-go:

  1. Simple Navigation

Making the most important things easy to find through the strategic use of links and menu items in the header, footer, and sidebar is crucial. 

You need to keep your website easy to navigate if you want high conversion rates.

Things like your product/service pages, contact page, and other significant lead (or income) generation pages need to be just a click away at any time. 

You must understand that visitors are not there to play hide-and-seek; they’re there to do business.

  1. Performance

To avoid problems and hiccups, you need to maintain your website and run it like a well-oiled machine. This might not sound like the most critical factor when it comes to high conversion rates, but remember that any time your website hits a snag in performance, your visitors will be affected.

Here are a few examples of what you can do to ensure good maintenance:

  • Keep the site up and running and the hackers out with top-level site security
  • Use a content delivery network (CDN) to improve site speed and prevent those leads from bouncing before the website even loads
  • Keep your plugins and other software up to date at all times
  1. High-Quality Design

If you want your potential customers to know that you run a serious business, you’ll need to put your best foot forward design-wise. Typically, this means having a team of dedicated website design professionals build your site. This is the safest and most efficient way.

Think of it this way — if you were building a brick-and-mortar location, you wouldn’t draw the blueprints and build it yourself. You would probably hire a team to take care of that for you. A professionally designed website is just as important, so you want to ensure it is done correctly.

You won’t get a second chance for an excellent first impression!

Read Also : How To Fix Broken Link Preview On Facebook

#2. Guide Your Visitors to Your Goals

The purpose of your website is to get visitors to fulfill your business goals. That’s all there is to it, and understanding that fact is the key to your online success.

Obviously, to do that, your site needs to run smoothly and look great, but even a masterpiece of modern design won’t get people to convert without a bit of guidance. This is why you need to apply conversion-focused design to your website.

Although the phrase admittedly sounds a bit like tech/marketing mumbo jumbo, it refers to a relatively simple idea — our visitors should always be moving towards a specific goal. That goal depends on the type of business you run and the type of website you’re trying to build.

Instead of focusing on the big picture, try to guide visitors with a set of micro-conversions. Here are a few examples:

  • Asking visitors to fill out a contact form (coaching and service businesses)
  • Getting prospects to sign up for a free trial (membership-based business model, SaaS, etc.)
  • Asking people to sign up for your newsletter

The easiest way to get users to these and other goals is through a call to action (CTA).

This crucial digital marketing tool typically consists of a button that takes your visitor to whatever micro-conversion you have set out for them, along with a headline and supporting text. 

Calls to action should be placed in strategic locations all over your website. Ideally, you’ll want your CTA to be in the user’s line of sight when they’re thinking about converting.

Some common CTA locations include, but are not limited to:

  • Popups
  • Footer
  • Sidebar
  • Top of each page

Since your homepage is typically the most visited page of your site, this is a great place to grab people’s attention.

Read More : Advantages And Disadvantages Of Content Marketing

#3. Focus on SEO

Search engine optimization is no longer as simple as making Google happy. Indexing and ranking algorithms have become so advanced in recent years that today, SEO is more about making the visitor happy.

Although this is more difficult to do through simple, unimaginative tactics like keyword stuffing, it is great for conversions. Putting in some extra work to improve your search engine ranking will also lead to happier visitors and vice versa.

There are two key things to focus on when it comes to making your website SEO-friendly:

  1. On-Page SEO

On-page SEO is something every website admin and business owner should be aware of in this day and age. Spending an hour or two learning how to make your website look more appealing to search engines will not make you an SEO expert, but it will help you understand what works.

  1. Mobile Responsiveness

Mobile devices have ruled online traffic since 2015. When Google released its mobile website tester, it made it very clear that mobile responsiveness would be critical to any website’s SEO efforts. As you might have guessed from its name, this web app can quickly tell you whether your site will work well and look good on a mobile device.

Wrapping Up

There you have it, this article covered how to engineer superior websites that drive conversions. These are the three basic things you need to focus on to get more customers to your website and improve conversion rates. Now, it’s time to get to work making all this happen.

Think about the aspect in which your website is underperforming the most and start from there. Whether it is including top-notch calls to action, adding contact forms, or improving site speed, fixing the most prominent problems will get you the most results.

From there, move on to the next biggest problem, and so on, taking it one step at a time until your website is entirely goal-focused, fast, and excellent overall!

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