Visitors will quickly avoid a website that loads slowly, has poor navigation, and looks weakly designed and unintuitive. However, even if a website addresses all these problems, there’s a huge likelihood audiences will still choose the next search result or link they find. Most businesses will find this turnout confusing. However, the only problem is your landing page isn’t attention-grabbing. In fact, it won’t even answer your customer’s very first question: what is your brand all about?
If you want a compelling and informative website that will capture the interest and answer your customer’s questions, here are seven things you should remember when designing or updating your website.
What You’re Selling (And Why It’s Better)
It’s easy to say you’re selling your product and enumerate its features. While it’s informative, it will feel sterile when visitors read that it sounds just like a product or service a similar company is selling. Your compelling headline won’t be able to save a product that doesn’t offer a unique selling proposition.
True enough, your product offers a great solution. It must reflect on your headline and subheadline’s message. Writing “Your One-Stop Shop for All Cleaning Services” is an example of a sterile headline. Instead, write “Awarded for Consistent Service Quality In the Year 20XX.” This positions your brand as a recognised and efficient business and not just an ordinary one.
A Compelling and Instructive Image
Would you rather read an entire article about how to use a product or service with descriptive image-invoking writing or just look at a photo of someone demonstrating how to use the product? You’ll definitely choose the latter because it’s easier to comprehend.
“Hero” images or shots, as marketers call it, is an effective and enticing way to invite visitors to read your entire landing page content. It allows visitors to emphatise with the image and position themselves as someone who can use the same product and gain its advantages.
Demonstrative Videos For Those Who Feel Like Watching
A variation of the “hero” photo, a “hero” video allows the visitor to skip the text or read it for later. The video will walk them through the unique selling proposition, advantages, and everything else about the brand’s offers.
True enough, majority of visitors don’t feel like reading through the entire landing page, blog, or service page text. Text is definitely necessary for SEO. However, not all visitors want to read an entire website. Always give visitors an option to comprehend your message with a medium that’s a proven convenience on their behalf.
Data-Driven Evidence of Capabilities
It’s easy to claim that your product is way better than others. However, you’ll come across as a “car salesman” in the copy you’ll write. It’s never appealing to visitors who make decisions using data and hard proof that products and services truly work.
Your landing page can introduce the case studies and collaborative efforts you’ve worked with other research companies, clients, and other parties. In dedicated pages, you can detail these studies and persuade customers that your products and services truly work.
Generalisation isn’t always effective in marketing. However, visitors who see a huge number of positive reviews on your brand’s offers from trusted review aggregates are most likely to consider purchasing your product once they find hard data that makes your offer appealing and efficient.
Expert social proof is something every brand should seek. For example, if you’re a culinary equipment maker, having your brand endorsed by a well-known celebrity chef and even spotted used in a show is a great social proof that your offers are truly superior. Highlight a few of these in your landing page to urge customers to keep on reading.
Keep Everything Simple
A confusing landing page with too many items to click, too much text spread in different sections, or even too many elements such as colors will not feel attractive or intuitive to your visitors. Instead, keep it simple.
To do this, you can use text that is “clean” and easy to read. Sparsely use images and videos to break the monotony of landing page, service pages, and blog posts texts. Every visual element on your website should serve a purpose. While it may look great for you, it might seem confusing and even unattractive to your visitors.
‘Trust’ From Other Sources
If your brand is starting, you’ll want to gain endorsements from critics and industry standard awarding committees. In doing so, you can gain visitor trust by publishing your “trust” badges from renowned organisations.
This is one example of social proof. However, this is a great reputation-building tool that can urge conversions the more trust budges you earn.
A Well-Made Website Answers All The Customer’s Initial Questions and Converts
Your website should always have an answer to the question “why is your brand better than others?” By answering this in full detail, you create a landing page that compels visitors to keep reading and knowing more about your brand’s offers. By using all these seven eye-catching items on your website, you’ll definitely gain higher conversion rates than ever.