In a world that is becoming increasingly digital, your website is often the first impression that your audience will have of your business. Not only should your website design leave a positive lasting impression with visitors, but it should also play an integral role in converting leads to customers.
If you're finding that your website is more of a brochure for your business than a sales tool, it's probably time to consider a redesign. To build a responsive website that is not only attractive, but also informative and guides visitors through to conversion, read these three tips before you get started:
1. Define Buyer Personas
When was the last time you sat down and truly got into the nitty gritty details of your buyer personas? If you're like most businesses, there is a very good chance you have more than one buyer persona. These are the people that you are designing your website for, so you need to consider factors like how often they will visit your website, how they like to interact while on your website, and the type of content that is most appealing to them. All of this information will help you to design your website's user interface, page layouts, and content better.
I know I've mentioned this website before, but Warby Parker is an example of a website that has a clearly defined buyer persona. This eyewear brand is primarily online-based and targets fashion-forward Millennials that want designer eyewear at a revolutionary price. The brand also understands this generation's desire to give back, so for every pair of glasses purchased, a pair is donated to someone in need. The website's design is incredibly attractive and easy to navigate through to find the perfect pair of glasses that best reflect your personality.
2. Determine Conversion Paths
A website design with a clearly defined conversion path offers these three components: a way to capture new leads, information to educate prospects, and additional ways to engage current customers. When you know the path that a visitor takes to become a customer, this information will be instrumental in helping you develop pages for your website that feature highly targeted content as well as calls-to-action to help your visitors easily navigate through your website to get the information that they are looking for.
If you're looking for a better understanding of how your conversion path should impact website design, take a look at this silly cartoon that HubSpot created.
3. Consider Design Aesthetic
Aesthetics are a big piece of revamping your website's design. It's what your visitors will notice the most about your update, and it will also play an important role in how your audience perceives your company. Factors such as your choice of typography, color palette, images, and use of whitespace on your website will all impact how your audience forms an opinion of your brand. Your selections in these areas can make the world of a difference in determining whether your organization's website compliments the overall message that you want to communicate or detracts from it.
All in all, a facelift to your website design can prove to be very powerful in increasing conversions and positioning your brand as a leader in its industry. Consider these three important tips before you redesign your website to help you best achieve your online marketing goals.