When Less is More: How to Build a Simple Website that Converts
Your website is often the first impression a person gets of your business, and it needs to be a positive one. In just a few short seconds, you’ll need to encourage engagement, explain your product and its value, and make the path to convert clear and friction free. The best websites capture the attention of a prospect, no matter where they are in the buyer's journey, the moment they hit the homepage.
Designing a website and laying out the content is no small task. We often see businesses who are aware of what is needed but are so close to the project that they have a difficult time distilling the most critical information. They know so much about their own product and the customer that it’s a struggle to narrow the message down to what really matters. It’s not easy to make a clear and concise website.
Here are recommendations for creating a website that has a clear message to drive conversion.
Keep it simple.
Websites with a simple design that rid themselves of unneeded details see higher conversion rates. An overly complicated website with too many details distracts the user from the main actions. A simple website loads fast, is consistent with your brand, and is timeless. Offering too many choices can be paralyzing and complicated descriptions often cause people to lose interest.
There’s extensive research to back these findings. Google did a study that shows that simple websites were more appealing to people than complicated ones. People often make that decision in a fraction of a second. Just look at Google.com, does it get any simpler than that?
Clearly define your value proposition
You must state clearly what you do, how it’s different from the competition, and prove that you can deliver on your promise as concisely as possible. Don’t get lost in the details, you can expand on those later once you’ve gained a prospect’s interest. Focus on the benefits your customers will get from using your product, not the product features. It’s more impactful to see a solution to a pain than a list of features.
Design with purpose
Your website should be inspiring and accessible. It needs to look professional and drive interest, but you don’t want to distract users with a flashy design. The navigation and layout must be clear and intuitive.
We suggest doing user testing to get some real, outside feedback before you launch (or relaunch) your site. What seems straightforward to someone who knows the website and product inside and out is often blind to otherwise obvious flaws. You can use user data to optimize each page for conversions and reorganized your design. Check out usertesting.com for a quick and affordable way to get real-time feedback on your site and message.
Open up the door for lead nurturing, but keep it quick!
Offering premium content in exchange for basic information can supply you with better lead nurturing information. Make sure you include a crystal clear call-to-action (CTA), appropriate images, and highlight the content’s value and purpose. Forms should be simple and ask for only the bare minimum so as to not scare away leads. Examples of premium content include ebooks, videos, checklists, industry insights, webinars, etc.
But, before you go around putting forms on every page of your site, ask yourself if the content you’re giving away is valuable enough to require someone’s personal information. Not all content is created equal and ungating content like case studies, product videos, etc. go a long way to educating the prospect. A form is a point of friction, make sure it’s worth it for the prospect.
Never stop improving
Just when you think it’s over, it’s not. Your business is always improving, so should your website. You’ve put a great deal of time, effort, and dollars into your website and launching it is only the beginning. Dive into the analytics and see what’s working and what’s not. Where is your traffic coming from and what pages are people bouncing from? Similarly, which pages are visitors lingering on?
All of this is valuable information for your organization. Similarly, you’ll want to do continuous assessments on your website and take advantage of keyword opportunities, fix errors, and build links. You may be able to simplify and streamline the experience to improve how you educate prospects about your business.
It you’d like some guidance on launching or relaunching your website for an improved conversion rate, feel free to contact us!