A website is considered good and effective when it fulfills its objective of conveying the right message clearly and simultaneously engaging the visitor. This should lead to increased booked demos, meetings, or subscriptions for a free trial.
Several factors come into play when designing an effective website that drives higher conversion. These factors range from design-based elements to strategy and user flow. All of which contribute to increasing its effectiveness and how it will be perceived by the visitor. A website that is backed by strategy and is well designed will help in building trust with visitors and guide them into taking action.
So here’s what will be covered in this article:
There are Goal(s) that Drives Decisions
Clear, Simple and Skimmable Layout
Important Content Goes to The Left
Clear Hierarchy and Information Layout
The Content Should Answer Questions and Present Benefits
Test Early, Test Often (You’ll Have to Optimize as You Go)
1. There are Goal(s) that Drives Decisions
A web design or redesign project is not easy and will take up your or your team’s time, effort and money. So having a clear understanding of the purpose of the website and the goals it’ll achieve is a must. Start by asking yourself, what do I want the website to achieve for me? Is it more booked demos? Meetings? Or is it going to accommodate a rebrand? There are plenty of things that a website could achieve, and the good thing is that you can choose multiple goals that your want it to achieve. So all you have to do is write them down, and let those goals and objectives drive the rest of your web design project.
2. Clear, Simple and Skimmable Layout
A website is not an article or a blog. Most visitors spend between 30sec and 1 minute on one web page. So you can add as much content as you want; however, if it’s not skimmable, it means not everyone is reading it. A visitor needs to be able just to go over the content of the page and have enough information to make an informed decision on whether booking the demo or the meeting is worth it for them or not. This also plays into simplicity and clarity, as it makes the overall look and feel of the website easy on the eyes and straightforward. This means:
Clear headings that address what they’re looking for
Using colors, font types and other design elements to highlight key information
Using illustrations, animations, and imagery to supplement the copy
3. Important Content Goes to The Left
Left, right, left, right. That’s how visitors skim anything their eyes land on. So keep that in mind when deciding on the content’s hierarchy.
As you can see, the content placed on the left side of the page gets visitor's attention first. Unless you’re using other design elements such as color or motion to attract visitors' attention to different sections on the page. But in most cases, any piece of content placed in area number 1 should be your most important piece. The same reason why when placing CTA buttons, it's best practice to place the main CTA on the left and not on the right.
So keep the most important information, and the elements you want your prospects or visitors to take action on to the left side of the web page (Unless your prospects are in the Middle East where their readers skim from right to left 😃).
4. Clear Hierarchy and Information Layout
Classifying your copy and web design elements into classes is good practice for google bots, but it means nothing to the visitor. Content hierarchy means ranking the content from the most important piece, the thing you want your visitors to focus on first, to the least important piece of content, the thing you want your visitors to focus least on. This could be achieved by size, typography, whitespace, texture, style, and color. Setting a clear hierarchy help to establish focal points and guide the visitors on what to focus on first, second, third, and so on.
5. The Content Should Answer Questions and Present Benefits
The use of compelling content that is engaging, clear and answers the visitors' questions makes the website a 24/7 sales machine. This means when describing your software to your prospects, focus more on how it benefits them rather than its features. Use appropriate language that is used by your target market. If they are technical, use technical words and jargon. If they are a bit creative, you can use informal tone of voice.
6. Website speed should be between 1 sec and 3 sec tops
According to Portent (2019)), the first 5 seconds of page load time have the highest impact on conversion rates, and any additional second over 1 sec loading time conversion rate drops by an average of 4.42%. This shows that page speed is the most important factor when it comes to developing the website. Thus, hosting your site on fast servers is a must and not a luxury.
7. Test Early, Test Often (You’ll Have to Optimize as You Go)
The harsh truth is that your copy won’t work forever, your design will be outdated, and your market needs will change and this is GOOD! It means that you’ll never miss out on great opportunities and that you’ll always have a chance to upgrade your copy or your overall user experience. Testing and learning as you go what works and what doesn’t work is the fastest route to an effective website. Just remember to test often and for the good reasons (The goals you want to achieve).
Bottom line: You want a great site? You gotta test :)
If you are currently struggling to get results out of your SaaS website and looking for a team that takes care of that for you, or you want to learn how we help our clients get the results they are looking for with strategy backed websites let’s strike a conversation over email right now.
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