A website is more than just a digital brochure. It’s a powerful marketing tool that can help you generate leads, sales, and revenue for your business. But how do you design a website that converts visitors into customers? In this post, we’ll share 10 essential elements that every high-converting website should have.
1. A Clear and Compelling Value Proposition
A value proposition is a statement that summarizes what your website offers, how it benefits your visitors, and why they should choose you over your competitors. It’s the first thing that your visitors see when they land on your website, so it needs to be clear and compelling. A good value proposition should:
- Address your visitors’ pain points and goals
- Highlight your unique selling points and differentiators
- Use clear and concise language that speaks to your audience
- Include a visual element that supports your message
For example, Shopify’s value proposition is “Start selling today”, followed by a subheading that explains how their platform helps entrepreneurs create online stores. It also includes an image of a laptop showing a Shopify store and a call-to-action button that invites visitors to start a free trial.
2. A Strong and Visible Call-to-Action
A call-to-action (CTA) is a button, link, or text that prompts your visitors to take a specific action on your website, such as signing up for a newsletter, downloading an ebook, or buying a product. A strong and visible CTA should:
- Use action-oriented words that convey urgency and value
- Stand out from the rest of the page with contrasting colors and size
- Be placed above the fold or in strategic locations throughout the page
- Be consistent with the goal and message of the page
For example, Netflix’s CTA is “Watch anywhere. Cancel anytime.”, followed by a button that says “TRY IT NOW”. It uses simple and powerful words that highlight the benefits and flexibility of their service. It also stands out from the dark background with a bright red color and is placed above the fold.
3. A Simple and Intuitive Navigation
A navigation is a menu that helps your visitors find their way around your website. It usually includes links to your main pages, such as home, about, services, products, blog, contact, etc. A simple and intuitive navigation should:
- Have a clear and logical structure that matches your visitors’ expectations
- Use descriptive and relevant labels that match your page titles
- Be easy to access and use on both desktop and mobile devices
- Include a search function for larger websites with many pages
For example, Airbnb’s navigation is simple and intuitive. It has four main categories: Places to stay, Experiences, Online experiences, and Host. Each category has a dropdown menu that shows subcategories and popular destinations. It also has a search bar that allows visitors to enter their travel details.
4. A Fast and Responsive Design
A fast and responsive design is a design that loads quickly and adapts to different screen sizes and devices. It ensures that your website provides a smooth and consistent user experience across all platforms. A fast and responsive design should:
- Use optimized images and videos that reduce loading time
- Use minified code and caching techniques that improve performance
- Use media queries and flexible layouts that adjust to different resolutions
- Use mobile-friendly features such as touch-friendly buttons and menus
For example, Amazon’s design is fast and responsive. It uses compressed images and videos that load faster. It also uses adaptive layouts that change depending on the device. For instance, on mobile devices, it shows a hamburger menu instead of a horizontal menu.
5. A Trustworthy and Professional Appearance
A trustworthy and professional appearance is a design that conveys credibility and authority to your visitors. It helps you build trust and rapport with your potential customers and persuade them to take action on your website. A trustworthy and professional appearance should:
- Use high-quality images and videos that showcase your products or services
- Use consistent and appropriate fonts, colors, and styles that match your brand identity
- Use clear and error-free copy that communicates your value and expertise
- Use testimonials, reviews, and social proof that demonstrate your customer satisfaction and reputation
For example, HubSpot’s appearance is trustworthy and professional. It uses high-quality images and videos that illustrate their software and customer stories. It also uses consistent and modern fonts, colors, and styles that reflect their brand personality. It also uses testimonials, reviews, and logos of reputable companies that endorse their products.
6. A Relevant and Engaging Content
A relevant and engaging content is a content that provides value and interest to your visitors. It helps you educate, entertain, and inspire your audience and keep them on your website longer. A relevant and engaging content should:
- Address your visitors’ needs, wants, and questions
- Use headlines, subheadings, bullet points, and images to break up the text and improve readability
- Use storytelling, humor, emotion, and personality to connect with your audience
- Include internal links, related posts, and calls-to-action to encourage further exploration
For example, BuzzFeed’s content is relevant and engaging. It addresses topics that appeal to their target audience, such as entertainment, lifestyle, news, quizzes, etc. It also uses catchy headlines, subheadings, bullet points, images, gifs, videos, etc. to make the content easy to read and fun to consume. It also includes internal links, related posts, and calls-to-action to keep the visitors on their website.
7. A Personalized and Interactive Experience
A personalized and interactive experience is an experience that tailors the website to the preferences and behavior of each visitor. It helps you create a more relevant and engaging website that increases conversions and loyalty. A personalized and interactive experience should:
- Use segmentation, targeting, personalization, etc. to customize the website content and design based on the data
- Use chatbots, live chat, surveys, polls, etc. to interact with your visitors and provide assistance
- Use gamification, rewards, contests, etc. to motivate your visitors and increase engagement
8. A Data-Driven and Optimized Strategy
A data-driven and optimized strategy is a strategy that uses data and analytics to measure and improve the performance of your website. It helps you identify what works and what doesn’t on your website and make informed decisions based on facts rather than assumptions. A data-driven and optimized strategy should:
- Use tools such as Google Analytics Google Search Console etc. to track monitor analyze your website traffic behavior conversions etc.
- Use tools such as Google Optimize VWO Optimizely etc. to test experiment optimize your website design content CTA etc.
- Use tools such as Google Trends BuzzSumo SEMrush etc. to research explore discover your market audience competitors keywords etc.
- Use tools such as Mailchimp HubSpot ActiveCampaign etc. to automate personalize nurture your email marketing campaigns
For example Moz’s strategy is data-driven and optimized. It uses tools such as Google Analytics Google Search Console etc. to track monitor analyze their website traffic behavior conversions etc. It also uses tools such as Google Optimize VWO Optimizely etc. to test experiment optimize their website design content CTA etc. It also uses tools such as Google Trends BuzzSumo SEMrush etc. to research explore discover their market audience competitors keywords etc. It also uses tools such as Mailchimp HubSpot ActiveCampaign etc. to automate personalize nurture their email marketing campaigns.
9. A Consistent and Seamless User Journey
A consistent and seamless user journey is a journey that guides your visitors from the first touchpoint to the final conversion on your website. It ensures that your website provides a smooth and satisfying user experience across all stages of the funnel. A consistent and seamless user journey should:
- Use a clear and logical information architecture that organizes your website content into categories subcategories pages etc.
- Use a clear and logical conversion funnel that leads your visitors from awareness to interest to desire to action
- Use a consistent and coherent design and content that matches your brand identity and tone of voice
- Use a seamless and frictionless transition that minimizes the loading time and errors on your website