Category Archives: Web Design and Development

Website Navigation

Navigating Through the Grocery Store is the Same as Navigating Through a Website.

  • Navigation affects traffic: how high you’ll rank, how much traffic you’ll get from search
  • Navigation affects conversions: how easy the site is to use, what percentage of visitors convert into leads and customers

I’ve been shopping at this particular Meijer every week for about seven years. I know where the groceries and products are located and I could probably walk blindfolded to many things I commonly buy. But what if I normally shop at Kroger and this was my first trip to Meijer? How overwhelmed would I be? Meijer is huge and the store sells everything from milk and paper products to bathing suits and auto supplies. If this were my first trip I would be utterly overwhelmed by the variety of products and the size of the store. Meijer has obviously considered this because their ceiling provides an easy to use map of the store layout and it quickly navigates you to core locations (or departments) within the store. Need baby products or kitchen supplies? There is a sign for both and they even offer an image for those of us frantically looking for diapers in a late night store run. Think about how convenient and customer friendly this is for visitors.

These are design ideas and tips along with examples of what to do (and what not to do) with your website’s menu.

1. Be descriptive

  • Descriptive labels in your navigation are good for search engines
    The navigation bar is a key place to indicate relevance to search engines. Since your navigation appears on every page, descriptive label shows Google that you are truly about that topic.
  • Descriptive labels in your navigation are good for visitors
    Your navigation bar is visually prominent, so it communicates instantly. When it lists your main products or services, it will be obvious, at a glance, what your company does up front, so they’ll know they’re in the right place.

2. Avoid format-based navigation

Navigation labels such as “videos,” “photos” and “whitepapers” tell visitors the format of the content, but not the topic. People don’t go to websites looking for videos or whitepapers. They visit websites looking for answers and information.

3. Avoid drop down menus

  • Good for search engines: Drop down menus can be difficult for search engines to crawl. Depending on how they’re programmed, they may lead to problems.
  • Good for visitors: Usability studies show that drop down menus are annoying. Here’s why: visitors move their eyes much faster than they move their mouse. When they move their mouse to a menu item, they’ve likely already decided to click and then you gave them more options. It’s a hiccup in the mind of the visitor.

4. Limit the number of menu items to seven

Fewer items in your navigation are good for search engines
Your homepage has the most “authority” with search engines because more sites link to your homepage than to your interior pages. This authority flows down to deeper pages through your navigation.

5. The order of your website navigation is important

  • Primacy effect: Items at the beginning of a list are more easily remembered.
  • Recency effect: Items at the end of a list (or things that just happened) are more easily remembered.

Website Visitor

Website visitors, however, do not offer than same continuity. Unlike my best friend, the average visitor gives you about 30 seconds before they make a decision and put your website and company into a box. Your box can quickly become the “expert”, the “clueless”, or worse yet, the “has been”. Website visitors have short attention spans, multitasking lives, and they simply have to much data thrown at them to weed through useless rambling and ill contrived text.

When I sit down with a prospective website design client, I always ask about visitor personas. A visitor persona is simply a box for your website visitors. It helps segregate your web traffic into manageable groups similar to what I do in my personal life. Personas help define your target market and helps web designers formulate a design that direct a more precise marketing message to the various personas.

Why would a web designer or company want to segregate their web traffic into boxes? So the marketing message can be tailored to each persona or group of visitors. Once you have your personas defined, you can create unique messaging targeted to those personas, you can better articulate your offering, and thus convert more web traffic. Once you’ve defined your personas, put yourself into the box. Think about why your visitor might land on your home page, what might they be looking for, and what might they need to hear to encourage them to take action.

Two Very Different Website Persona Examples

  • B2B Example – Over the years I’ve worked with a lot of B2B technology companies. There personas many times get defined into boxes that include IT, finance, users, and the c-level team. I don’t care what service or product you offer, those four groups digest and respond to information differently. They also have very different “pain points” or needs. Different pain points mean completely different marketing messages.
  • B2C Example – Since I’m a technomommy, my B2C example would be cereal. General Mills has placed their target market into boxes. There is the kid box and the mom box. Kids want to hear tasty and see colors and chocolate. Moms want to hear nutrition and see grams of sugar and see value. Both are your demographic and both have to be targeted from a marketing prospective. Let me just say, I’m certainly not buying Lucky Charms for myself, which proves the five year is a clearly defined persona.

I so strongly believe in website personas, I will not even consider the aesthetics of a new website until I do a deep dive into your marketing requirements. If I don’t know who we target or how many boxes we will have to satisfy, I can’t begin to think of possible web design options. It just isn’t possible.

Professional Website Design

 Contrary to what you’ve read recently, professional website design is not dead. In fact, the professional website designer is alive and well and business is thriving. Do you wonder how I can be so confident in these statements? It’s simple. We’re human and we need humans to help create an environment where other humans can emotionally connect.

We’re Only Human

The internet connects people and businesses across the world and usage continues to grow with each month, season, and year. While desktop website usage has gone flat, overall internet usage as a whole continues to grow at staggering rates. Users have moved beyond the desktop and are using tablets and mobile phones to keep them connected with the world.

And as device usage changes and internet adoption grows, content is becoming more diverse and engaging. The internet of things is connecting humans and machines and virtually everything around us.

Artificial Intelligence and Templates Cannot Solve Human Problems

Each week my team and I help companies with WordPress development projects, but in doing so we don’t just build a website. Anyone can build a website these days. In each and every website design project our goal is to help businesses solve real-world problems. These problems can be traditional sales and marketing issues or they can be problems of our client’s customers.

The objective professional website design is to identify an issue and use the power of the internet to solve the issues at hand.

I keep seeing advertisements and articles about the new grid type of website development. No designer needed they claim. Let software solve your design issues by reviewing your content.  A grid system that is focused solely on images and text cannot solve business problems, because it is not constructed to do so. It is simply there to be a quick fix to a low budget website development project.

It is focused on the website owner’s view of technology and doesn’t begin to actually address the website owner’s problems, goals, or objectives. If you’ve ever been part of a structured website development project you’ll know there is no simple solution. It’s a process that starts with discovery to identify objectives and uses best practices and experience to derive at a solution.

A grid based website design package may seem nifty, but it doesn’t ask the questions that really matter. It doesn’t ask website owners about their target marketing, product or service offering, project objectives and goals, desired traffic flow, or how the project will ultimately be deemed a success.

Professional Website Design Reaches Far Beyond the Grid

Go to a website design conference and listen to the speakers or discussion amongst attendees. They’ll be talking about design best practices, perfecting the user experience, and solving real-world problems for their clients.

What they won’t be talking about is grids, artificial intelligence, and automating the design process to remove the human element.

And that’s because it isn’t a solution. It’s just cheap alternative to real web design.

Here are a few examples of what professional website design offers:

  • Messaging
  • User Personas
  • Call to Actions
  • Search Engine Optimization

There are many more examples I could present, but I think the few I did discuss clearly show automation and website design do not mix. And they will certainly not provide the same outcome.

 

Trials And Tribulations of Website Developer

48 Hours of Real-World Trials and Tribulations

Meet Sally

Sally is a prospect that arrived as a referral from another WordPress developer. She spent $50,000 on a website that was built with a page builder she can’t really use or modify. The rebuild of her website took her search traffic to virtually zero and her sales funnel has dried up into nothingness.

Meet Charles

Charles is my SEO consulting client and I’ve been helping him with keyword research, site mapping, and content creation for the last few months. This has been taking place while he had an outside designer and website developer build out his new website. He recently sent me the URL to his development website so I could check it out. Friday morning I had the unfortunate task of telling him what I found in just a few short minutes of review.

Each page has a whopping 10+ h1 headers. You’re only supposed to have one per page. This is basic coding and anyone with a adequate level of coding skill would know this requirement. His page URLs don’t match what we had planned and were simply defaulted to page titles. This means they are not really following his instructions and don’t value his focus on SEO. And what made me most mad was basic elements like phone numbers, which should be set to click to call, are coded in as images. That works great for search engines and users on mobile devices.

I sent Charles a note through our project management software to alert him of some of the issues I found. I offered to do another and more thorough review once I know the developer has finished coding. I’m not a coder, so if I immediately see issues with coder, you know something is seriously wrong. And I felt bad. I surely don’t want months of SEO work to be derailed by someone else’s horrible coding.

Meet Paul

Paul is a returning website development client. We built him one website a year or two ago and he is back for another one. Paul isn’t unique. We’ve run into lots of people with similar experiences. All of these three people are educated, smart people, who were simply caught up in the cloudy world of website development.

My Tips and Suggestions for Hiring a Website Developer

You might be asking yourself why I’ve taken the time to document these experiences and share them. It’s because I want to educate people on what happens when you hire the wrong website developer.

Through education you can force change and through change you can find success. Let me give you some of my tips and suggestions for hiring a website developer that will deliver as promised.

#1 – Do your research.

I only meet about 10% of our website development clients in person and when I do it is a rare treat. We sell internationally so clients come from a variety of sources. The distance does not mean that the client cannot do his or her own research into us. If you can’t locate information on your website developer outside of their own website, be suspect. Be very suspect because there is a reason they are flying under the radar.

#2 – Know that bargains aren’t really bargains at all.

This is a big one because we often find the source of website development disasters started with a discount, bargain, or sale. Good website developers have full project calendars and they don’t need to offer discounts. They set a fare rate that aligns with their qualifications and experience.

When you find a developer who is eager to throw discounts out, they are racing to the bottom and doing so because they have to reduce prices to survive. The discount will end up being paid to another developer who will clean up the code the first developer botched. It happens time and time again. No one wants to clean up someone else’s spaghetti code. When we do, it takes us a lot longer than it should which means the client pays a lot more than they would have if they simply started with a quality coder at the beginning.

#3 – Articulate your project and define your expectations.

If I have a prospect who cannot articulate their needs or provides short or vague answers, I have red flags going off in my head that cannot be quieted. This is because I need to understand your project to be able to quote it and deliver to it to your level of satisfaction. If the prospect cannot or is unwilling to define their needs, it makes it difficult for me to deliver what is required for project success. I’m happy to help define these needs together, but I need cooperation and an active participant. Collaboration before and after the sale is what delivers results.

#4 – Expect a lot of questions and embrace them.

I ask a lot of questions. To the point that I know I drive some prospects crazy. But I do this with purpose. The more questions I ask, the more I understand what the prospect needs and wants. This means I can have clear expectations defined for my team on what steps are needed to deliver during design and development. Without questions, I’m forced to make assumptions. Assumptions are never good, because they can be incorrect. And when assumptions are incorrect, someone is left with disappointment.

#5 – Stop hiring friends of friends and family.

Just because your nephew took one college class in HTML, this doesn’t mean he can design and code a fully functional website that can support the sales funnel for a business. He may be cheap or even free, but you’ll pay dearly for this relationship. And that pay will be financially and emotionally based. Friends and family do not make good developers, designers, or webmasters. Keep business as business and family as family.

 

 

 

Website Design: Beauty is in the Eye of the Beholder

It generally takes a third party to point out a website’s physical and esthetic flaws. Sometimes it takes a few hundred of your dearest friends and colleagues to convince you that your website is ugly. An ugly website can come in many shapes and sizes. It may have a horrendous color scheme, a nasty logo, outdated architecture, inappropriate images, spelling errors, or it just might be difficult to navigate and locate information. Regardless, these ugly ducklings exist and they seem to be growing and living well past their intended lifecycle.

As a small business owner or C-level executive, listen to those around you and seek outsiders’ opinions. If someone you know and trust or even a prospective customer tells you your website has “issues”, it probably does need a refresh or a complete overhaul. Seek outside help and seek it quickly, before you are labeled one of the ugly ones. This isn’t the playground and you won’t hear your girlfriends whispering behind your back. All you’ll know is you are receiving little traffic, few conversions, or virtually zero website leads or sales.

Simple tips for improving your web design

1. Have a polished, professional logo–and link it to your home page. “Your logo is an important part of your brand, so make sure it’s located prominently on your site,” says Tiffany Monhollon, senior content marketing manager at online marketer ReachLocal. “Use a high-resolution image and feature it in the upper left corner of each of your pages,” she advises. “Also, it’s a good rule of thumb to link your logo back to your home page so that visitors can easily navigate to it.”

2. Use intuitive navigation. “Primary navigation options are typically deployed in a horizontal [menu] bar along the top of the site,” says Brian Gatti, a partner with Inspire Business Concepts, a digital marketing company. Provide “secondary navigation options underneath the primary navigation bar, or in the [left-hand] margin of the site, known as the sidebar.”

 

Value Content Before Website Design

Design Trends Come and Go, But a Focus on the User Should Not

I’ll receive emails from people discussing their website design requirements and many times these lists will be focusing on specific project criteria like infinite scroll, hamburger menus, hero images, video backgrounds, and motion. Rarely do people approach a design firm and present data based on their visitors, the user’s needs, and the ultimate goals of a website visit.

Website owners get caught up in design trends, their competitors’ websites, and what they believe is modern and current design elements. In doing so, they lose track of the actual website visitor. All too often people select a website template or blog theme and get caught up in the graphical presentation or bells and whistles it offers. It’s an emotional buy that supersedes the desire to help the actual website visitors.

Once they buy the stock theme, they force their content to fit within the template’s available content blocks. Or worse yet, they force a custom design to adhere to the same style and presentation of a top competitor’s website. In most cases this leads to disappointment and buyer’s remorse. The reason this occurs is this process follows the path of purchase, design, development, and finally content. That path is in the wrong order. The process is going backwards and it leads to frustration.

Content First Leads to Educated Design Decisions

Documenting your desired user flow, visitor paths, and call to actions is something that is typically done after the graphic design is completed. Unfortunately that’s the wrong approach because it forces you into matching content to the website theme or design. It should be just the opposite.

While graphic design in very important, it must take place at the right time within the project to truly allow you to showcases the website, content, and offering in the best light possible. Messaging and content are the building blocks and foundation of the website. This means they should be carefully thought through and documented well before any colors, fonts, and layouts are considered.

The design elements should complement, highlight, and showcase the key messaging and most important content.

Focus on the Right Content

While I am saying you should have content written before beginning design, I’m not saying that you have to have all your content written. That would be a difficult task to accomplish for most website owners and businesses.

I encourage clients to focus on core website sections and pages. During the sales process I usually go through their website and look for areas I think would benefit from custom design templates. These will vary based on the client, industry, and target demographic.

Here are some common areas that can benefit most from a content first strategy:

  • Home
  • Main about or company page
  • Main services page and individual service pages
  • Main storefront and individual product pages
  • Resource section, categories, and/or resource items
  • Personas
  • Landing page templates
  • Main blog page and individual blog posts
  • Contact page

Sometimes I’ll suggest just a few custom design templates and other times I’ll suggest fifteen to twenty. It really depends on the complexity of the content and the variations in the content flow and call to actions.

As we progress into a project with a client, we like to have as much information as possible on core elements and how these might be altered based on different areas of the website.

Content elements that matter in a content before website design approach:

  • Headlines and subheaders
  • Core messaging
  • Paragraph text
  • User personas and visitor paths
  • Call to actions
  • Images
  • Videos
  • Navigation
  • Social media accounts
  • Search engine optimization

The more your graphic designer knows and has available, the more unique and targeted your design will become.

Website Design Inspiration

1) FreshBooks

Why It’s Brilliant

  • It’s easy to consume. There is much debate on whether short or long homepages work better. If you choose to do the latter, you need to make it easy to scroll and read — and that’s exactly what this site does. It almost acts like a story.
  • There’s great use of contrast and positioning with the primary calls-to-action — it’s clear what the company wants you to convert on when you arrive.
  • The copy used in the calls-to-action “Get Started for Free” is very compelling.
  • FreshBooks uses customer testimonials on the homepage to tell real-world stories of why to use the product.
  • The sub-headline is also great: “Join over 10 million small business owners using FreshBooks.” FreshBooks expertly employs social proof — 10 million is a big number — to compel its target audience to join their peers and try the tool.

2) Airbnb

Why It’s Brilliant

  • It includes the destination and date search form that most visitors come looking for, right up front, guiding visitors to the logical next step.
  • The search form is “smart,” meaning it’ll auto-fill the user’s last search if they’re logged in.
  • The primary call-to-action (“Search”) contrasts with the background and stands out; but the secondary call-to-action for hosts is visible above the fold, too.
  • It offers suggestions for excursions and getaways Airbnb users can book on the same site as their lodgings to get visitors more excited about booking their trip on the site. It also shows which of these offerings are most popular among other users.

3) Mint

Why It’s Brilliant

  • It’s a super simple design with a strong, no-jargon headline and sub-headline.
  • The homepage gives off a secure but easy-going vibe, which is important for a product that handles financial information.
  • It also contains simple, direct, and compelling call-to-action copy: “Sign up free.” The CTA design is also brilliant — the secured lock icon hits home the safety message once again.

4) Dropbox (Business)

Why It’s Brilliant

  • Dropbox carries over its simple design and branding. It includes only what is important: A large, relevant image with supporting copy, and a “Try free for 30 days” call-to-action button
  • Dropbox’s homepage and website is the ultimate example of simplicity. It limits its use of copy and visuals and embraces whitespace.
  • Its sub-headline is simple, yet powerful: “The secure file sharing and storage solution that employees and IT admins trust.” No need to decode jargon to figure out what Dropbox really does.

5) 4 Rivers Smokehouse

Why It’s Brilliant

  • Drool. That’s what I think when I arrive at the website for 4 Rivers Smokehouse. Combined with great photography, the headline “Brisket. 18 years to master. Yours to savor.” sounds like an experience worth trying.
  • The parallax scrolling guides you on a tour through the services, menu, and people having a great time — a great use of this popular design trend.
  • The only negative? I don’t live close enough to this place. Boo.

6) Cobb Pediatric Therapy Services

Why It’s Brilliant

  • The headline and sub-headline appeal to the visitors’ emotional side: “Work With a Company That Gets It”; “Trust us. We’ve been there too! We’ll find jobs where you can thrive.” That value proposition is unique and compelling.
  • It’s hard to tell from the screenshot above, but the headline is on a rotating carousel that caters to specific personas, from job applicants to people searching for a therapist for their schools.
  • There are several pathways visitors can take when they arrive on the page, but the calls-to-action are positioned well, worded simply, and contrast with the rest of the page.

7) Jill Konrath

Why It’s Brilliant

  • It’s simple and gets straight to the point. From the headline and sub-headline, it’s clear exactly what Jill Konrath does (and how she can help your business).
  • It also gives easy access to Jill’s thought leadership materials, which is important to establishing her credibility as a keynote speaker.
  • It’s easy to subscribe to the newsletter and get in touch — two of her primary calls-to-action.
  • The pop-up subscription CTA uses social proof to get you to join her thousands of other fans.
  • It includes news outlet logos and testimonials as social proof.

 

Front Page of Your Website

 The relationship between a customer and a business is based on trust. Is your website customer-friendly? Start with the five things that belong on the front page of every business website.

1. Contact information: A recent survey by Chantilly, Va.-based local media and advertising research group BIA/Kelsey indicates that nearly 75 percent of small-business websites don’t have an email link on their homepage. And six out of 10 don’t have a phone number. Minimally, your site should have a clear email link and a phone number. If you have a physical location, consider including the full address with the state and zip code, as well as a map and directions.

2. Images that represent what you do: If you sell wedding cakes, for instance, the front page of your website should have a picture of one of your cakes. As basic as this sounds, many business sites use irrelevant graphics such as butterflies and family photos, or worse, no graphics at all.

But be mindful of how you display images. Think twice before making them spin or shake or do anything else that can be distracting or irritating.

3. Clear navigation with working links: The front page of your site should have a clear navigation system either across the top or down one side of the page. The buttons should be clearly marked with words that correspond to the content on your site and help customers quickly find what they’re looking for. Also consider including buttons for shipping options, FAQs and background on your company. It’s also important to click your links on a regular basis to make sure they all work, or use Google Webmaster Tools to identify any 404 errors. Broken links not only prevent shoppers from completing their orders, they can also make it appear as if you don’t care about your business.

4. An email signup box: One effective way to encourage customer loyalty is with a regular newsletter. Put a signup box on the front page of your website and offer rewards, such as a discount on a future order to anyone who submits his or her email address. Services such as Mailchimp offer simple ways of doing this.

5. Social media links: Help customers stay in touch by providing links to your social media accounts right on your front page. Use recognizable icons linked to Facebook, Twitter, Pinterest or LinkedIn. You can also use feed widgets to encourage instant follow-up as well as social media sharing.

What Makes a Good Website Homepage Design

All of the homepage designs shown here utilize a combination of the following elements. Not every page is perfect, but the best homepage designs get many of these right:

1) The design clearly answers “Who I am,” “What I do,” and/or “What can you (the visitor) do here.”

If you’re a well-known brand or company (i.e., Coca-Cola) you may be able to get away with not having to describe who you are and what you do; but the reality is, most businesses still need to answer these questions so that each visitor knows they are in the “right place.”

2) The design resonates with the target audience.

A homepage needs to be narrowly focused — speaking to the right people in their language. The best homepages avoid “corporate gobbledygook,” and eliminate the fluff.

3) The design communicates a compelling value proposition.

When a visitor arrives on your homepage, it needs to compel them to stick around. The homepage is the best place to nail your value proposition so that prospects choose to stay on your website and not navigate to your competitors’.

4) The design is optimized for multiple devices.

All the homepages listed here are highly usable, meaning they are easy to navigate and there aren’t “flashy” objects that get in the way of browsing, such as flash banners, animations, pop-ups, or overly-complicated and unnecessary elements. Many are also mobile-optimized, which is an incredibly important must-have in today’s mobile world.

5) The design includes calls-to-action (CTAs).

Every homepage listed here effectively uses primary and secondary calls-to-action to direct visitors to the next logical step. Remember, the goal of the homepage is to compel visitors to dig deeper into your website and move them further down the funnel. CTAs tell them what to do next so they don’t get overwhelmed or lost. More importantly, CTAs turn your homepage into a sales or lead-generation engine, and not just brochure-wear.

6) The design is always changing.

The best homepages aren’t always static. Some of them are constantly changing to reflect the needs, problems, and questions of their visitors. Some homepages also change from A/B testing or dynamic content.

7) The design is effective.

A well-designed page is important to building trust, communicating value, and navigating visitors to the next step. As such, these homepages effectively use layout, CTA placement, whitespace, colors, fonts, and other supporting elements.

 

Create More Engaging Website Landing Pages

If you’re concerned that your current landing pages may be driving visitors away instead of encouraging them to engage further with your content, consider the following strategies to optimize your landing pages:

1. Create custom landing pages.
Keep in mind that you aren’t limited to a single landing page. You can create multiple pages, each customized to a particular type of visitor.

Ideally, a landing page should form a bridge between your traffic referral source — such as a link in an ad or from social media — and the rest of your website, providing information that’s tailored to the individual visitor’s needs. For example, if you run a pay-per-click (PPC) campaign promoting a specific product in your ad and then drop your visitors onto your home page, they may feel discombobulated.

 

2. Split-test your landing pages.
Landing page optimization isn’t over once you’ve created custom pages for distinct groups of visitors. To truly improve the performance of your website, consider running split tests on your individual landing pages. Split testing essentially allows you to compare two or more versions of a web page to determine which elements or features are most effective.

To determine which landing page features are more effective, you can do A/B split testing. You modify small variables on your landing pages and then serve up each variation randomly to visitors in a live environment.

The test variables could include:

  • Your landing page headline’s wording, font, color or page location.
  • Any images used on your landing page.
  • The design of your landing page, including background colors, column size or navigation elements.
  • The specific benefits described on your landing page.
  • Your landing page’s call-to-action.

Test as many of these variables as possible using the free Google Analytics “Content Experiments” program. Then, use the results of your experiments to make your custom landing pages more effective in converting new visitors into lifelong readers.

3. Experiment with video landing pages.
If you aren’t seeing the results you want on your plain text landing pages, you might want to try something different: video landing pages. A video landing page features a single video file instead of blocks of text. Engagement rates tend to be higher with interactive content than with text-based elements, so you may capture visitors’ attention better by conveying the same information via video instead of text.

The easiest way to create video landing pages is to use your computer’s built-in webcam and record your introduction with YouTube’s video recorder. Once your video has been recorded, it can be embedded into your landing page in place of your text.

Your Landing Pages Can Maximize Conversion Rates

This article will discuss the rising importance of personality and trust in brand communication, particularly in landing page optimization. I’ll give you five strategies for presenting a user-friendly landing page and a personable business that you can apply to improve your conversion rates. We’ll go through techniques that can give your website that certain “something” which gets a visitor to convert.

Landing page optimization is a continuous exercise of testing. It is pitting control against variation until you’re satisfied (which you never should be).

Add Personality and Trust to your Landing Page

When we meet someone new, we unconsciously process minor, inexplicable cues. For no specific reason that we are aware of, we either like the person or we don’t.

An example of this unconscious decision making is the fact that we tend to trust someone who is confidently poised, has an open air, and speaks calmly, slowly, and directly. We are less trusting of people who appear weak, closed off, and (here’s where it gets a bit crazy) not very good looking.

Landing pages are no different.

When someone lands on your landing page, the decision to stay takes between three and eight seconds. This decision is made half consciously and half unconsciously. Half of it is based on the value that is communicated quickly and clearly, and half of it is based on those indefinable factors that just “connect” with your landing page traffic (or don’t).

Conversion Page Optimization

These are some of the best ways to ensure your landing page gets as many conversions as possible:

    1. Optimize your layout for mobile devices. According to SimilarWeb, more than half of all traffic now comes from mobile devices, which means your landing page should be optimized for a mobile audience. Make sure your design elements are responsive, make your text easily readable without zooming, and make your features easy to interact with, even with bulky fingers doing the work.
    2. Eliminate distractions. The main goal of your landing page is to get conversions. Any other functions, information, or interactive elements you include will only serve to dilute the number of people you convert. Obviously, you’ll need some peripheral information to inform your visitors, but your call-to-action should be big, bold, obvious, and shouldn’t have to compete with other elements.
    3. Make a more compelling offer. According to Neil Patel, one of the best ways to secure conversionsis to give something valuable to your users in exchange. If you’re looking for incoming leads, give them dense, valuable content as a reward. If you’re selling a product, consider throwing in additional benefits or free gifts with a purchase.
    4. Speak to the benefits of your product. When writing about your offer, make sure you emphasize the benefits of it, rather than just describing it blankly. As a simple example, you might say that your vehicle “helps users get to their destinations” rather than saying it’s “capable of traveling great distances.” This simple change in perspective helps users understand how the product fits into their lives and personalizes your messaging.
    5. Reduce the amount of information you collect. According to ConversionXL, the more information you ask your users to submit, the less likely they’re going to be to fully convert. You need to make the conversion process easy to understand and simple to execute, or you’ll end up alienating the bulk of your target audience. Reduce your form fields as much as possible – for example, requiring just a name and email address.