Words: Kevin & Tim
Creating an effective website involves more than aesthetics – it requires strategic elements that drive user engagement and website conversion.
Regardless of industry, successful websites share the same qualities, including a strong value proposition, clean design principles and mobile optimisation. By focusing on these elements you can enhance your website’s functionality and achieve your business goals. With the help of The Bubble Co.’s web expert, Tim, let’s dive in!
1. Strong value proposition
A strong value proposition involves crafting a compelling statement that clearly communicates what your business offers and how it benefits the visitor. Your value proposition helps set you apart from your competition – think of it as your online elevator pitch. This immediately helps the visitor stay engaged while identifying your core values from the beginning.
The best way to implement your value proposition is to prominently make it one of the first things visitors see when they land on your website. Use a concise and compelling headline that is simple while also piquing the visitor’s interest. We suggest trying a website analyser to ensure your headline meets SEO best practice.
2. Clean and attractive design
A clean design focuses on simplicity, reducing clutter, and ensuring that the site’s visual elements support its purpose without overwhelming users. A clean design helps convey professionalism and credibility.
An example of this is Evernote which features a clean and organised layout with ample white space. This user-friendly interface has a focus on simplicity and functionality.
Use a minimalist approach on your homepage to highlight key information to achieve a clean design. Ensure consistent typography, colour schemes, and spacing, and focus on clarity and user-friendly navigation. Avoid excessive text and complex layouts. Make sure to leave plenty of empty space to give the user chances to ingest your information.
3. Clear conversion path
The conversion path is the journey you design for users to follow. From their first interaction with your site to completing a conversion goal, such as making a purchase or signing up for a newsletter, a well-defined conversion path guides users seamlessly through the steps needed to complete the desired action.
Let’s use Amazon as an example. The online giant makes the CTA – a product purchase – clear and simple. There is no mistaking what the user is expected to do after perusing items:
Conversion goal – Product purchases
Path – Product page -> Cart -> Checkout Process -> Thank You
To implement a clear conversion path, you need to map out the steps users need to take to convert. Ensure that each step is intuitive, and that Call to Actions are clearly visible and strategically placed. Remove any unnecessary obstacles or distractions along the way.
4. Mobile-friendly design
A mobile-friendly design ensures that your website is fully functional and easy to navigate on mobile devices, such as smartphones and tablets.
A responsive design is crucial for maintaining engagement and encouraging website conversion with 62% of companies reporting an increase in sales after designing a mobile-friendly site. A mobile-friendly site adapts to various screen sizes and orientations – an example is Google which automatically adapts its page to the screen size of the user.
Create an optimised mobile-friendly design by using responsive design principles to ensure your site adjusts seamlessly to different devices, and make sure you test your website on various mobile devices and screen sizes. Optimise image sizes to be smaller and content for fast loading on mobile networks.
5. Effective opt-in forms
Opt-in forms are tools that allow visitors to subscribe to your email list, newsletters, or other offers in exchange for valuable content or updates.
Opt-in forms help you build a targeted email list, which is essential for nurturing leads and maintaining engagement with your audience. Well-designed forms can increase your subscriber base and drive repeat traffic. A personal opt-in form can boost conversions by more than 200% according to recent data.
Place opt-in forms in prominent positions, such as pop-ups, sidebars, or at the end of blog posts. Offer incentives like free resources or exclusive content to encourage sign-ups. Keep forms simple and user-friendly.
6. Website speed
Website speed refers to how quickly your site loads and becomes interactive for users and is a critical factor in user experience and Search Engine Optimisation (SEO). A fast-loading website improves user satisfaction and reduces bounce rates (exiting website). Users are more likely to stay and convert if they don’t have to wait long for pages to load. With 40% of people abandonning a website that takes more than 3 seconds to load. Additionally, search engines rank faster sites higher.
Optimise images and other media files to reduce their size. Minimise HTTP requests by combining files and using caching. Use Content Delivery Networks (CDNs) and optimise your website’s code and scripts.
7. Clear Call to Action (CTA)
The Call to Action (CTA) is the prompt that guides users to take a specific action, such as contacting you, requesting a service or making a purchase. A clear CTA directs users towards the desired action and creates an easier website conversion.
Your CTA should be strategically positioned and use action-oriented language, such as ‘Get a free quote’ or ‘Book a demo’. The ideal position for a CTA is to the right or the bottom of a page. If you need a good example of a concise, action-orientated CTA check out our CTA below.
Keen to build your brand, but don’t know where to start? Start by contacting us! As a full-service digital marketing agency, we have the expertise to create the ideal campaign and strategy for your brand.
