turn
how to
website
visitors
into
customers BY ELLEY NOTT www.linkedin.com/in/elleynott
structure information architecture. Customers won’t always stick around to consume your entire website or read everything you have to say. To ensure that the important messages are conveyed, structure your website so the most important pieces of information are accessible. A good way to do this is by following best navigation practices and keeping key content ‘above the fold’ - i.e. visible without scrolling.
make content scannable. While it can be useful to go into detail and provide comprensive information about your products and services, good content is scannable (like this e-book!). By breaking content into distinct, easily distinguishable sections, customers can quickly find what they need and skip over what they don’t.
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don’t neglect mobile. Though there are some businesses which cater to an older demographic, you’d be surprised just how many internet users visit websites on mobiles. Even in some of the oldest-skewed campaigns I’ve worked on, mobile usage represents just below half of total website consumption. Thus for any business that uses their website as a marketing tool, ignoring mobile optimisation could result in losing as much as half of your potential prospects.
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give visitors direction. The design and development of a website is a business investment and, as they say, any good investment should realise a return. Consider what you want visitors to do once they’ve landed on your site and steer them in the right direction with carefully considered calls to action. However, it’s not uncommon for people to have different attitudes to buying, so consider primary, secondary and even tertiary calls to action so that those who aren’t quite ready to buy don’t lose the chance to engage with you.
gain trust fast. Show your quality. Customers have the option of a barrage of your competitors and the slightest omission can position your company as unprofessional or untrustworthy. Some tips for gaining the trust of your website visitors include: using language that is familiar and relateable to your customer base, providing a clean and consistent design across all your collateral, including portfolio work and testimonials where possible and thoroughly checking through your website for typing or grammatical errors.
make buying easy. Always design a clear path to purchase. Good websites are intuitive and don’t require users to have to search tirelessly to find what they’re looking for. Make your online customer process as clean and efficient as possible and your hip pocket will thank you for it!
elley
contact
For advice or assistance with marketing strategy, advice or design, or just to say hello, contact Elley at: au.linkedin.com/in/elleynott
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