10 easy ways to get better results from your website

We’ve looked at the common (and easily rectifiable) problems we encounter with clients’ websites - here are our suggestions for achieving better results.

1.

A clear route from A to B

The key to turning website visitors into customers is making it easy for users to find what they're looking for. Make sure you provide a short and easy path for users to purchase or find out more.

2.

Avoid information overload

If you're looking for a way to sell products that people will relate to, keep your website content simple. Crowding pages with text links, image links, photos, pop-ups, pop-unders and animation can lead to "decision paralysis” - the more choices a user is given, the less likely they'll make a decision at all. Overload a visitor with information and you reduce your chances of making a sale.

3.

Good use of images and colour

Presentation - colours, graphics, icons - can play a big role in reinforcing a visitor’s buying intent. Avoid clutter, have a tidy layout, don’t be afraid to utilise white space. Big fonts can be helpful.

4.

A direct approach

Bullet points work well online, to help communicate the benefits of a product or service. Keep in mind that people skim read on the internet. Use bold text to reinforce key messages. Paragraphs should be no longer than three lines, if they are used at all. One idea per paragraph is plenty of information.

 

 
 
 
 
 

5.

Fact over fiction

Stick to the key facts and be transparent, especially if a web page is related to an advertising campaign. Do not hide the price. Avoid flowery copy. Stick to a product’s features and, more importantly, its benefits to the user. Features describe the product you're selling (“blackout curtains for your child’s bedroom”) while benefits describe the positive emotions your customers will experience (“get more sleep tomorrow because your child won’t wake up at dawn”).

6.

A clear call-to-action

Tell your website visitors what you want them to do on each web page. Use imperative verbs like Get / Shop / See / Find / Buy / Learn. Which brings us on to.....

7.

Create a sense of urgency - Buy It Now!

People love to procrastinate, and will go through incredible mental contortions to rationalise why they shouldn't take action immediately. Your website copy should work hard to overcome inertia and, whenever possible, create a sense that the reader will suffer, or fail to benefit, if they don't act right away. Procrastination is the biggest killer of sales, particularly online where the chances of a prospect staying on or returning to a website are small. And use capital letters to reinforce your call-to-action - go on, Act Now!

 

 
 
 
 
 

8.

Persuasion

Persuasion means removing any links that might distract, focussing the consumer's mind on the end goal - the checkout. This means writing compelling copy. Persuade visitors not to drop out by progressively limiting their choices. Prominently display delivery options and costs.

9.

Grammatical accuracy

First impressions count. People don’t like spelling mistakes. Really.

10.

Reinforce credibility

Testimonials, press, kitemarks, partners, visible customer support options - all these things convey trust and respectability. They ease the mind of the prospective buyer, who might not know your brand. Trust is very important.

11.

11? Yes, there's an 11th way! Order our 'Website SEO Peak Performance Check'

Want to know how search engine friendly your website is? We’ll run a comprehensive 60-point check to ensure your website is running at peak performance on search engines, a bit like a tune-up. Then you’ll receive a checklist of action points aimed at improving your visibility on the major search engines.

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