Generate More Leads, Save Time & Money
Is your website making you money or wasting your time?
Hundreds of organizational leaders and business owners shell out hard-earned cash on websites that are confusing, hard to navigate, and don’t do the job. Then they waste hours fighting headaches trying to make things better.
Over the last 15 years, we’ve seen a few key elements make the difference between success and failure on the web. These steps help you generate real results for your business.
Below is a list of improvements to make right away:
1. Offer Above the Fold
Show your audience how they can solve a problem they care about, with your help. Provide a call to action to take the next step.
Example:
- Headline: “We will make you a Pro in the Kitchen”
- Button: “Sign Up”
Why This Works:
This headline states what the organization does and how to buy within two seconds. It promises an aspirational identity: “Want to become a pro in the kitchen? We can help you transform.”
You can also promise to fix a nagging problem, help them avoid a common pitfall, or achieve their desired goal.
Obvious Calls to Action
Give your audience a clear call to action (CTA). Place one CTA in the top right corner of your site. Another CTA should go center screen, above the fold or before the scroll on whatever device your audience prefers.
Example: Top Right CTA
Example: Combo Buttons
Why This Works:
People scan websites in a Z-pattern, from top left to top right, and then down to the next section. So those CTA locations fit that pattern.
You also need two types of CTAs, direct and transitional. Some people will be ready to buy. Others need to build trust. So offer both a direct CTA (“Sign Up Now”) and a transitional, trust-building CTA (“Free Download!”).
Images of Success
Show happy customers engaging with your brand. Highlight the benefits people will enjoy. Don’t waste mental bandwidth on buildings unless you are a bed-and-breakfast.
Example:
Show happy customers (kid) who embody your audience’s aspirational identity (good caregiver). For this chiropractor’s website, we show a healthy child with a friendly doctor.
Why This Works:
It’s cliche, but an image really is worth a thousand words. Happy customers represent an emotional destination we’d like to head to. Images help them envision the “after” part of their success story.
Bite-Sized Revenue Stream
If you have multiple offerings, make things easy for your audience. Cover your primary value statement with an umbrella statement. After that, guide them to the best choice.
Example:
- Headline: “The Key to Success is a Customized Plan”
- Image: Happy client + facilitator doing whiteboard session
- Two Sections: “Personal Life Plan” “Corporate Strategy Plan”
Why This Works:
A “choose-your-own-adventure” breakdown helps people understand your offers and make a choice without getting lost.
Very Few Words
Write for scanners, not readers. Think Morse Code: brief, punchy, relevant to customers. Ideally 1-2 sentences per section, and bullet lists of 3-6 items.
Example:
- Cupcakes baked fresh every morning! Show up at 8am before they sell out!
- Six flavors, rotated weekly
- $3/cupcake or $30/dozen
- Custom orders available
- Gluten free and vegan options
Why This Works:
It gives your audience a mental break. Skimming short sentences and bullet lists beats squinting down endless text walls any day. Further down the site, feel free to include more text. You can also use a “Read More” accordion to offer expanded text after 1 or 2 sentences.
Need help building a website that gets results?
Give us a call at (918) 518-5907, or schedule your strategy session today!