When it came to your website design, or the creation of a landing page or blog post, did you or your developer carefully think through the layout? Your site should be more than just a business card on the Internet. It should have engaging content that moves your visitors to your intended conclusion. This could be a number of things, like:
- Filling out a lead generation form to capture their contact information for further correspondence/selling;
- Watching a video to learn more about your product, service or organization;
- Downloading a PDF that will provide useful information; or
- Any other activity to promote your company or raise brand awareness.
The benefits of a strategic design
Did you ever wonder why when you walk into a grocery store there are flowers right there by the entrance door and just beyond the flowers is the fresh produce? Do you think there is a reason why the dairy products — milk, eggs, butter and cheese — are in the back, far corner? Or, candy and soft drinks by the cashiers? Grocery stores are designed in a particular way in order to maximize sales.
When you walk in, the flowers send a subtle message to you: The stuff in this store is fresh. The produce by the entrance sends you a similar message because if the produce isn’t fresh, then nothing else in the store is going to be fresh. So, already, the messaging to you is this store is home of fresh groceries that are good for you and pleasing. As for the dairy in the corner, this ensures the quick trip to the grocery store is not so quick. You have to walk past all the essential items in the middle of the store in order to pick up some milk and eggs. With each step, you are walking past endcap displays enticing you to pick an item up and place it in your cart. And, then, when you hit the checkout line, you have been in the store longer than you thought, maybe you are a little hungry or thirsty, why not grab a snack and a drink, to boot.
So, can you see the benefits of strategic design and why you want to give careful consideration to not only your website design, but also to you write (or call it design or craft) a landing page or a blog post.
The benefits of good website design
If your website is for your business, you want to convey more than just what you do and sell, where you are located, what days and hours you are open, and how people can contact you. Those are all important elements. You want to make sure you have a blog with compelling and relevant information, to keep people coming back. But, you also want to help guide them through a decision-making process with a specific conclusion.
How does it happen? With a carefully planned strategy from social media posts to social media ads to search engine optimization to blog content to website content to a landing page designed specifically to convert. But, you have to have a goal, or series of goals in mind, when you start.
If you want your guests to fill out a form and give you valuable contact information, then be prepared to give them something of value, like a free PDF download or something else. Also, make it easy for them to sign up. Most landing pages simply ask for first name and email. Remember, think through your landing page or website design so it is a free-flowing process for your users.
If a customer lands on a product page, then want to make sure all the relevant information is there. You don’t want them having to jump to another page to find something out and then jump back. Trust me, you will lose some customers. You want prices clearly marked so there are no surprises. If you are trying to entice a purchase decision and omit the price by making your customer click on a button to proceed, then you run the risk of a high drop-off rate if the purchaser encounters sticker shock. This happened to me the other day.
I was going through my Facebook timeline, and a sponsored ad showed up for a website design tool. With more of my business involving web design or redesign, the tool seemed like it would be useful. When you look at enough of these offers, you kind of get an idea of what the price would be. In my head, the price was going to be $47, $67, $97, $297 or $399. When I clicked to continue the order, the price was $1,497 if I made a one-time payment. Needless to say, I abandoned the purchase.
I am sure there are some people who would say tease the product and not the price. But, it is unrealistic to think someone will instantly make a decision to spend $1,500 from a cold call, which was essentially how the sponsored Facebook ad functioned. I knew nothing about the company or its track record. I am willing to take a chance for $100, perhaps I would have gambled for $300 if I saw the value, but $1,500 is out of the question.
My argument is that the marketing campaign was not well-designed because it led to sticker shock instead of a successful completion of a purchase.
Some things to consider
Whether it is your website design, your landing page or blog content, make it easy for your customers to interact with you. You will need a fast-loading site; elements to attract your guests’ attention; clearly identified offers or instructions; and it needs to be worth their time.
As I build my business, Wooster Media Group LLC, I can’t tell you how often I come back to something Jim Cramer said about investors: Bears make money; bulls make money; pigs get slaughtered. As you work through your website design, redesign or landing page design, understand you are walking your potential customers through a buying decision. Help them at every step of the way to understand what is expected of them and what they can expect of you.
Treat your customers well. You don’t want it to be a one-and-done transaction. You want to build faithful customers who will do business with you for the long haul. And, by having the right website design, like a grocery store layout, you can maximize the relationship.
As always, if you want to learn more about how Wooster Media Group can help your business, contact us here or schedule a free consultation here.