Top 5 Principles of a Highly Converting Website
Hello there, friend. I wanted to take some time to share some tough love with you today on your website.
You might not want to hear it, but I promise if you stick with me, it’ll be worth it.
So, the internet is all the rage and you pretty much have to have a website at this point, unless you want to be looked at like you are in the dark ages, right? Yup, I get it. You are now the proud owner of your own .com and have a place to send all those prospective clients, but what happens when they get there?
Maybe it’s my branding and marketing heart or maybe I’m just wired differently, but any chance I get, I visit a website. New follower on Instagram? I immediately head to their site and see what they are about, and friend, I have to tell you, 9 times out of 10, I’m disappointed. Imagine your site as a store and you stand inside and every time someone comes in, they glance around and then turn around and walk out. Can you imagine the frustration? That’s exactly what is happening on most of the sites out there, except you don’t feel that frustration because you don’t see it happen.
When you think about your website being a destination instead of just a business necessity for the times, you begin to analyze what you are doing to persuade or dissuade people from entering. Connection, trust, authenticity and problem solving are what leads our mentality to purchase. Your brain analyzes these factors and leads them to either continue browsing or feel apathy and leave. So what can you do?
Here are the key principles to a highly converting website.
1. They Keep It Clear and Orderly
Our instincts lead us to know that simplistic things are more likely to prevent us from having unpleasant surprises. Example - We love stores with simple return policies and hate fine print. Takeaway? Keep it simple, direct their attention, lead the way and don’t overwhelm your prospective clients/consumers. Inform them on where to go and how to get there. First, identify their needs and then provide a clear next step for them to take.
2. They Connect You With a Face
We subconsciously watch for other humans. It’s our nature. When we see another human face on a website, we immediately assess their emotions. Are they genuinely happy? Did you know that faces grab attention better than nearly anything else? Takeaway? Don’t be afraid to show your face, connect them to you more than you connect them to your company. Having a photo of yourself reduces the sense of risk by connecting you to your brand.
3. They Include Personality
People like to interact with people, not companies. Infuse your own personality, utilize emotionally charged language and amazing storytelling to garner trust. Keep your branding consistent too. This maintains familiarity and keeps your visitor feeling welcome and instead of feeling like a stranger, they feel like you are a life-long friend. Takeaway? Allow them to connect with you on a personal level.
4. They Provide Social Proof
Testimonials are proven to reduce risk and provide social proof for your clients/consumers. Allow them to easily find proof that others have used your product or services and what great things it has done to solve their problems or infuse joy into their lives. Also enable them to engage with you by providing social media integrations. Takeaway? Further the trust and connection to you and your brand through others and make it easy for them to connect with you, whether it’s through a contact form, an easy to find email address, or social media. Don’t hide!
5. They are optimized for any device.
This may seem obvious in our handheld day and age, but I can’t tell you how many times I still visit a website and have to attempt to scroll across to continue reading. This is a deal breaker for me and will inevitably lead to feelings of apathy. Your website should easily translate with the same attributes as the desktop version on any device a visitor might utilize. Takeaway? Consider the ease of use on any device. Especially because anywhere from 30-52% of visitors are using another version of your site besides desktop.