Anyone can build a website a put it online. However, what makes a website successful is when it converts new users. Conversions could mean different things for different businesses. It could be purchasing an item, signing up to a newsletter or submitting a contact form. Literally anything you desire your users to do on your website could be a conversion. But basically if your website isn’t helping users do these things then it is not doing its job. That’s why you should always ensure that you’ve designed a website tailored to your audience. This means that it is set out in a way that is optimal to convert your typical customers. If you’re not sure who your typical customers are then you need to read up on audience personas first before you even start to design your website.
Even if you have a stunningly designed website tailored to your audience it doesn’t mean anything if it cannot be found. Ensure that your SEO is up to scratch and that your business has a presence in all the different places online that your customers can be found. It’s important that you focus on “being found” where your customers already spend time online. This way it’s going to be easier to target them. For example, if you want to target students for a student promotion you’re doing in your local coffee shop – think about places students spend alot of time online. In this case it’s more than likely Instagram or TikTok.
Now that you’ve been found your website has to keep the users attention long enough for them to convert. This is all counting on the design of your website. Our first tip here would be to keep long bodies of text to a minimum and make sure all of your copy is delivering a valuable message. This will make pages easier to look through. Add complimentary imagery where appropriate and ensure all of your colours and fonts look good together too. There is nothing more off putting than mismatched branding. Finally, think about what your audience wants and how you can present that on your website. If they want promotions and savings, add limited sales prices to products or services. If they want more information around your product, post blog articles and videos on your website in a resources section.
This is one of the most important things when it comes to designing a website tailored to your audience. You really have to think about how your typical customer would use your website. What frustrates them about other websites? What’s most important to them when purchasing online? And how can you design your website to soothe this pain points and add value to their experience? The best way to find this out could be doing a focus group, or get a few people you know who aren’t directly involved in your business to give you some feedback on your current website. The key here is just to design your website in a way that isn’t going to make the user think – make it easy for them.
Be easy to transact.
Now that our users are comfortable with using our website we have to make sure that it is easy for them to convert. Earlier we spoke about how conversions can be many things to many different businesses. Whether its purchasing a product, submitting a contact form or subscribing to a newsletter make sure it is simple. The easier it is for users to convert on your website, the more conversions you’ll get. The best advise we can give about making conversions easier is limiting the amount of steps a user has from start to finish. No one wants to add an item to their cart, then have six or seven more steps before they can add payment information. Make it easy and accomplishable in as fewer steps as possible. If you have a payment system think about integrating with payment solutions like PayPal, Google Pay or Klarna to allow users to pay in one click. Or if your conversions are something like sign ups or form submissions, just make sure there is one form, one submission button and that’s it.
Regardless of how your website is tailored to your audience you should always make sure it is secure. That’s why we’ve added “be secure” to our list. Security is always something that users are thinking about online, especially for new customers. So make sure that your website is as secure as possible. You can add things like an SSL certificate, captchas to contact forms and most importantly if you are designing an ecommerce site – add a secure payment portal. If you’re offering a service that can be accredited by a governing body you may want to think about adding accreditations to your footer too. All of this will help new customers feel secure and safe before embarking on purchasing your items or undertaking any of your services.