Your business website is a key tool for your marketing activities. Not only does it provide convenient access to information about your products and services; it also entices site visitors to take a desired action — signing up to your mailing list, setting an appointment, or making a purchase, among many other options.
If your site visitors don’t do anything while viewing your website — meaning, no click-throughs or lead generation — then perhaps it’s time to revisit your web design. Here are 5 tips on how to design your website to increase click-throughs:
1. Make your design interactive
The most important tip is to make your website interactive so that your visitors can have something to act upon (that is, to click on). This can simply be done by adding a call-to-action (CTA) button.
To make the CTA click-worthy, make the color of your button attractive, something that draws the eye. It has been found that the colors red, green, orange, and yellow work best for CTA buttons. Additionally, choose action words that appeal to the senses and compel the viewer to do something. However, it’s best to keep it short — for example, “Learn more” or “Try for free.”
Another way to make your website interactive is to include a contact form where visitors can reach you. Place this above the fold so that it’s easy for visitors to see. The CTA button for your contact form should also ideally follow the same principles as previously mentioned, and most importantly, make your form as easy to fill up as possible.
2. Keep the design simple and intuitive
Simplicity is key. The design and architecture of your website should be intuitive enough so that new visitors can navigate through it with ease.
One way to do this is to consider a single-page or a scrolling website where you can put all the necessary information on one single page. If you go for a multi-page website, it’s best to keep subpages just up to the second sublevel. Header navigation menus should also be kept simple, ideally containing between 1 to 5 items. Adding breadcrumbs and sitemaps is a nice touch too; these help visitors know exactly where they are on your site and where they can go.
3. Design for mobile
In today’s mobile-driven world, a mobile-responsive website is not just a nice-to-have feature anymore — it’s a necessity. Essentially, it’s important to make every element of your design fluid and adaptable to any kind of screen size. CSS media queries can do the trick.
Images and other rich media should also be mobile-friendly — that is, they are not only responsive to various screen sizes, but also fast-loading. As part of the design and architecture process, the overall file size of your website should be optimized and compressed for mobile usage.
Both mobile-friendliness and page load speeds are key SEO ranking signals, and as such, these also affect the click-through rate: the more traffic your website has, the better chances of getting a successful click-through and conversion.
4. Make use of color psychology
It has long been understood in the field of marketing that certain colors evoke different emotions. When choosing the colors for your web design, your palette should be in line with your brand identity and overall marketing message.
Color psychology also comes in handy when designing landing pages and CTA buttons. The principle also applies to your imagery — what colors do you want to pop out, and what emotions do you want to stir?
Emotions play a huge part in influencing the purchasing decisions of consumers, and colors are a great way to help navigate your target audience in the right direction. The more compatible your marketing message is (and your design!) with the emotions of your target market, the more likely it is for your web visitors to click through your CTA.
5. Consider your font styles and copy
Choose a font that’s easy to read, and with a size that’s not too big or too small. Consider your target market as well. If your target is the middle-aged or advanced-aged market, then a larger font size may be preferable. Another tip is to be mindful with the spaces in between the letters and words. You don’t want your visitor to misread your copy.
The web content, or the copy, is also a key point to consider in designing your website. Powerful words such as “now,” “free,” and “best” can influence a web visitor’s decision. Keep the text short, simple, and clear — the fewer the words you can use to get your point across, the better. Succinct web copy also makes for a cleaner and less cluttered design.
There is so much to consider when designing a company website. But essentially, you always need to keep one thing in mind: your website is a marketing tool, and so every element of your design should aim to invite, attract, and convert web visitors to become valued customers.
If you want to learn more about web design and digital marketing, visit our website at https://www.ilfusion.com/.