1.Add a value proposition
The value proposition communicates to your visitors what you do and why you do it.
Put your value proposition on the home page of your website, as a headline if possible. Add it also on your blog and on your social networks. You must make your users know exactly what they will get if they hire you, if they buy your product, if they subscribe to your newsletter or if they read your blog.
According to Joe Pullizzi of the Content Marketing Institute, our value proposition should include the following elements:
- Our company.
- Our audience.
- What information.
- What a benefit.
As an illustrative example, we are going to see the value proposition of Orbit Media Solutions:
“On the Orbit blog (our company) digital marketers (our audience) can find expert and practical advice on web design and content marketing (what information). Our goal is to help you get better results with your website (what a benefit). ”
The navigation of your website has two purposes:
Help the user find what they are looking for.
Improve your search engine rankings.
Your visitors should always be your priority. Use descriptive navigation that speaks in the language of your users. Don’t use slang. You must be empathetic and know how to choose the words that they would use to find your products.
The design of a website will be better the fewer clicks the user has to make.
“Empathy is the greatest marketing skill.”
3.Text of the call to action
The call to action, or CTA, is one of the most important elements of web design. Once you have users on your website interested in what you do, you must tell them what you want them to do.
Calls to action usually appear in the form of buttons with the following texts: “Download it now”, “Get a free sample”, “Subscribe”, “Open an account”, etc. The button text must start with a verb. Otherwise it is not a call to action. “More information”, for example, is not a call to action.
4.The colors of the CTA
The CTA button should stand out from the rest of the elements of a web design. A good idea is to use complementary colors. This way you will make sure to get the user’s attention.
5.The distance test
Open your web page in the browser, get up from your desk and take ten steps back. Could you tell what your company does just by taking a look? If not, you need to reinforce your message and be more specific.
Unbounce is a good example of this technique. When you open their website you know exactly what you can achieve: “Build a landing page quickly and get more conversions.”
Use social evidence and testimonials so that your potential customers have one more reason to trust your company. Try to include these testimonials in the home so that users can see it the first time they visit your website.
7.Who we are
Like the social proofs and testimonials, the “Who we are” page gives your website a point of trust. Let your visitors know who is behind the company.
Plus, using individual team pages gives you a chance to rank on search engines when users specifically search for those names.
On April 21, 2015 Google updated its mobile search ranking algorithm. Mobile-friendly web pages are now ranked higher in search results for mobile devices.
Put the most important message at the top and give your users a good reason to scroll if necessary. If you try to put everything up there your website will look too chaotic and messy.
And there is a good reason for this. Google wants users to have a good experience when browsing a website. So if you don’t have a mobile version of your page or a responsive website you will be missing out on many conversion opportunities.
Do not let your users reach a dead end on your website. Always keep them moving. All pages must contain a link or contact form. The home page should link to all the others. It’s a good idea to also include the name of the landing page in the link so that the user knows where to go once they click.
Many web design and online marketing professionals believe that important information should be placed above the fold of the page. But scrolling down is a natural action for internet users.
Yes, more attention is paid to the things above this cut because it is the first thing you see. But that doesn’t mean you have to put all the information there.