Increase your conversion with an appealing website

by | 15 Apr 2021 | WordPress, Branding, SEO

Your website has to appeal to your visitors. In this episode, I’m going to show you how to create a website that lives up to their expectations, by revealing the secret to an appealing website. For this, you’ll receive 5 keys from me:

  1. Place unique and valuable content
  2. Tell your brand story – branding
  3. Apply your brand design to the web design – graphic design
  4. Make your website accessible
  5. Structure the web pages

The previous episode of this blog series was about SEO. I explained to you how to use the website content to optimize your website for search engines. I also stressed the importance of focusing on the visitors. Put yourself in their place, because they’re your potential clients and they want to visit a website that provides what they’re looking for.

Discover the previous episode here

1. Place unique and valuable content

It takes more than good design and findability to create an appealing website. Like I explained in the previous episode, it’s very important that your visitors can relate to the content. Now, you might be wondering what content means in this context. Content is anything that you place on the website in order to shape it. That involves text, photos and videos.

First of all, let’s talk about texts. In a very short period of time, visitors want information about you and what you have to offer. So, your texts need to be unique and valuable. In other words, they have to provide something unique that visitors can actually use. This also goes for the rest of your content, by the way. So, keep it simple and concise, and tell them a story. There’s a simple 5-step plan for this:

  1. Make contact by putting yourself in your visitors’ shoes – problem description
  2. Provide your solution
  3. Explain what’s in it for your visitors – advantages
  4. Divide the text into short blocks with an attractive header
  5. Invite visitors to take action – call to action

Please contact me if you find it difficult to write text for your website. I can introduce you to a copywriter who specializes in writing website texts.

Let’s talk about media now. Although you might have to put in more effort to write appealing website texts, photos and other images deserve equal attention. In episode 3 of this blog series, I told you how important it is for photos to have a personal touch and for them to express the company’s identity. So, it’s best to use photos that have been made specially for your business. Together with the text, the photos tell the story of the company and of what value it is to visitors.

Last but not least, I advise you to create fresh content from time to time. That doesn’t mean you have to rewrite your texts. You can also make a newsletter or blog on your website where you regularly post new articles that you send to subscribers by email. This will appeal to your visitors, is highly valued by search engines and is a great way of keeping in touch with business partners and other people in your network. If you’re not much of a writer, you could showcase a portfolio of projects that you’ve carried out and regularly add new project descriptions.

2. Tell your brand story

A website is a great platform on which to tell your brand story. That’s why it’s very important to apply your branding to the website. That means that the website has the same atmosphere as all of the other communication methods you use. The website will reflect exactly who you are and what you represent. And visitors will recognize you. For instance, if people you’ve already had contact with visit your website, they’ll get the same impression as they did before and the chance of conversion is greater. Your brand will be recognized and therefore it will be clearly visible online, thanks to the branding on your website.

3. Apply the brand design to the website

Brand design is an important part of branding. Brand design is the visual aspect of your brand and consists of colours, fonts and logo. These elements need to express the identity of your business, in the same way your media do. So, make sure you integrate these one-on-one in the graphic design of the website. By doing this consistently, the website will be complete and balanced, and recognized everywhere by your target audience.

I’m going to illustrate this with an example of a make-up artist putting make-up on an actor before he goes on to the set to portray a character. She starts with the undertone, as this determines the other make-up that she’ll use. If she wants to create a cool undertone, she will use different colours to those if she were to create a warm undertone. You see, the undertone has to match the skin, so it won’t colour clash but complement it instead. This also goes for your website design. The colours must match and together they have to have the look and feel that goes with the brand. And this applies to each and every detail, including the call-to-action buttons. In line with the example, the look and feel determines whether you can use bright red lipstick or whether you’re better off choosing a more subtle colour.

4. Make your website accessible to increase conversions

OK, let’s talk about accessibility. In my experience, this is something that could do with some extra attention. Imagine spending the night in a hotel after a long day of traveling. Isn’t it pleasant when the receptionist explains to you clearly how to find your room and that the restaurant, swimming pool and other facilities are well signposted?

It should be the same on your website. A simple structure of web pages according to subject as well as a clear menu make it easy for visitors to immediately find what they’re looking for, and because of this there will be more chance of them making contact. On a larger website it’s handy to have a breadcrumb trail and a sitemap, or even to divide the website into subdomains and guide visitors from the Home page to the right subsite. For example, you could divide the website of a temping agency into separate subsites for applicants and employers.

5. Structure the web pages

Not only the website itself but the web pages need an easy-to-use and accessible structure. In line with the hotel example, I imagine having found the restaurant and browsing through the menu. I for one, like menus to have pages with lots of open space and clear titles, such as ‘Main courses’.

I also like main courses to be divided in, for example: pastas, pizzas, seafood, meat dishes and plant-based dishes. And the dishes should have clear descriptions with a list of ingredients and an appetizing name that makes my mouth water. Web pages work in the same way. They should have an open feel to them, be divided into compact text blocks, matching images, call-to-action buttons, frames and other decorative items, icons and possibly a contact form.

Here are the 5 keys once again

To sum it up, here are the 5 keys to an appealing website once again:

  1. Place unique and valuable content
  2. Tell your brand story – branding
  3. Apply your brand design to the web design – graphic design
  4. Make your website accessible
  5. Structure the web pages

Next time...

In the next episode, I’m going to tell you all you need to know about website maintenance. Questions that I’ll be answering for you are: How do I prevent problems with the website? What do I need to know about maintenance? The website is online. What happens next? I’m really curious about how this blog helped you. So, please feel free to share your experiences below and to share this story with other people. Are you having difficulty creating your website? Or are you looking for a web designer who creates solutions that help you along? Please contact me. I’d love to discuss the possibilities with you. Or have a look around on the website and webshop pages.

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