10 Essential Elements To A High Converting Website
We all know that a website is a must for any business. Nowadays it serves as the main hub for your business and brand. But what is the difference between a good website that converts visitors into either subscribers or customers and one that does neither of those things?
There is a fine line between good web design and bad web design and I am going to show you the top 10 things your website needs to have in order to be a lead magnet that helps you grow your business.
Some of the links in this post may contain affiliate links. That means if you purchase from the link I may receive a small commission. I only recommend products that I absolutely love and stand behind.
10 Essential Elements Of A Good Website
1.Clear Brand Message
When someone lands on your website you only have a short amount of time to grab their attention and compel them to stay on your website. This is where having a clear well thought out brand message comes in.
In those few precious seconds when they are deciding whether stay or leave, you need to let them know who you are, what you do, and how that solves a big problem in their lives.
If you are not sure what your brand message is I encourage you to take the 7-Day Brand Clarity Challenge where I will walk you through finding your message, audience, voice, and much more.
2.Cohesive Brand Experience
Besides just having a clear message your website also needs to look and feel like your brand.
Things to remember:
- Logo and business name at the top of every page to help your audience commit it to memory
- Consistent use of color palette. I recommend choosing 3-4 colors to use on your website.
- 2-3 fonts that will help differentiate your content. Choose one font for your main heading (H1) and one for your other heading. The choose an easy to read font for the main body portions of texts like blog posts.
- Images that are pleasing to look at and tie in your brand colors. You also want all of your images to have similar look and feel. That means if you want to keep things light don’t throw in an image with a dark background.
Tone of voice is also very important when branding your website. Remember your audience and how they want to be spoken to. If you are targeting millennials you can get away with using trendy wording but that may not appeal to the baby boomer generation.
Always remember that consistency is key when branding your business and the more consistent your website is the more your audience will want to stick around.
3. Clean Navigation
Have you ever been to a website and cannot seem to find what you’re looking for? Yeah, no one enjoys having to waste precious time trying to hunt down the information they want. This is where having a clear and easy to use navigation will help you out.
Besides having a navigation menu on every page you need to keep it’s placement consistent. That means if it’s at the top of the home page it’s best to not move to the sidebar on your blog page.
Website design has a lot to do with human psychology. If you’ve ever spent time looking at how websites are laid out you may have noticed that pages in a navigation menu regularly show up in the same place. This is because the most important page of your website should appear on the far right of your navigation menu. For most websites that is the all-important contact page.
You may also notice that some websites choose to use a different color or button style to draw attention to the page they most want you to visit. This again is psychology driven because the eye is automatically drawn to the difference.
The third thing to consider is how many choices you give in your navigation. The rule of thumb is no more than 6 pages. That means if your blog covers 5 topics it’s best to add those categories under the blog menu option in a submenu so you can include other important pages in the main menu, like a shop link and contact page.
4. Social Media Links
Most pages of a website are pretty static. That means they only get updated when a major change happens within your business. So having social media follow buttons are very important to have on every page of your website. By following you on social media they are able to stay up to date on your business.
5. Email Sign Up
This is a BIG one folks. We all know that the people on your email list are more likely to buy from you so having several opportunities for them to sign up is a must for any successful website.
Your email signup can include a freebie offer, highly recommended, or just be a general form for them to fill out to get regular updates from you. The key is to have several offers and opportunities for them to sign up on each page of your website.
Places to put your email signup form:
- Above the fold on every page
- In your website footer
- Inside blog posts
- The sidebar of your pages
- Popups/ Slide-in’s
6. Contact Page
The goal of any website is to convert a looker into a buyer, or subscriber. We talked about where to out your email list sign-up forms, but what about the people who want to work with you directly or have questions?
Having a clear page dedicated to those people is a must for any website. Having the link in the main navigation menu at the top of the page is a best practice. You can also have the link in your footer or “contact us” buttons on the page as well.
Once people get to your contact page it is important that your form be as easy to use as possible. You want to get their important information, so you can reach back out to them, but also have a place for them to request specific information or ask questions.
It’s also a good idea to set the expectation for your audience. Let them know when your hours of operation are and about how long it will take for you to reach back out to them.
Okay, this may seem like a given but it deserves a mention on this list because let’s face it SEO is very important to get your website seen by the people looking for it.
You should be focusing on SEO for every page of your website, not just blog posts. This means using your metadata on your images to your advantage and using keyword rich text.
Don’t stuff your images and information with keywords but make sure you are using relevant keywords to your particular niche. Google has advanced their algorithm over the years and stuffing your pages with keywords can actually hurt your ranking rather than help it.
You can read about Basic WordPress SEO in this post.
8. Clear Calls To Action
Because your website is a place to convert lookers into buyers and subscribers you want to make sure your calls to action (CTA) are clear and stand out.
One way to make them stand out is to use a bold color for your buttons. This ensures when people are skimming your pages their eyes are immediately drawn to your CTA.
Another way is to use background colors to differentiate the CTA from the rest of the page information. Again, this ensures your reader’s eyes stop on this section and it increases your conversion rate.
One good tip for your CTA’s is to stay away from the standard button call out. Instead of saying “subscribe” use action words like “Join Now” or “Get Your Freebie.”
9. Mobile Optimization
Given the world we live in it guarantees that half, if not more, or your visitors are viewing your website on a mobile device. That means you need to be sure that your site looks good and functions properly on many different device sizes.
There are many WordPress themes available, like Divi, that allow you to view your website on different devices without having to test them individually.
10. Fast Loading Time
No one likes to wait while the images on a website load. When they have to wait they tend to hit the back button faster than a Kardashian can throw shade.
You are given a few precious seconds to make the right impression with any visitor. Choosing the right hosting provider and optimizing image sizes can make a huge difference in how fast your website will load.
It’s a good idea to take this list of the top ten elements your website needs and double check you have them all in place for your visitors. Remember you only have a few seconds to grab a visitors attention and convert them.
I hope you found this post helpful and if you have any question please let me know in the comments below.