Have you ever followed the direction signs to your favorite hill station?
Imagine, you’re traveling…
You don’t want to take the wrong turn.
Silence is killing you…
People seem to be staring at you…
All you want is a clue. A small direction sign. Something which tells you that you’re following the right trail. Your mind is conscious. Eyes are finding the sign boards…
At this stage, you’ll realize the importance of the right direction…
You know that you can’t afford to pick the wrong road.
Would you put your business in the same situation?
Nobody likes to be in the chaos, uncertainty, and fear.
In this article, you’re going to find out that what are the website’s loopholes which should be avoided in order to run a successful business website. The purpose of the website is to reach prospects, convince customers, and educate the audience.
It’s time to analyze whether or not your website is on the right path. The sooner you find out the opportunities you’re missing, the better — because the competitors might have made new websites, their facebook fans might be growing…
Before you join the competition in the online marketing race and start spending hundreds of dollars on Facebook and Google Ads, just make sure that your website is ready to engage and convert the prospects.
Because if it’s not, it would be like catching the prospects and sending them off the track.
Neil Patel might agree with me.
Because he wrote a similar article on site structure and its importance in SEO.
According to this article on Smashing Magazine, the readers appreciate the high-quality content, they scan your content, and they want quick solutions.
In fact, I loved the suggestions given by the w3schools.com right here. They explained that the readers scan your content, how to create a pathway to walk them through, why website speed matters, and why feedback is important…
The Elements of a Perfect Website Design
Take a look at the elements of an awesome website design:
1. Well-structured layout
First off, a website layout is a website body and it includes so many things that help a website to stand and display items. The website layout doesn’t necessarily mean the web design only, in fact, it includes the navigation, styling, design, and other page elements… but most importantly a well-structured layout means how good a web layout performs.
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According to this article from designshack.net, every design is unique and requires a different solution. This article walks you through the process to get over the designer’s block especially when it becomes impossible to move forward during your web designing.
Karlee Weinmann wrote an article for American Express, She also emphasized the importance of the navigation in order to make a successful business website. Her article was focused on the necessary things of every small business website.
The key elements of a website layout are:
- Attraction: It adds value to the layout design. A website visitor or blog reader always scans the page, and a better layout could hold the visitor a little longer. The Heatmap is a popular tool to analyze the visitors’ clickability and focal points on the website pages.
- Understandable: The website’s existence will be challenged if the content or design intrigues the vagueness. It would be of no use if the majority of the people are unable to figure out that what message you want to convey.
- Relevant: This is a no-brainer that you should be able to identify the target audience and make your website design parallel to the audience mind. For instance, a real estate customer would be different from a fashion design enthusiast. Their choices will certainly be different.
2. Call-to-action buttons
Any successful business website is incomplete without a clear and bright call-to-action buttons. It doesn’t mean that it should be a banner or box … It could be a text that is clear enough to attract the website visitors.
The call-to-action button initiates the cognitive process and takes the prospect into the sales funnel. There is a psychology involved in the call-to-action buttons. The acceptability and success of these buttons depend on the following things:
- Color: The colors are always special in the call-to-action buttons. Red belongs to the negativity, denial, and alerts, whereas, green, orange, and blue are normally impact creating and acceptance colors from call-to-action perspective.
- Text: The text of the button has a direct relation with the attention of the visitors. It is always considered important because the buttons saying ‘BUY NOW’ and ‘GET ACCESS’ have a huge difference in the outcome. The buttons with the text ‘BUY’ and ‘PURCHASE’ are typically considered little sales oriented.
- Size: The size of the call-to-action button is as important as the text of the button. It should be chosen according to the site navigation, placement, and page area. The more a button is clearer, the better.
- Offer: When everything related to call-to-action button is in place, then next important thing should be analyzed is that what is being offered. A fizzy and unpleasant offer with attractive CTA button won’t work.
For instance, take a look at the Facebook login page:
The ‘Sign Up‘ button appears in green – nothing else on the page is in the green color. It somehow supports my theory of colors on call-to-action buttons.
Another example of SumoMe.com‘s latest opt-in feature:
It’s a ‘Welcome Mat‘ from Sumome.com. It appears (if activated) for every visitor upon arrival, but, of course, it has its behavioral setting which can help you to decide how and when it should appear.
The point is the Call-to-Action button and green color.
3. Engagement Utilities
A business website can’t be profound if it doesn’t give the chance to the visitors to get engaged. The engagement varies from business to business. Normally, popups, opt-in boxes, topbars, and subscription boxes are used to allow visitors to sign up for updates.
The engagement strategy doesn’t end here, instead, it should go beyond the average approach.
For instance, Elegant Themes use 3 buttons on their home page to engage the audience.
The visitors would somehow show the interest in any of the options.
All three buttons are different in colors which seek more attention of the visitors.
Another example of engagement strategy is Shopify.com:
The visitors won’t be engaged on your website unless you give them a chance to.
Here we get three lessons for the engagement strategy:
- It should be clear to everyone. So that visitors find it easily and start taking action. It means that it should clearly show what’s going on and what will happen after the action.
- It must be attractive enough that visitors won’t be able to walk away from the offer. The design, colors, and the message should work together at the same time.
- The offer must be worth trying otherwise it won’t be able to engage the people. Why would someone avail your offer if they can find it elsewhere? Tell them the specialty of the offering, so that they don’t ignore it.
4. Color Scheme
Do you think colors have nothing to do with the success of your website?
You should keep reading…
Have you seen this STOP sign?
Of course, you have… Most of the times you will see this STOP sign in red color.
Why is not in Pink, Blue, or Green?
Probably because RED means dominance, action, and alertness.
This article on Colors also shows that Colors have their impact and Red means dominance.
A business website normally has a clean and simple white look — Nowadays, trends are changing, therefore, brands understand their audience more than ever, which is certainly a good thing.
They (brands) try to capture the attention of the prospects by using the relevant colors.
User Testing published an article last year, which was an incredible read. They discussed the colors impact on the conversion rate. They also showed the color choices of men and women.
Have you seen the website of WIX?
It’s an online site builder.
What they have done on their website is pretty much impressive. Check out the color scheme, Website face above the fold, call-to-action button, and sign up form:
Another example is Strikingly.
They have a pretty dark website face, but they smartly created a green shiny GET STARTED button which can be an eye opener for everyone:
5. Display Prices clearly
One of the key elements of a successful business website is the pricing. There is no doubt that your pricing needs to be acceptable by the target audience. In fact, it’s just pricing which will affect your sales and profitability because it will more or less depend on how you display your pricing.
Of course, you have to be competitive and charging the reasonable price of your product, but displaying the prices the right way could help you to get more sales.
Before you start brainstorming on what you should charge and why to charge that…
Make sure that you have the pricing button at the top of the website, which would definitely be linked to the pricing page.
Just like Lander and many other sites have done:
It’s because wherever you visitor lands on your website (means on any page)…
He would be able to see the pricing link.
The next important thing is the PRICING TABLE.
There is a bit psychology involved in the pricing table.
Have you seen some pricing table which are clearly helping you in making the choice?
You certainly have seen.
Take a look at the examples:
This is the pricing table of LeadPages. You can see how the Pro package is in the different color and clearly telling the visitors to pick it.
This is how online marketers turn the table around.
The pricing table of Unbounce does the same. It also has a different color for PRO package other than two. So that it grabs more attention of the visitors. It also states ‘best value’ on the top of the column.
How to Achieve the Successful Business Website Milestone
You might have heard that nothing is impossible. Well, it’s kind of true, because if you want to achieve great success with your website, all you need is follow these tips to get closer to the success:
It’s a process of testing two or more cases to identify which works well. Normally, it’s an analysis of model A and B to find out which model works better than the other. In online marketing, A/B testing is a vital strategy to make any website, landing page, or social media campaign successful.
Once the designing and development phase is over, the next stage is the engagement. Different giveaways and free downloads help the brands to get the attention. Envato Marketplace offers a few items for free every month. Wishpond can help you to create different social media contests such as Sweepstakes, Photo contest, video contest, Instagram hashtag contest, Pinterest contest, Referral promotion, essay contest, music contest etc.
In order to ensure that your audience loves to come back to your site, you have to adopt the strategy of giving things away for free. Free Ebooks has been the most popular free giveaway strategy being used by the experts, bloggers, and online marketers. You should only be giving the ebooks related to your business to attract the prospects.
Without testing and tweaking on your website, you can’t achieve the handsome conversion rate and most importantly the perfect formula of a successful business website. So, keep on testing and adapting the strategies. Move your buttons, change the colors, rotate your banners, or do other things to record any major impact.
Opt-in boxes, popups, and subscription bars are the different strategies to let people join your email list. The business website’s success depends on the conversion rate, and the conversion would only be possible when you have a suitable engagement pathway towards the sales funnel. Use Optin Ninja or Optin Monster to get started with collecting the leads.
Write Relevant Content
Without a continuous flow of content, your website would lose the search engines’ interest. Your website shouldn’t be the victim of content drought. Keep the fresh content coming to your official blog. Use your company’s blog as a tool to help the prospects, so that they find solutions for them in your content.
You can make your site up and running within hours.
It doesn’t mean that your website will be ready to receive the traffic flood.
If this could happen…
Companies won’t be hiring the digital marketing experts to boost their website’s performance.
People build websites.
We build websites, also make them optimized and healthy.
So whenever you go on a vacation, your website keeps answering the prospects.
Would you like to have such a website or you’re good with your old one?