Having trouble converting visitors on your website into leads or customers? If so, you’re in the right place. Having a conversion focused web design is the best way to get the most out of the people who interact with you.
Many websites are conversion focused, but only a quarter of them actually get the most out of the people they interact with. Having a conversion focused web design is one thing, but having one that actually works is another.
In this article you’ll learn how to create good conversion focused websites that convert more people into leads and customers.
What is a conversion focused website?
A conversion focused website is a website that’s made specifically to convert it’s visitors into leads or customers. This is done with a Call to action (CTA) button. Put simply, a CTA button is a one that prompts visitors to take action. e.g. A “buy now” CTA. This “buy now” button prompts visitors to take an action which is buying whatever is being sold.
There are two main types of conversion focused websites, these are the:
- Landing Page
- Sales Page
Both of these conversion focused websites play a big role in the growth of your conversion rates. This is why it’s important to know what each of these websites are and why you need them to improve your conversion rates.
You can either choose to have your landing or sales pages on your main website, or you can create them to be their own websites.
Your conversion rates are as good as your conversion focused web design. If your conversion focused websites aren’t good, you won’t increase the number of people who you convert into leads and customers.
With that said, let’s begin with the first type of a conversion focused website, the landing page.
A landing page is a website that’s created for marketing or advertising campaigns. It’s where visitors “land” after they click on a link. This link can be in an email, Google Ad, YouTube, Facebook, Instagram or Twitter. You can literally place the link to your landing page anywhere. i.e. On your social media accounts, blog posts or even on other people’s websites through guest blogging.
When people come across you in an attempt to find a solution to their problems, they enter the awareness stage of the sales funnel. When they use your blog post, social media post or a search engine result to answer their questions, they turn into your audience.
Your newfound audience will read your content in an attempt to look for answers they need. If your content meets their expectations they’ll be willing to click the link that takes them to your landing page.
Every good landing page should only have one web page, It should also be simple and straightforward.
A landing page is also called a ‘lead magnet’ or a ‘lead capture’. This is what we use to get prospects information like their names, interests and most importantly their contact info.
How To Optimize Your Landing Page
When you optimize your landing page, you increase your chances of getting more conversions.
A good landing page should have the following features:
- Bullet Points
- Sign-up form & CTA
To optimize your landing page you’ll need to start with your heading. A heading is the most important part of your Landing Page, because this is the first thing your visitors see. The success of your website depends greatly on your heading.
There are three types of effective headlines, but the best one to use for more conversions is the self interest heading.
Your heading needs to be 10-20 words long. Having a heading that’s too short or too long will do the opposite of optimizing your Landing Page. The perfect heading should be in the middle of 10-20 words.
Try adding Flagging to your headline. Flagging means specifying who exactly your website is for through your heading. i.e. A heading like ‘shoe sales’ can be turned into ‘baby shoe sales’
Your subheading is the second most important feature on your landing page. It explains your heading in more detail and sheds more light on what your website is all about.
The best type of effective heading to use on the subheading is the self interest heading. You can mix up the type of headings to get the most out of your subheading. Using the self-interest, new, and curiosity type of effective headings, you can increase your conversion rates.
Your subheading needs to be 10-30 words long. To optimize your landing page for more conversions, create a good subheading that’s between 10-30 words long.
Media refers to both images and videos. In the example of the landing page above, they decided to go with an image and not a video. It doesn’t matter what you use as long as your media suits your landing page and what it’s offering.
Having media on your landing page optimizes it. Especially if your media relates to what your landing page is about. Having relevant media on your landing page will make your website rank above others in search engine results.
When you use an image on your landing page, make sure it’s uniform with what you’re offering. You don’t want to use an image of a duck if you’ll be talking about music. The image you’ll want to use if you’re talking about music should relate to music. i.e. An image of a bass or treble clef would work.
Having a video on your landing page is far way better than using an image. There’s only so much that images can do. Videos are far more effective when it comes to getting the point across. A majority of people would rather watch a video to learn something than use any other means.
Your landing page video should be clear and precise. All you want to do is tell your visitors what they should expect to get from your product or service.
Bullet points are a very important part of your landing page. A majority of your visitors will want to only scan through your landing page, but bullet points stop them in their tracks. Bullet points capture people’s attention so they are perfect for your landing page.
Your bullet points should tell your visitors what they expect to get from what you’re offering. They need to be short and precise. Most people will always prefer reading short content to long content, this is why you need short but precise bullet points.
Bullet points help optimize your landing page for search engine results. Search engines like Google favour websites with numbered or bulleted points to ordinary websites with nothing but long text.
Sign-up Form & CTA
There’s no landing page without a sign-up form or a CTA button. The whole essence of a landing page is built on the sign-up form and CTA button. A landing page is created specifically to collect visitor information. The sign-up form and CTA button are what you use to do this.
A sign-up form and a CTA button will optimize your website by letting search engines know that it’s a landing page. A good sign-up form shouldn’t have too many fields to fill-out. Having too many fields to fill-out on your sign-up form may not optimize your landing page or worse, may discourage your visitors from filling it out.
A CTA button is what visitors click to submit the sign-up form they fill out. Your CTA button is just as important as your sign-up form. The appearance of your CTA button can also play a role in determining whether the visitors on your website click it or not.
Another thing you should consider when creating your CTA is the text. Avoid using words like submit, click here, or download.
A sales page is a website that’s created for one reason and one reason only, to make sales. When your visitors give you their information on your landing page, they become your leads/prospects.
When prospects are ready to buy from you, you’ll have to redirect them to your sales page. Your sales page can either be on your main website or it can be a separate website on its own.
When your prospects are ready to buy from you, it means they’re on the action stage of the sales funnel. The sales page does more than just make sales, it also plays a role in convincing your prospects to make the finale decision.
How To Optimize Your Sales Page
To get the most out of your sales page, you’ll have to optimize it. Optimizing your sales page will help you make more sales and get more customers.
A good sales page should have the following features:
Your sales page heading is just as important as your landing page heading. It can either persuade your prospects to make the finale decision and become your customers, or it can chase them away.
The only difference between the heading on the landing and sales pages is the length. A sales page is supposed to have a short and straight to the point heading. Don’t try to be too clever with this, a simple heading like ‘Hot Sale’ would be enough. Using short headings helps optimize your website to rank higher than the competition.
Unlike your landing page, the subheading of your sales page is supposed to be a short sentence. This is because there’s no need for bulleted points. Your subheading should have at least 3 short sentences that convince your prospects to make the final decision.
The media on your sales page is limited only to images and not videos. Your image should again be related to what you’re selling, nothing too fancy or complicated. Your image should also suit the theme of your sales page to make you seem more professional.
Your prospects don’t need to fill out a form on your sales page, the only thing they’ll have to do is click the CTA button to buy your product or service.
Don’t get too fancy with your CTA button, use a colour that suits with your sales page theme. Don’t make its width too wide or thin, neither should you make it’s length too long or too short.
The text on your CTA button should tell prospects what they’ll get when they click it. Make sure it’s not as long as a sentence, but long enough to tell people what happens when they click it. You can also have a short text on your CTA button. Click here to see some examples of good texts you can use on your sales page CTA.
Now that you know what the two main types of conversion focused websites are, it’s time to see how you can optimize them more to get even more conversions.
5 Effective Ways To Optimize Your Landing And Sales Pages For More Conversions
Your landing and sales pages need to be optimized to get the highest conversion rates possible. Optimizing your website helps increase your chances of closing more prospects and customers.
Website optimization is the process of using tools, advanced strategies, and experiments to improve the performance of your website. Optimizing your website drives more traffic to it which increases conversions and grows revenue.
After researching ways to optimize a website, we’ve come up with 5 effective methods you can use to do this. These methods are used by even the biggest companies to convert a majority of their visitors into prospects and customers.
With that said, let’s begin with the first method to optimize your website which is Keep important elements above the fold.
Keep Important Elements Above The Fold
You’re probably asking yourself, “what does above the fold mean?” Well, above the fold refers to the first thing people see when they open your website without having to scroll down. The fold is the bottom part of the website.
Having important elements above the fold is a perfect way to optimize your website for more conversions. Information above the fold plays a massive role in determining whether your visitors stay or leave your website.
The theme you choose to use plays an important role with your elements above the fold, you want to use one that suits all device platforms. You need one that ensures that all your above the fold elements will be at the top of your website all the time regardless of the device used.
Important elements you should keep above the fold include your heading, subheading, call to action (CTA), and social media accounts for proof that you’re a legit website.
These are mandatory elements that need to be above the fold. Besides the above mentioned elements, you can also include other important elements that you think will make your visitors curious enough to stay on your website.
Make Use Of The White Space
The white space is simply the page where all your content is written. There’s no question that the proper use of a white space will optimize your website, but how can you make proper use of your white space?
The first thing to consider when optimizing your websites using the white space is don’t stuff all your points in one sentence. Long sentences often tend to bore people and make them lose concentration. You want to use short and precise sentences to get your point across to website visitors.
Another thing to consider when properly using your white space is your paragraphs. Paragraphs make your work neat and tidy which helps your website visitors read your content much easier. To optimize your content you can have at least 3-4 sentences before you skip a paragraph.
Lastly, the use of bullet points will also optimize your content. Bullet points are naturally short and precise sentences, which makes them easy for readers to consume and understand. Using bullet points is one of the best methods to optimize your website using your white space.
Be Consistent With Your Messaging
Being consistent with your messaging is the most important rule of website optimization. There’s nothing more frustrating than looking for answers on a website with incorrect information scattered all over.
You don’t want to have a heading and subheading that tell your web visitors one thing, but then have content that tells them another thing. Being consistent with what you want to tell your web visitors from the start to end will optimize your website.
Search engines will rank your website above other websites when your content is optimized with consistent messaging. This is because having messaging which is consistent tells search engines what your website is all about, and what your visitors expect to get from it.
Having messaging that’s inconsistent will do the opposite of optimizing your website, this will hurt your search engine ranking and make other websites with consistent messaging rank above yours.
Optimize Your Website For Search Engines
Web visitors can hear about your website through various ways. They can hear about it from platforms like social media, blog posts and most importantly, search engines like Google and Youtube.
Most of your web visitors will go on your website as a result of search on a search engine. Search engines are very important and should be treated as such. Optimizing your website for search engines is the best choice for you to make if you want to drive more traffic to it.
You can optimize your website for search engines by:
- Analyzing your website data
- Doing research on your Keyword
- Creating long and valuable content
Analyzing your website data
Analyzing your website data helps you get a clear picture of how your website is performing. You want to know what works on your website so that you stick to it, and what doesn’t work so that you can improve it.
You can use an analytic tool like Google Analytics to track your website data. This tool will help show you what features on your websites are performing well and those that are not. i.e. If only a few people ignored your CTA button, you wouldn’t need to make a big improvement to it. But if you notice that several people are ignoring it, you’ll need to make a big improvement to it for people to start clicking it.
When you find out what works and what doesn’t work after analyzing your website data, you’ll need to remove everything that doesn’t work and replace it with something that works. Doing this will optimize your website for search engines.
Doing research on your Keyword
You can’t optimize your website for search engines without a keyword. You’ll need to have a keyword on your website for it to be optimized on search engines and for it to rank above other websites.
Having a niche is one thing, but finding a keyword in that niche is another. You can use an analytic tool like Wordtracker to find perfect keywords in your niche.
Wordtracker is a very efficient and easy analytic tool to use, all you have to do is type in what keyword you want to use and it’ll do the rest. i.e. Searching for a keyword like ‘Baby Shoes’.
You can find ideal keywords that suit your niche with just one search. Using an Analytic tool is far way better than trying to figure one out on your own.
Creating long and valuable content
There’s no question that having long content is better than having short content. Search engines will always favour a website with more content to one with less content.
The more content you have the better your website will perform on search engine rankings. Long content works well every single time, but there’s only one catch to it, that content has to be valuable.
Having long content will only be effective for your website optimization if that content is relevant. If your website contains long but irrelevant content, search engines will rank them below other websites.
Having long content is always better than having short content. But if you can’t create long content just yet, it’s better to write what you can. Having short valuable content will optimize your website and make it rank above those with long but irrelevant content.
Make Your CTA Button Stand Out
Your CTA button is the main reason why you create a conversion focused website. Your CTAs are just as important as everything else on your website. So making them stand out is mandatory to increase conversion rates.
You can optimize your CTA button by:
- Using colours that contrast with your website theme
- Using Relevant Text On It
- Prominently placing your CTA button
Using colours that contrast with your website theme
The colour of your CTA button is very important, it can either draw your web visitors to click it or to ignore it. If the colour of your CTA button doesn’t suit your website theme, it will make your website seem unprofessional. If people think your website is unprofessional, they’ll most likely not click your CTA button.
Take as much time as you need to find the best colour that suits your website theme, choose one which gives your website a professional feel to it. When your visitors feel that they can trust you because your website seems professional, they’ll most likely click your CTA button.
Using Relevant Text On It
The text on your CTA button tells your visitors what they’re going to get after they click, this is why it’s very important. You need to take as much time picking a CTA button text as you would picking a colour for it.
Try not to use plain text like submit, click here or download on your CTA button. Such words make you seem less of a person and more of a robot. The majority of your website visitors won’t click your CTA button and even worse, they might leave your website.
Try using words like:
- Sing Up Free
- Get Started Now
- Get In Touch
- Join Free
- Shop Now
- Add To Cart
- Book A Class
The difference between the above CTA button texts and the bad ones mentioned earlier is that these actually seem like they were made by a human for a human. The other CTA button texts seem like they were made by a robot for a robot, which might throw people off and make them leave your website.
Prominently placing your CTA button
Your CTA button is important but that doesn’t mean that it needs to be all over your website. Having one CTA button should be more than enough for your website, but if not you can add one more.
The only reason why you would need to have two CTA buttons is if you have a lot of content on your sales page. In that case, you can place one CTA button at the top of your website and one at the bottom.
The ideal places to place a CTA button are at the top (above the fold) and at the bottom of your website. Placing your CTA button at the bottom of your website makes it convenient for your web visitors if you don’t have a button that takes them back to the top.
Most web visitors want to go through your website first before they can click your CTA button. Having a CTA button at the bottom of your website is perfect for such visitors. If they don’t click your first CTA because they want more reasons to do it, they’ll probably click the second one at the bottom after they’ve been convinced by the content on your website.
So there you have it, everything you need to know about conversion focused web design, what it is and a few things you can do to improve your website conversion rates.
If you don’t have a conversion focused website yet, this article will help you make one that is optimized to get the highest conversion rates possible from the very start.
If you already have one and have noticed that you’re not doing a bunch of things that you need to be doing, make the necessary changes.
Website Optimization doesn’t end, it’s a frequent procedure you’re supposed to carry out every once in a while to ensure that your website is performing well.
Your competition will not just sit back and watch your website do well, they’ll constantly keep doing everything they can to make sure that their website is better than yours. Don’t slack off, because the moment you do, they’ll beat you.
Constantly keep working on your conversion focused web design to guarantee the highest conversion rates possible.
Want even more tips on how to get ahead of the competition? Check out our in-depth guide on getting started with content marketing and how to use it to sky-rocket your marketing ROI.