By Kristie Parker
Want to make your website visitors think, ‘yes! I want that!’?
A few tweaks to your small business website can make it your #1 salesperson.
It seems super tricky at first. But it’s easier than you think.
Don’t worry – I’ll explain.
Consider this post your go-to guide for wrapping your head around what your visitors are looking for and how to craft a website that not only catches their eye but also encourages them to take action.
Ready to create a website that not only draws visitors in but also turns them into customers? Let’s get into it.
Main Points:
Welcome to the land of instant gratification.
Your website visitors make snap judgments the moment they land on your site.
The key is to make those first few seconds count.
The top of your homepage should have visual impact and let visitors know what you offer and what they need to do to get it.
Did you know that visitors typically start scanning from the top-left corner? This makes it an ideal spot for your logo, headline, and an engaging call to action.
Likewise, centering crucial elements at the top can be just as effective.
It’s all about using these hotspots to direct your visitors’ eyes to what matters most – making it easy for them to click, call, or buy.
An effective call to action (CTA) is not just a button or a line of text. It’s a clear, compelling invitation for your visitors to take the next step.
Whether it’s ‘Book A Demo,’ ‘Shop Now,’ or ‘Get a Free Estimate,’ your CTA should stand out and be positioned where visitors naturally look first.
70% of small businesses have websites with no CTAs on the homepage.
According to the Nielsen Norman Group, CTAs placed in prominent, easily visible locations are more likely to drive engagement and conversions. The goal is to make it as easy and intuitive as possible for visitors to move from interest to action.
Bonus Tip: “Learn More” won’t get as many clicks as better button text with simple, actionable phrases, like “Let’s Do This,” “Sign Up Now” or “Book a Call”
People don’t read websites word-for-word.
So the first two words of your headlines are the most important. Visitors should get the gist immediately. The third word is read much less often than the first two.
Like This: Event Planning For The Wedding You’ll Remember Forever
Not This: You’ll Never Forget Your Wedding With Our Event Planning Service
The decision to read further or just scan hinges on perceived value.
If your content resonates with visitors, addressing their questions or challenges, they’re more likely to think you understand them.
Ask yourself ‘What’s in it for my visitor?’ This approach turns casual browsers into engaged readers, and engaged readers are more likely to take action – whether it’s filling out a contact form, booking a free consult, or making a purchase.
A text-heavy website is boring, but well-placed visuals can transform the user experience.
Think of visuals as quick storytellers – a behind-the-scenes photo, a smiling customer, or a laptop mockup with a screenshot of your proposal can convey your message much faster than text.
They personalize your message and can set a positive tone from the start, influencing how the rest of the content on the site is perceived and often making visitors more receptive to the message.
An MIT study found that our brains process images incredibly quickly – in just 13 milliseconds. So they’re perfect for skimmers who scan your website quickly to see if you offer what they’re looking for.
It’s called “storytelling” because just like in a good book, where you get to know and care about the characters, your website helps visitors get to know and trust you.
You might explain how you started your business, share customer experiences by displaying reviews, or describe why your product is unique – in a way that feels like a conversation, not a sales pitch.
Imagine you’re a lawyer. Storytelling isn’t about your resume, it’s making your potential clients think, “This lawyer gets me.”
Show there’s a real person behind the website.
Picture this: someone’s just had a car accident. They’re frazzled, worried, and they land on your site. What they need are answers, fast.
On your homepage you could include FAQs like:
“I got hit by a car and my insurance won’t pay. What do I do?”
“I got a DUI. Can my employer fire me?”
“I caused a car accident and now I’m injured. Can I collect lost wages?”
Ask the question (and answer it) in your customer’s language. It’s like you’re saying, “I’ve got you, I’ve been here before with others, and here’s how we sort it out.”
That’s gold.
Share that story about helping your aunt after her fender bender or use a bulleted list to highlight all the personal attention your clients get. Show you’re more than just a legal encyclopedia.
Peel yourself away from stale trash like this, “Providing top-notch legal services with a commitment to excellence and client satisfaction.”
This lawyer details his approach in everyday language, providing specific detail on how he helps clients.
You don’t have to be casual if it’s not comfortable. Use a tone that’s you – maybe it’s straight-talking, maybe it’s more heartfelt.
Your website’s not your online business card. It’s your first meeting, your “Hey, I’m here, and I can help.”
Blend those real-deal FAQs with your story, and you’re not just a lawyer on a screen – you’re a qualified expert who also happens to be a real person ready to jump in and solve their problem.
That’s the kind of thing that turns a casual website visit into a client picking up the phone.
Your website is your first ‘hello’ to potential customers.
By captivating visitors from the get-go, you’ll keep them engaged and ready to take action.
Remember, the more clarity you provide about your offerings, the greater your chances of converting browsers into loyal customers.
Now you’re ready to create a website that hooks, informs, and ultimately prompts visitors to reach out and connect with you.
Want more? See these game-changing design tips or nail minimalism in website design or view the top website design trends in 2023.
Kristie is the co-owner of Bungalow Web Design. She pretends to be a real adult by writing copy for small business websites from her actual bungalow in Tampa, Florida. When she's not web designing, you can find her in the gym, air frying something, or tucking into a Joyce Carol Oates novel with a dirty martini and orange cat nearby.
Kristie is the co-owner of Bungalow Web Design. She pretends to be a real adult by writing copy for small business websites from her actual bungalow in Tampa, Florida. When she's not web designing, you can find her in the gym, air frying something, or tucking into a Joyce Carol Oates novel with a dirty martini and orange cat nearby.
