Web Design That’s More Than Just A Pretty Face
Is your experience with web design and digital marketing one of frustration and disappointment? Have you spent hours and thousands of dollars on your website design only to see little or no results? The most likely reason is that your goal was to have a great looking website. One that would impress the visitor and tell them about all the great things your company can do. Looking good only gets you so far in the crowded field of websites.
Understand Your Customer
Your best chance for getting the results you want from your web design is to answer the questions your prospects have and provide an easy way for them to like and trust you. Most website visitors have four universal questions:
- Are you credible?
- How much is this going to cost?
- What kind of website is right for my business?
- How can I get my business on the first page of Google?
To effectively answer these questions, you need to figure out who your customer is. You need to put in some work to understand your customer.
As a roadmap to marketing success, DigitalMarketer© developed a process called the Customer Value Journey (CVJ). The CVJ is designed to help you define who your prospects are and what motivates them. It also gives you an idea of how they are feeling and how they want to feel (Before vs. After). Marketing is all about showing them the aftereffect of working with you. Your customer wants you to give them results faster, cheaper, and easier than your competition.
Using the keywords developed during the CVJ, you should plot out what content needs to be created. You need to be able to answer your customers’ questions before they search Google. Getting ahead of a customer and answering those common questions will rank you higher in search results and boosts the chances of possibly engaging further. This is what good web design does.
Write For Your Customer
Once you have the keywords in place and a better understanding of who they are, you begin writing to them rather than at them. The reader feels as if you truly “get” them, and they will connect to your business on a deeper level. Your company becomes the benchmark against which other companies are measured.
Now that you have a clearer understanding of your prospects “after” state and what questions they have, you can begin creating the message for your website’s home page, services, and area pages. We recommend following the high converting home page format, also designed by DigitalMarketer. This guide, which was developed based on the research of thousands of home pages, will help your site visitors understand your business in a way the competition will never match. The high converting homepage answers the visitor’s critical questions immediately and shows them you can be trusted to understand their needs and deliver exceptional value.
Pay Attention to Site Structure
After the prospect has become comfortable with your company and has decided you can be trusted, they are more likely to engage further. The site structure of your web design is critical at this point.
- Make sure the prospect can navigate quickly to the information they are seeking.
- Invite them to connect at a higher level through Call to Actions or additional content, such as videos and infographics.
- Make sure your site structure complies with Google’s webmaster guidelines so that Google can crawl your site quickly.
- Build in security by enabling SSL. Google penalizes sites that are not secure.
When your website becomes a magnet for the clients you are looking for, you can move onto the next phase of your marketing: moving them from being interested in your product or service to having a buying conversation with you. That phase is in marketing automation software.
Don’t focus on how good your site looks. Realize it’s not about you! Focus on giving your visitors the best user experience possible. In most cases, it will look even better than you had imagined, but more importantly, it will engage the visitor.