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A website is a little piece of the company, organization, or person that it represents. It sits in its own little electronic space for the whole world to see. Anybody with access to the internet can visit it and be able to see what it has to offer.
The website provides an opportunity to reach practically anybody on the planet and allows them to engage at any time, day or night. The power to reach anybody and everybody at all ends of the world, 24 hours a day, 7 days a week, is almost godly. If used correctly, it can become a portal to huge success.
The way a website is designed matters.
Because there are literally trillions of other websites available on the world wide web, it is important to build a site that catches and holds the attention of its visitors. Of course, not everybody in the world is going to be attracted to the same thing. This is why you want to get to know your target audience. We’ll get to that later.
What Is The Maximum Conversion Rate?
As we mentioned above, a website has the potential to reach the entire world. With that in mind, every person that visits the website is a potential “conversion.”
A conversion is when a person that is merely visiting the website converts from a visitor into a paying customer.
For example, a person may browse the internet looking for a pair of shoes. After typing their keywords into the search engine platform, they will be presented with a selection of websites to choose from that contain information about whatever kind of shoes they specified in their search.
If a website is designed properly and geared for optimal conversion rates, the title of the page and a snippet of what the page has to offer will be visible in the search results. This snippet of information below the title is commonly referred to as the “meta description.”
Why does this matter?
What people see in the search results is what allows them to choose what site they want to visit.
The conversion rate of a website is the percentage of visitors that convert. So, if 5 out of every 10 visitors converted into customers, the website would have a 50% conversion rate. (Which is exceptionally good.)
Getting the maximum conversion rate means that you get the absolute best conversion rate that you possibly can. Maximizing your conversion rate, on the other hand, is the process of optimizing how you use your website as a magnet to attract people to your offer so that they can convert.
Proper web design allows you to maximize your conversion rate potential.
Critical Web Design
One of the biggest mistakes a person can do when they launch a website for a business is to waste the limited amount of space that they have to get the attention of visitors.
Get to the point.
The first thing a person should see when they land on a web page is an opportunity. An opportunity to save money, to learn something new, to find what they are looking for…whatever. A nice image that fits the description of a pillar keyword, a chance to sign up for savings, a blowout sale, or an assortment of choices of products that fit the description of their search.
Using your limited amount of time and space to introduce yourself is a waste. First, offer an opportunity for them to engage with through the website, then allow them to learn more about you by providing a link to learn more about your company.
Web design is much more than choosing pretty pictures and writing tons of generic content. It is about immediately grabbing the attention of the visitor and engaging him enough to start the journey that will lead him to make a purchase.
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Attract
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Engage
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Prompt
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Convert
A talented web designer will have the ability to envision where to place images, prompts, calls to action, and other key elements that contribute to the overall user experience.
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Understanding the Market
Another serious mistake many companies make is to create and launch a website without first researching the target market. For example, there will be a huge difference between what appeals to a teenager and what appeals to a middle-aged person.
In addition to the different age brackets, there will be literally millions of differences of opinions when it comes to what is attractive, and what is unattractive.
For example, a company that sells high-heeled shoes will have a much different approach than a company that sells hunting goods. Understanding who would be looking for high-heeled shoes and who would be looking for hunting goods will give a web designer a good idea of how to design the site.
If the website is an eCommerce site that offers various types of goods, the best strategy would be to focus on the design of the landing pages for specific items, and categories of items.
For example, if the site sells both hunting goods and high-heeled shoes, the landing pages of each category can be designed differently to fit the personalities of each type of visitor.
One of the most critical components of a website is the way that it appeals to the people that visit it. A great website will be able to connect with its target market through:
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Colors
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Images
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Headings
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Content
Colors can make a first emotional impression on people who land on a new page. While blue might be calm and welcoming to some people, it might actually be unpleasant to others. By doing some thorough research in order to get an understanding of the people that are looking for what you have to offer, you will gather most of the information needed to build and launch a successful site.
The Backend of the Site
Because of all of the content management systems and ease of front-end editing, it is easy to forget about the backend of the site. Although you may have beautiful pictures and properly-worded content on the front end of a site, the backend may be a completely different story.
Folders house files of electronic documents that are filled with code and instructions on how the browser should render that code. We mentioned the “meta description” earlier, and this is one aspect where knowledge of the backend of the site comes truly handy.
Although there is no evidence to support that the meta description has any effect on search engine results, it is a well-known fact that if you add keywords to your meta descriptions, they will show up under your title in the search engine result pages. ( SERPs)
What your meta description has to say about your page can be the difference between a click and a pass. For example, if you are selling clothing for dogs and your search engine result shows your title as:
Cute Outdoor Wear for your Pooch, and your meta description shows up as “High-quality pet clothing for your special dog – visit our site for details and deals…”
You are going to have a much better opportunity for clicks than if it were something like:
Buy Our Clothes For Dogs with a meta description such as “We offer dog clothes for you to buy right now…”
These kinds of details can truly make or break a website and are key determinants of its overall conversion rate.
Conclusion
The more attractive your site is to your target audience, the better your chance of generating conversions is going to be. It is crucial to have a website that is not only attractive but also has flawless functionality. The best way to guarantee that your site will work as good as you expect it to is to hire web design professionals to help you build it and devise strategies to promote what you have to offer in the best way possible.