Whether your website is dedicated to selling t-shirts or listing the sale of commercial real estate, it’s essential to attract organic traffic and offer a brilliant user experience once people are on the site. This is the best way to ensure those visitors take the next step and become loyal customers.
To help you in this important endeavor, we’re diving into the web development details to bring you five subtle tweaks that can have a powerful impact on your business website.
1. Take a customer-first approach to content
It certainly is essential to develop a brand personality and to share your values, mission, and journey with your customers. However, this should come a very close second to ensuring that visitors to your site understand exactly how your products or services can transform their lives.
Your content should primarily be focused on the problems you’re solving for the customer and all the benefits they’ll enjoy. Paint immersive pictures with your words and visuals to help them imagine themselves enjoying the features and benefits you offer. A great way to tell if you’re doing this well is to count how many times the word “you” appears on your pages.
2. Adjust your button copy
People are so used to seeing “Learn More”, “Click Here”, and “Contact Us” that these words are no longer compelling. Of course, you don’t want to get too experimental with your button copy – clarity and simplicity should always be your first consideration. However, there is a surprising amount of scope for creativity and personality within the limited word count of your website buttons.
For example, adding first and second-person language to button copy has been shown to dramatically increase click-through rates. So, changing “Learn More” to “Tell Me More” or “Get a Free Trial” to “Get Your Free Trial” may have a far greater impact than you ever could have imagined.
3. Consider ditching intrusive pop-ups
Pop-ups are the new toy web designers and digital marketers are having a grand old time throwing around everywhere online. They’re found on every major retailer’s website and are all over news sites, digital magazines, and really every corner of the digital world. The problem is that users uniformly hate them.
Humans aren’t the only ones who have a distaste for intrusive pop-ups. Google’s algorithm isn’t keen on them either, so your website may even be penalized for having them present. Huge brands can afford to wear these penalties because of the formidable authority their branding brings with it. However, if you’re a small to medium-sized business, the pop-ups could be doing more harm than good.
4. Offer sign-up incentives
Instead of thrusting your sign-up request in people’s faces with a pop-up, consider placing your form within your page content and using other methods to incentivize people to provide their details. Product discounts, birthday gifts, free ebooks, and access to special resources are just a few of the ways you can encourage people to sign up for your newsletter or create an account.
5. Optimize for mobile-first
At the moment, you can still skate by with a website that’s optimized for desktop but that passes Google’s mobile-friendly test. However, those days are numbered as Google is rolling out a mobile-first algorithm upgrade that should be in full effect by the third quarter of 2022. If you want to get ahead of the competition, avoid Google penalties, and provide a brilliant experience for your visitors, make sure your site runs beautifully on mobile devices.
Implement these subtle tweaks, track the results, continue adjusting where necessary, and you should soon see the desired impact.