It’s virtually impossible to conduct business these days without an online presence. Of course, a website is a perfect way to make sure that your potential customers are able to find your products or services. But it’s not good enough to simply own a website. It needs to convert visitors into paying clients. So what can you do to make sure your website performs for you?
5 Ways To Make Your Website More Attractive To Potential Clients
Know your target customer
Developing an understanding of your target customer is your foundation. It underpins everything else you will need to do in order to make your website attractive to them. Think about who your target customer is, then do some research so that you can answer the following questions:
- What are their pain points?
- What are you offering to help solve their issues?
- Are you using the kind of language they use?
- What kind of expectations do they have?
The answers to these questions will help you to develop a website that attracts your specific desired customer. For example, a website selling shaving products to young men will have a very different tone, brand and message to one selling pet toys to animal lovers. In turn, a pet toys website will use a completely different language and tone from a website selling reusable diapers to eco-conscious moms.
Choose an attractive color palette for design
Attractiveness is to some extent subjective. However, there are a few basic principles you should stick to if you want to create an aesthetically pleasing website. As a general rule you will need three colors to build a website: a primary color, a secondary color and a highlight color for your call to actions. Using too many colors can make a website look messy and incohesive, so stick to your brand colors.
Once you have selected your core colors, you will want to look at imagery. Build your website around visual stimulus, but be sure to leave plenty of white space, sometimes referred to as negative space. White space or negative space does not contain any content and helps to frame the content you actually have on your website. Leaving too little white space can make a website look cluttered and detract from the overall message.
Include only relevant information
When building a website it can be tempting to include too much copy. A copy heavy website is often off putting to its visitors, as no one wants to sit and read an essay before deciding to buy a product or service. Keep the information you provide succinct but detailed, and present it in such a way that doesn’t clump too much text together.
Don’t forget about visual learners. Think multi-media when putting together relevant information for your website. Mix up the text copy with images and video to appeal to different learning styles.
Include your business address
When choosing a product or service, people often want to get a feel for the brand. One way of connecting with a brand is by understanding where they come from. Be sure to include your office address on the website. A real, physical address helps to demonstrate to potential clients that your business is legitimate.
Sometimes a little map image can also be helpful; a trustworthy and credible address can help a potential customer to trust your brand. If you’re a small business working from home or you want to keep your actual business address private then consider using a virtual office address service provider. Virtual office addresses are real locations, and they are often in highly sought after in larger metropolitan areas.
Have a call to action
Whether you’re selling a product, offering a service or simply providing information, you will want a call to action (CTA) on your website. People like to be told what to do, and how to do it. They are more likely to engage with your website if they are given an instruction to do so. This could be as simple as ‘get in touch to find out more’.
If you are a service-based business, can offer a lead magnet in exchange for an email address? If you are a product-based business, do you offer incentives to first time buyers? Don’t be afraid to place your CTA in a prominent location on your website. And tell people why they should sign up. You want people to take action!
These tips are designed to help you establish a more professional appearance to potential clients. Remember, the goal is to capture the attention of a first-time website visitor, and help them decide if you are a “fit” for their needs. Make it as a easy as possible for them to learn more about who you are and what you offer.