When designing a marketing website, people often think that giving as much information as possible about their product or service will better entice the buyer to make a purchasing decision or request more information. But while the consumer does want to know the facts (what makes you unique from a competitor or similar marketing websites and businesses, how the product or service can benefit them, and why you should buy now instead of later), there are some best practices when it comes to communication with your marketing website visitors.
Below are a few strategies to better engage your target audience:
1. Keep text to a minimum Too much text might turn readers off. They may have difficulty finding what they are looking for and may view your organization as unorganized. When considering your marketing website design layout, make your text easy to read and concise. In addition, many users now view sites on their mobile devices, so too much text will reduce the font size and make it difficult and challenging to read.
2. Consider conversion optimization When new visitors come to a site, your marketing website’s goal should be to engage them and peak their interest so they increase time spent on the site. Often times, visitors are overwhelmed, can’t find what they are looking for and leave, resulting in a high bounce rate. Pay attention to opportunities where you can ask your visitors for information and create FOMO (fear of missing out). This will help lead to more sales or opportunities to continue communication with them later on.
Below are a few ideas to improve your conversion rate: – Draw attention to a particular event, interesting new job, or recent content you’ve just created through eye-catching landing pages and homepage visuals.
– Keep content fresh and interesting to keep visitors engaged each time they come to your site.
– Link content to social media posts to encourage conversation about the topic.
– Incorporate action-oriented opportunities (opportunities to enter an email, donate, or join) throughout your site.
– Create advertising campaigns that link to relevant sites to draw in new visitors with a specific interest.
3. Consider ease of navigation Create a menu on your site that can direct your users to your content in an easy and efficient manner. Too many subheadings can confuse visitors with too much information and will leave them spending too much time navigating the site. Try to place more technical content or resources into subtabs. By strategically planning your navigational menu, you can decrease time wasted and improve your engagement on the site.
4. Briefly tell your story on the homepage Always consider your first-time visitors when designing the homepage of your site. You have a few seconds to catch their attention and further engage them, so use the homepage to briefly tell your story and to direct their attention to other aspects of your site (such as new content, an event, or more information about a product/service). Don’t overload the homepage with technical documents, too many large images, or overly wordy paragraphs about your services that can leave your visitor overwhelmed or lost. Choose homepage images that are impactful, visually engaging, and relevant to your industry.
Your Marketing Website Design Experts Having a well built marketing website makes all the difference in running your business online. Custom marketing website design allows for content flexibility, and features such as client side editing allow your business to update your website as your needs change and grow over time. Alliance creates custom website development using Drupal and WordPress platforms. We will take your brand to the next level through a site that not only engages and attracts, but converts visitors into leads to help your business grow. To view our online portfolio and case studies, visit our website here.