Feb 1 / Richard Ellis/Think Design Today

How to Make Magic and Increase Sales With a High Converting Website

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If you have or need a website or sales page where you market your business, mastering some copywriting skills and search engine optimization (SEO) can help your words drive people to your website. Learn more about SEO in the website checklist below. Website copy skills are also important for every entrepreneur to learn. With even a few content writing skills and tools, you’ll be able to create magic with your website that clearly explains the benefits of your offers. Here are six simple strategies to help create a high-converting website.

1. Audience Appeal

You should spend a lot of time learning about your audience. Being able to first identify your ideal customer and about the problems they face is essential. Once you can do this, you can create a message that appeals to your audience. In other words, determine who your audience is and what they need that you are able to provide. Researching this information will take time and some trial and error, but once you have this nailed down, you can create a clear message to your audience with offers of your solution. If you need an easy way to identify your ideal customer, use this free Ideal Customer Profile Template.

The goal of most websites is to provide information, build an audience, showcase your offers, etc. Begin by capturing your audience’s attention, draw them in, and maintain their interest. Get them to take action by telling them what they need to do in order to receive the benefits you mentioned. Always focus on benefits rather than features.

Finally, make your call-to-action clear.

Create content that grabs your website visitor’s attention first, then draws interest and desire before leading them to take action.
To do this, describe the problem in detail. Share your transformational solution. Show them the results they will get if they use your solution. Your solution could be a service, product, newsletter signup, etc. Never assume your website visitors know abbreviations—so avoid acronyms. Cut down sentences so they’re as short as possible while still staying natural and conveying the message.

2. Be Different

Don’t be afraid to take chances. The best website content is uncommon. It stands out from other web content and can be identified above the noise of overcrowded competition. Being unique will certainly help you and your website stand out and be memorable. It garners attention and can leave a long-lasting memory, especially if you are able to provide a solution for a unique problem.

Take some time and see other websites that grab your attention. What is it that grabs your attention? What do you like most about it, and why? Start taking notes on ideas when you find them and try them out and see if any work for you.

3. Purposefully Showcase  

The purpose of having a website or sales page is to share your offers with people who visit your site. If you have a business, then you are surely attempting to persuade your website visitors that you are legit and to purchase your products and services.
Your website is a place to provide information about you, but more so how you can help your website visitor. There’s debate on whether or not your picture should be everywhere on your website. Building a relationship with your audience is important, however sharing multiple photos of yourself doesn't quite achieve that. Just try not to over do it. People are looking for solutions rather than a recent 5x10 of you holding a cup of coffee. Perhaps you’ve seen a dull website with dark colors over tiny font, low-quality images, or too many distracting videos which left you wondering—Who are they? What do they sell? Can they solve my problem?

The lesson here is to bring clarity to your website content. If you make it difficult for your visitors to figure out what you do, they will click away. If you have too many images, they will wonder what it is that you really do and what are you offering. If you use a personal email address, instead of an email address with your company domain name, this makes you and your site look unprofessional. The exact opposite effect you want when people go to your website.

Finally, if you load your website page with too many things to click. It causes confusion because your website visitors won't know what to "do". Think of those stores who were only “in-person” and now they have an “online” store. Oftentimes, the website visitors will click on a few things and leave the site not knowing where to go to get what they need. Then go to Amazon where the shopping experience is known for being super easy. For example, it’s like going into Best Buy to buy two quick items, you quickly get distracted and sometimes overwhelmed because there are simply too many things to look at. There is no reason to show everything all on one web page. Instead, segment your  transformational offers so as to not overwhelm them. Take control of the navigation, remember it’s your website and you can show and lead them on the journey of visiting your website.

4. Describing Your Offers

The reason why you want traffic to pour to your website is to show your offers. The description of your products and services serves as your very own salesperson….just online. You will need some insight into your ideal customer’s challenges and pain points because it will help determine if your product or offer is something they will buy. Your description should be written to attract your audience as well as be easily found on search engines. Keep it concise so your website visitor can find what they need by simply glancing at your website or sales page. After all, the attention span of website visitors is quickly decreasing. Whatever you are offering should be clear—a physical product, digital product, services, etc.

5. Call-To-Actions

Every website should have a call-to-action. A call-to-action is a short statement or phrase that tells your website visitors what they need to do to get the benefits of your offer. What are you bringing people to your website to "do"? For example, if you want a website visitor to subscribe to your newsletter, you need to invite them to click on the link or button on your site. Remember the goal is to lead your website visitors to take action and do something. That’s the primary purpose of your site and every piece of content should be created to direct them to your call-to-action.

Also, be sure the headlines on your website are attention-grabbing. You don’t want your website visitor’s attention to fall flat. Your paragraphs should be succinct and quickly get to the point. That means short sentences and short paragraphs. You don’t want them getting lost on the way to your call-to-action.

6. Time Is Of The Essence

If you have a new or existing business and you do not have a professional website, don’t hesitate any longer. Remember, a potential client is probably searching for or looking at your website right now. Professional website designers are really great at making your dream website. They will work with you to optimize your website for SEO and improve your web presence. However, if you’re an entrepreneur watching your expenses, willing to create it yourself, and in a time crunch to get up and running quickly, I highly recommend creating your new site with Weebly. They have dozens of templates you can use to build your website. They are affordable, work especially well for those who are selling physical products, but they also have features that can make your service-based business work.  

Finally, think about what you're offering now and what you want to offer in the future. For example if you want to offer courses, more products, or have a blog in the future, you may want to select an all-in-one platform to make it easier to grow without having to take your site down to rebuild it or move it to another platform. To learn more about all-in-one platforms see our blog post on our Top 5 eLearning Course Platforms. 
Whichever you choose, be sure to look ahead at what you want your business to look like today and in the future. This way you only have to build your website once!

Got questions, looking for answers?—Just Ask Sherry.
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Richard Ellis is a Team Consultant with Think Design Ed. He has 15 years of experience in instructional design, course development, and digital media design. His expertise is in optimizing engagement, video, audio, animation, and graphic design. He enjoys all things digital.

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