Creating a Website That’s Focused on Sales Conversions

When creating a website for your business, it’s important to keep your ultimate goal firmly in mind. Since you’re most likely trying to sell a product or service, there are a few things you should consider before you begin.

Use Conversion-Centered Design (CCD)

As its name suggests, Conversion-Centered Design (CCD) is a concept that that uses a well-planned combination of design elements and text to achieve a specific goal. On consumer focused websites, this goal is generally selling or “converting” visitors into customers. When used effectively, CCD can result in a website that provides a more efficient and user-friendly experience for the user, as well as one that increase sales and customer loyalty.

Keep Important Content Above-the-Fold

In newspaper jargon, this is the top half of the front page of a newspaper that’s visible when the paper is folded. In web terms, this is the upper half of a web page that’s visible without scrolling down the page.

It’s important that you place your emotional and logical content above the “fold” in order to engage the user upon first visiting the site. This is where you’ll try to grab a customer’s attention and lead them to explore the site further.

It’s generally best not to place your call-to-action above the fold. If you ask the user to make a decision too soon, he or she may get scared off. Alternatively, if you place it too far down the page, the user may lose interest. The ideal location for the call-to-action should be directly after the fold. This gives you enough time to pique their interest and get them engaged.

Use Landing Pages

Landing pages are an effective way to target your product or service to different types of customers. You can create multiple landing pages for a specific product or service and test combinations of graphics and copy to see what works best.

For example, you could have one landing page targeted at millennials, one targeted to those 35-65, and one targeted to seniors. All three have the same goal but allow you to you address customers in a manner more relevant to them personally.

Use Testimonials

There’s a reason that customer testimonials have been around as long as advertising has existed. They’re an effective way to remove perceived risk from a purchase and address potential customers’ questions and concerns.

Ideally, you should feature at least one or two on your landing or home page along with a click-through to another page where all of them are visible.