Making your website stand out in a vast sea of others can seem like an insurmountable challenge. There are so many features and scripts that you can apply to make your site the most intricate or flashiest, but this may not always be the best choice. In many cases, less is more. And now more than ever, it is of high importance to be judicious about how you design your website.
Customers want to be able to accomplish the most possible within a short amount of time they spend on any website. In this blog, we explore 5 simple design tips to help you get the most out of your website:
Tip #1: Adapt an endless scroll format
Customers prefer not having to click too much to get to the information that they desire. Even if you have a lot of information to impart to your potential leads, lay everything out for them in the form of a long, scrolling page. They will be more likely to stay on the page and not navigate away from your website quickly. Studies on the topic suggest that customers prefer a scroll-prioritized site over a click-prioritized site by as much as 30%.
This doesn’t mean that you need to create a ton of more content for a longer landing page. You can simply reformat the content that you had once put on separate web pages and put it all on the front page instead. If you think about it from the point of view of the customer, you are asking for less of an investment from them when it comes to how they navigate your site. If they feel you are being transparent and forthcoming about your product, it makes them more likely to convert.
Tip #2: Stay accessible to your visitors via an appointment booking calendar
Some web design features are just as much about function as they are about form. One of these practical design elements that can ease a customer’s mind is adding an easy way to get in touch with your business. Customers will appreciate a simple calendar where they can see your available times and pick a time to meet with you or set up a consultation when it works for them. An appointment booking calendar like SuperSaaS can increase traffic and interactions with your business.
Here you can see an example of a booking calendar that can be embedded into a website:
A screenshot of SuperSaaS that displays a calendar where reservations can be created.
You can customize the schedule to fit your specific business needs by adding a waiting list, sending automatic notifications, or setting up payment processing. Be sure to find a scheduling software that allows you to import and export customer and calendar information as well as one that can integrate with popular calendar programs and other business apps you may use via webhooks. Both you and your customer will appreciate how easy this makes access to your company.
Tip #3: Avoid the paradox of choice
There is an economic axiom that should always be kept in mind when designing your website. This axiom is called Hick’s Law and it has to do with how many choices a person can process at once. Studies show that the more choices a consumer is given, the less likely they are to make a purchase at all. Those who are given fewer choices are more likely to convert.
This means that if you are selling multiple items, you should try to simplify or streamline the choices for the customer. You can always add an extra page later that goes into full detail about your offerings. But, in terms of first impressions, it’s best to just present the most popular items you offer. In this example from JustWorks, they have bundled their plans into widgets and presented two options on each tab:
A screenshot of JustWorks pricing model that presents choices in manageable segments.
Tip #4: Include a strong call to action
Customers still desire to be directed through the process of navigating a site. A strong call to action can leave them with a lasting impression about what the process of using your company’s product is like. In order to generate leads for your business, you have to be very clear with customers throughout about what is needed from them.
A call to action should also make plain exactly what a customer can expect to get when they sign up for your product or service. For instance, “Sign up today and get the first month free,” is an incentive-based call to action. An example without the incentive would be “Get started with your first lesson now.”
It would be preferable if these calls to action are designed in such a way so as to call attention to the message. Using bright and bold graphics can leave a big impact on the customer’s eyes. Here are some examples of well-designed calls to action:
The call to action for a food service like Plated tells customers what they can expect after they sign up for a meal box.
Tableau’s call to action implores users to check out their product for themselves.
Tip #5: Prioritize responsiveness
More customers access the internet from their phones and other mobile devices than ever before. In fact, it was found that the majority of purchases made online were made on mobile devices in the past year. This means that making your site responsive to mobile devices is absolutely essential when it comes to capturing the optimum amount of leads.
This is more than just making sure the text fits on a mobile device screen. Alignment is a large part of it, as well as adapting graphics for different dimensions. In addition to that, many companies abridge many of their services and pages to make it more easily navigable on a mobile screen. For instance, an endless scroll feature as was mentioned in Tip #1 would probably not be the most optimized format for mobile. This means you may need to create a different format for desktop and mobile devices.
The good news is that there are several tools available on the market to help you test and adapt your site for responsiveness such as Browserstack and Google Resizer. These can make updating your site with a responsive layout simple and easy.
Overall, there are many things you can do to bring your website into 2019 in terms of design. But, it’s important to remember that there are many fads and trends that you have to sift through as you are updating your site. Some of these can be helpful, but many can add clutter to your website and should be avoided. As long as you keep the simple principles of design and convenience in mind, you should be able to optimize your site and start generating leads.