Improve Your Website With These 6 Small Changes
If you're running or building a business, of any kind, you most likely have some goals. They might be monthly or yearly goals, but you're trying to achieve something here right! For some people, their goal of the month might be to build their subscriber list, or to sell their new e-book. It might be to book more clients, or to drive people towards your portfolio. Whatever your goal is, there are ways of tailoring your website to help you achieve them! One way we've been doing that for our own site, as well as for clients, is by using a couple of marketing strategies...
Have you ever been on a website that just feels like all they want to do is sell you something? You might get put off by it, close the site and wish people would stop trying to sell shit to you like it's some sort of cheesy infomercial. That standard selling and promotion page on a website is called a lead page. This style of design is a one page site that will show only the thing you're promoting, and NOTHING else. No navigation; only tons of buttons to buy, purchase, and download. They shove their product in your face, give you tons of stories of people who have bought it, downloaded it, and seen success. They take the 5 key elements of a homepage, and supercharge them! But that marketing technique, when implemented correctly on a web page, may make your website worth paying attention to!
So what can we learn from this style of web design? Well, these pages do something well; they focus a visitors attention to the one item at hand, and give visitors no other option or distraction from that item. There is no way of navigating to the rest of the website, and therefore no way to do anything but read about, or buy, what is being sold to them. Bounce rate here could be high, but if you're marketing to the masses, you're going to have 3x the success rate with this style of design, for the people who do stick around.
But, if you take that marketing strategy, strip away the pushy sales aspect, and apply it to your own site using certain web design elements, you're now left with what's known as an upside down landing page. Essentially, the idea is that you take all the key elements of a website and "flip them". Think about what you see when you visit a traditional website - logo, image, navigation, etc. Now take that navigation, and put it at the bottom of a page, and you've set yourself up for goal crushing success!
Seems crazy, eh? Well it really works! By putting your navigation at the bottom, it forces your visitors into actually scrolling through your landing page and looking at the important content on there before they reach the menu bar. Plus, it is the perfect tool for personal goal setting on your site! By deciding on one goal (such as increasing newsletter subscriptions), the upside down landing page lets you focus on designing your landing page around that goal, making your chances of success much higher. Clean up your navigation, push all other pages to your footer, and guide visitors through a clean story that takes them to a bold call to action. Encourage them with strong, clear cut language to click, buy, download, contact, etc. So, start determining your goal to encourage visitors to do the one thing you need them to do!
To help you out, here are 6 tips to make your goal happen:
//1. TIDY UP YOUR TOP NAVIGATION
Most likely, your website has a navigation that you see as soon as you land on your website. Think about what is there that could be removed to make your navigation more succinct . How can you simplify it? A good trick is to think about what pages bring in more visitors, or visitors have to return to more than once. For example, if you have a blog, it would make sense for this to be a category in your top navigation, because readers will be able to access that page again with ease if they want to read more blog posts. The menu can also be made using condensed navigation that has to be clicked on to be viewed, but we'd recommend leaving it at 4 items max, and move the rest to your footer.
//2. CLEAN UP YOUR HOMEPAGE
Read this post on the 5 key things your website needs, and consider leaving it at that. For this style of web design to be most effective, you'll want a strong image (of you, your product, or service) to be the first thing a visitor sees, along with a key message and a call to action. From there, you can explain more with a direct paragraph (or two!), some follow-up images, social proof, and another call to action at the bottom.
//3. WATCH YOUR LANGUAGE
Make sure all the language you use matches the personality of your brand and gives clear instructions on what you want someone to do. Tell them to click, tell them to get in touch - be strong, be clear and they'll do it!
//4. INCLUDE AT LEAST 2-4 CALL-TO-ACTIONS
Large sections, or buttons, that ask a visitor to take action are super important! Use your strong language, and include a call to action at the top of the page, and again at the bottom above the footer. This will ensure that visitors have the chance to take action at every necessary stage and allows them to flow through your page (and story), be convinced, and then take action.
//5. MAKE AN EASY TO UNDERSTAND FOOTER
Footers are often the end zone. Cluttered, dead, distracting, and mostly there to be ignored by visitors. Think about how you can use this section of your website as the follow-up to the page and path you've just directed visitors through. They've read your story, and maybe they're looking for more info. Break up your footer into sections of further links that a visitor can click through to if they don't click on your call to action.
//6. KEEP IT SIMPLE
Arguably one of the most important things to consider when designing your site, is simplicity. Don't overwhelm visitors with options, info and text. Keep things as simple and easy for them as possible. This even applies to your contact pages! For example, our contact page asks visitors for their name, e-mail address and a brief message. We found that this encouraged more people to inquire about using our services!
Combining these six tips to an upside down landing page, and ensuring you have the 5 key elements of a homepage, will help visitors better understand what you have to offer them and make them feel more likely to act. By simplifying this page with one main goal allows you to curate your site to better direct your visitors attention to where you want them to focus and will help you better achieve your goals!