Your website has to do more than provide a digital “presence.” To get the most from your website, it has to be well-versed at sales conversions. Why? Because sometimes your website is a prospective customer’s only link into your company. When it’s down to just the prospect and your website, your website has to be sophisticated enough to close a sale on its own.
Is Your Website Prepared for Sales Conversions?
A number of things distinguish websites that are designed to support sales conversions from those that aren’t. Solid website design is one of the big differentiators. Good website design provides clear, simple and understandable navigation. It draws the visitor’s attention to the most important elements on each page, and it presents these important elements right up front, where the visitor can find them.
Good navigation goes hand in hand with sales conversions. Let visitors know exactly where they are on the site. Help visitors find exactly what they’re looking for, and get visitors to where they’re going as quickly as possible. In the retail setting, nothing is worse than wandering around a store, aisle after aisle, shelf after shelf, looking for something you know the store carries, but you’re not sure where the retailer has put it. Bad website navigation is the digital equivalent of this, and potential customers will punish this lack of sensitivity by leaving the website. Bad navigation is the primary enemy of website sales conversions!
Careful use of fonts is another feature that distinguishes website designs that are built for sales conversions. Clear, consistent, highly readable text can lead to sales conversions. Small fonts, decorative fonts, script, flashing text, scrolling text, multiple fonts or multiple font sizes, jarring font colors and effects, and poorly combined fonts make for difficult reading. Adding font-related challenges to your website design will tire out the visitors, and can turn a simple website visit into a survival challenge!
Your website should present a calm, confident, collected impression of your business – the same professional impression your sales staff would leave if they were meeting with a prospect in person.
In my next post, I’ll present other features of website designs that improve and support sales conversions. In the mean time, if you would like more information about how solid website design can improve your sales conversion rate, please contact our Creative Director, Dave Ramsell or give Dave a call at (330) 243-0651 to set up a consultation.
Photo Credit: mdixon, via FreeImages.com