Website Design Cheshire & Manchester

More Than Just Web Design: Conversion Design

A website is a virtual vacuum cleaner pulling in visitors by the score and converting them all into customers. At least, that’s what it should be. It’s not a friendly reminder to the world that your company exists or somewhere to dump a portion of the marketing budget. It’s an engine for conversion or it’s nothing.

People visit your website because they’ve identified a need for a product or service, searched for a company that could provide what they’re seeking and were presented with a link to your website at or near the top of the search results. Whether they “convert” or not will largely depend on how long they have to wait for your site to load and how easy or difficult it is to find what they came for.

All of this highlights the 3 main components of any successful conversion, beyond the product itself:

An SEO friendly website that appears prominently in search results - Less than 10% of people venture beyond the first page of search results.

An engaging, fast loading website - Studies indicate visitors will typically give a site 4 seconds to load before hitting the ‘back’ button. Some studies suggest it’s actually less than that.

A clear presentation of your products or services on the website - More than 80% of visitors will exit within 30 seconds if they haven’t found what they’re looking for.

Responsive Websites vs. Mobile Websites

Web design has undergone fundamental changes in the past decade or so. Few could have foreseen the day when billions of human beings would be carrying high-speed, Internet ready smartphones and tablet computers on them everywhere they went. But that day is here.

Responsive web design arose to meet the needs of businesses who were missing out on conversions because their old websites had rigid structures that could not adapt to the new display platforms. The responsive websites we build for our clients today detect the device in play and serve the appropriate layout, dimensions, content and device-specific features that enable businesses to present their product or service effectively and get back in the conversion game.

However, if redesigning your current site to make it “responsive” or building a new fully responsive site from the ground up are not viable options for your company you’re not out of options because we can create a separate version of your site that is fully compatible with mobile devices. Thousands of companies today have mobile sites and they often receive more traffic and deliver more conversions than their more traditional PC or laptop compatible sites.

Let’s Not Forget the Call to Action

In Shakespeare’s Henry V, the eponymous king delivers a 407 word long call to action that is perhaps the most famous in the history of the language. Stirring stuff that. Unfortunately modern attention spans are not what they were in Henry’s day and a call to action today needs to be short and to the point, but never so insistent that it scares off potential customers. If people are hitting the ‘back’ button because your call to action is interfering with their experience it’s time to rethink it from a web design perspective. Give us a call. We can help.