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What's in the know


Simple changes to make your website sell more

Boon Yang - Tuesday, June 26, 2012


Simple changes to make your website sell more                                        

The most important component to your online presence is your website as this is your online store and the place for your customers to access comprehensive information 24/7.

Obviously, all you need to do is make sure your business is available online by setting up an attractive website to offer your products and services, right? Wrong!

You need a website that is carefully designed to engage with your visitors and convert them into leads and subsequently customers. If your website isn’t working as a fulltime moneymaking and selling machine, then you’ve incurred an expense and not established an investment.

We understand that most of the time its not possible for entrepreneurs to hit the ground running with a professionally designed website. For this reason we have outlined same basic pointers that professional marketers use in developing effective websites. It will assist you if you have some design skills and wish to try it yourself. Otherwise it will give you a better understanding of how it should be done, which will help you make an informed decision once you are in a position to shop around for web designers.  

You may use these tips to make simple changes to your existing website or as a simple guide to building a new website.

Perception is reality! 

Your business will be judged by the way you present it. Your website is your online storefront and every aspect of it must reinforce the credibility of your Unique Selling Proposition (USP) and brand image.

The best way to influence your visitors’ impressions and judgement of your online business is to ensure your website is engaging and effectively conveying your USP. It should have an instant impact and give a positive impression while still representing your business accurately.

Follow these two simple steps to make your website sell more: 

1. Put your visitors first – Usability 

The design of the web page is essentially what captures attention and determines whether someone will stay on the site or move on. Generally users don’t read things thoroughly, they scan. So if there is a huge block of text, they will more than likely skip over it or exit the site completely.  They also don’t scan in a linear fashion; viewers tend to satisfice. If they think an option is close to what they are looking for, they will click it rather than considering which of the options might be more beneficial to them. Functionality is important because people pretty much want to get in and get out.

Three things to consider:

  • Ensure you site loads quickly (you only have 33 – 60 seconds to engage)

  • Who you intend to be using the website (Target Audience – you should already know this if you’ve clearly defined your USP)

  • The purpose of your site (buy online, make enquiry, etc)
2. Design

A book will be judged by its cover and your website is the cover to your business. As mentioned in the first section of this E-book, an effective message adds strength to your business.

The following characteristics have to be taken into account when communicating to online viewers:

Online Viewer Characteristics 

Problem

Solution

  • Online viewers have a short attention span.
  • Web pages have to be highly visual and concise in information. 
  • Online viewing can exhaust viewers through lengthy amounts of time. 
  • Information cannot be too overwhelming and cluttered – it may visually strain web viewers. Line spacing is important!
  • Viewers have complete control over how long they spend on a webpage and what content they wish to overlook. 
  • The Internet is on their time and not yours, getting engagement is key! 
  • Online viewers want to be able to understand your business message with ease. 
  • Your brand message has to be explicitly defined and consistently reiterated!

It can be extracted from table above that layout is a crucial factor in developing your online business.  The layout should generally be simply designed to elevate a sense of easy navigation and professionalism. Here are a few tips on how to improve the level of readability in your webpage. 

  • Content – concise, straight to the point
  • Visuals – strong visuals, not too many that may overwhelm viewers 
  • Colour coordination – depends on the business type but colours must be consistent throughout
  • Fonts – 12 point standard with different font sizes to emphasise key points and headings. The use of italics and bold font is advantageous. 
  • Spacing – at least a 1.5 line spacing with short paragraphs 

The more clear and cohesive a page is, the greater the sense of orientation and therefore, heightened trust between the user and the company.

By getting these two steps (Design and Usability) correct you will achieve instant impact and give a positive impression while still representing your business accurately.