How to Create a Website That Makes the Sales for You
When it comes to your website, first impressions are everything. Doubly so if you want a website that makes the sales for you. Your website is often the first interaction your potential customer has with your brand.
As a copywriter and a website designer, I’m often approached by people who have a very firm idea of what they want in their website. But sometimes, what they think they want is not what their brand/business needs.
Let me put it this way ⬇⬇
So even if you have the most attractive website in the whole wide world, it won’t lead to more sales if all these ⬆⬆ other aspects of a sales-focused website are not met.
No need to break out into a cold sweat just yet. Incorporating these elements into a small business website is easier than it looks. Especially if you have a little help. You can DIY your site with the help of free tutorials or by paying a professional to coach you. Of course, the easiest way is to hire a professional to do it for you.
You can always start by incorporating the basics of these elements and then work your way up to the finer details. Whatever you decide, it’s always good to know what you actually need to focus on.
But before we do that, let's talk about the (not so) secret sauce that holds all these elements together….
KNOWING YOUR IDEAL CUSTOMER
Whether you’re creating your brand, writing copy for your website, or designing it, you NEED TO keep your ideal customer in mind. So BEFORE you start any of the above, ask yourself these questions:
What do you do? Why do you do it? Who do you do it for?
Who do you think will benefit the most from your offer?
What are their deepest fears and pain points in relation to your offer?
How is their life right now? What are the problems and challenges they're facing?
How will their life be different after using your offer?
You can also turn it into a little crowd-sourcing exercise and ask people in your niche or people who look like potential customers these questions. Or you can stalk (in a non-creepy way of course) your ideal customers on social media or online forums and figure these questions out yourself.
After all, you can’t create something for someone and expect them to buy it without knowing how they’ll react to it.
Once you’ve identified your ideal customer, their likes and dislikes, the way they talk (and like to be talked to), how they perceive products similar to yours, what brands they like and follow, and so on...
You can incorporate the information you found into these elements ⬇⬇ and create a website that makes the sales for you!
1: Cohesive Branding
Your brand is more than just your logo. It’s how you express yourself (and your business) both, visually and while speaking/writing/responding to your stakeholders. The basic visual elements of a good brand include your logo, imagery, typography, colors, and creative design. Ensure that all of these elements are the same on each page of your website. Plus every platform your brand is present on.
A cohesively branded website can differentiate your business from competitors, build trust with your audience, and give them the right first impression leading to increased recognition, more sales, and engagement.
2: Your website copy
Website copy is the text that leads your visitors through your website and tells them what they need to know about you and/or your offer. A good website copy ensures that the people who come to your website take the action you want them to take. It’s more than just good grammar. It’s how you use your words and set your tone to convince your customers to choose you. It’s about how you can differentiate yourself from the rest of the herd.
You can do that by focusing on your customers' wants and needs. Your copy should tell your customers that you understand their problems and challenges. You can do that by addressing their pain points. Followed by showcasing your solution to them. Tell them what makes you/your offer different from the rest. Write about how their life or business will change after they work with you. Throw in some great testimonials as social proof.
Remember…Your website copy is NOT about YOU. It’s about your customer and the value you can give them.
3: Speed and mobile responsiveness
The time and effort put into creating a high converting brand, design, and copy won’t matter if your website isn’t fast or mobile responsive. While this doesn’t directly increase the number of sales you get, it will definitely impact how long people stay on your website and actually look at your content. If a website takes longer than 2 to 5 seconds to load, people tend to leave. The same happens if your website loads on time but is not mobile responsive.
Not mobile responsive = the website looks great on a laptop but goes all wonky on different screen sizes.
More and more people are looking at websites using their phones. And if your website is not mobile responsive, your brand might be perceived as unprofessional or not worth investing in.
If you want to bring people to your website directly, i.e. appear in the first few searches in your niche on the web, SEO is important. Search Engine Optimization can increase your visibility and reach online, and help you make more sales. If you’re using WordPress and just starting out with your blog posts without any help, use the Yoast plugin to help you with SEO. It involves keywords, backlinks, inbound and outbound links, header and title tags, and more.
Psst... In case anyone needs to hear this, keywords are the words your customers type in google when they’re looking for an answer to their problems online. So knowing your customers and their pain points in relation to your offer will really help you know what they’ll be looking for. Once you’re aware of that you can use those words as keywords in your blog posts. (If you’re writing blog posts that is)
5: User-focused design
Design is a lot more than just the visuals – user-focused design doesn’t just refer to the way websites look – but how they work too. A website that is user-focused (i.e. built with your ideal customers in mind) is one of the best ways to drive more sales.
User-focused or user-centered design is the process of designing websites in a way that will help a tightly-defined group of users (your customers and soon-to-be customers) accomplishes the goals they have for themselves and the goals you set for them. - John Macdonald
The key is to design for speed and simplicity. If you make it easier for your visitors to reach their goals, they will see the value in your offer.
So here it is, a little info on how to create a website that makes the sales for you. To sum it up get to know your ideal customer (i.e. Who you want to sell to) really really well. Once that is done, focus on your copy, branding, and website design and development.
I mean, if you don’t know who you’re addressing, how will you know what colors and fonts they react well to? Or how you’ll speak to them and convince them to choose you? Once you hit the nail on the head by knowing your ideal customer and the goal of your website, watch the moolah rolling in.
Need help writing or designing your website? Book a free strategy session with me. Let’s talk.
Copywriter | Website Designer | Content Strategist
Drashti aims to use her skills and combined experience over the years as a writer, designer, and entrepreneur with a business degree to help small businesses owners, creatives, coaches and freelancers create content that speaks to their audience, inspires them, drives leads, and generates sales. Efficiency, creativity, and honest hard work are the three mantras she lives by. When not writing or traveling, you can find her with her nose in a book or elbow deep in her latest DIY project.
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