Before you even think of tinkering with your website… I recommend you read every word of this.
“A Business Owner’s Guide To Getting A Highly Effective Web Design”
Dear Business Owner,
Today, I want to give you a “do this, not that” head-start to getting an effective web design for your business.
I say effective, because…
Effective web design focuses purely on results.
The results of generating more sales and customers for your business.
Pretty web design counts for nothing if it’s not generating sales and customers.
Effective web design can have super model looks but it’s success will always be based on how many new calls, leads, enquiries and sales or customers it’s delivering for the business.
Beware of cheap web design…
Actually getting a website up and running is a simple enough exercise.
Web designers are two a penny these days and frankly you can have your own corner of the web for less than a tenner a month.
The problem is though, a website without concern for some key ingredients will hinder more than it will help.
Furthermore many web designers are often oblivious to these key ingredients.
Just firing up a .com with a few pictures and contact information using a cheap template will botch your chances of success.
Even worse it will squander a golden opportunity to create a website with the power to completely transform your business.
So how can you be confident of getting an effective web design?
As a business owner it’s not your job to worry about the technical building blocks of your site.
Instead focus on what you should take responsibility for and also what to expect and demand from your web designer.
So here’s how this guide works…
You’ll discover what are the 3 main components of a highly effective web design.
And crucially, how the roles and responsibility are divided between business owner and designer.
The 3 critical components (in order of importance) you as a business owner need to consider when getting your website designed are as follows…
Clarity of Purpose
Clarity of Purpose
Wanna know what’s the biggest threat to the success of your website?
Videos of dancing kittens and little red notifications.
Or put another way…distractions.
Your typical online user has the attention span of a drunken goldfish.
So if you want to grab their attention and hold it long enough to get your message across.
Your message damn well better be crystal clear.
And how do you make it crystal clear?
Have clarity of purpose.
In other words, know exactly what you want the first time visitor to do.
It’s your job to know this. Not your designer.
That begs the question what should your first visitor do.
The answer will depend on your business.
To help here’s some useful exercises to figure it out for your business.
In reverse order, list out the chain of events a visitor would have to go through to become a customer.
My local phsyio is a great example.
I have been road running for a number of years now and recently the back of my right leg was cramping up during runs to the point where I had to stop and hobble home after a couple of mile.
Queue a google search…
Found an article which described the symptoms to a tee. Solution…surgery and 6 months rehab. If it was a bad case, maybe even amputation.
Ok a tad dramatic…but that’s self diagnosis for you.
Not liking those options, it was time to actually seek professional advice.
So next step was back to google and search for local physios.
Half dozen sites later, I found one who specialised in sports related injuries and was offering a free consultation.
Another few minutes to read some testimonies and make sure this physio was legit, I called to book the first of many appointments.
Thinking back, to become a paying customer…I had to go through the following steps.
Step 6. Pay the receptionist with credit card
Step 5. Go through treatment (Paid)
Step 4. Go though initial assessment consultation (Free)
Step 3. Call to book initial appointment
Step 2. Research list of local physios
Step 1. General research about my injury
The purpose of the physios site is simple – get more customers.
The best way to do that is to get a prospect to call and arrange a free consultation.
Clarity of purpose was clear as day on this site. “Make an appointment for a free consultation”
What steps must your customer go through to become a customer.
Identify the step which your customer is most likely to take on a first time visit.
This step is not set in stone. There’s not one single right or wrong answer.
Ultimately, you need to test out a few different options and see what your visitors respond best to.
Check out what your successful competitors do.
Pay attention to what they want you to do the first time you visit their website.
Call? Sign up? Shop? Book appointment? etc.
If it works for them, it should work for you also.
Visualise meeting your ideal customer face to face for just 30 seconds.
What would you say to them to get them to take action (the next step to becoming a customer).
You need to tell them what to do and why they should do it, right?.
Think of it like the headline for your business.
It needs to grab your visitors attention and peek their interest enough to take action.
Consider what type of offer would appeal to your target customer.
This doesn’t need to be a discount or a coupon.
You just need to think of how you can provide value in exchange for attention, interest and ultimately action.
By doing these exercises, you should be able to identify what your first time visitor should do and come with a compelling reason for why they should do it, all of which aligns with your overall primary objective…more sales and customers.
There’s a saying in the online world which has been beaten to a pulp…and for good reason.
“Content is king”
It was put another way by John Caples…
“What you say is more important than how you say it”
In short this means you need to concentrate more on the information you provide on the website than the frilly stuff like animations, graphics, icons and even images.
The language and words you use are what connects your site visitor to your business.
Ultimately that’s what gets your visitor to take action…not a glossy 3d button.
So what sort of content should you add to your site? What should you say?
Well that’s easy…
Anything that would help persuade your visitor to move one step closer to becoming a customer.
Your visitor only cares about what’s in it for them.
Backstories about how your great uncle started the business 80 years ago adds feck all persuasion value.
Instead your content should demonstrate you can solve your visitor’s problem or satisfy their desires.
Your designer will be able to assist you with what type of content to add.
Though ultimately the responsibility for content creation rests with the business owner.
Strangely, of the 3 components aesthetics has the least impact on a sites effectiveness, though the one most web designers wax lyrical about.
Things like, rule of thirds, visual hierachy and devine proportions.
The reality is I have seen ugly sites achieve tremendous success and award winners that tanked.
Case in point…Ryanair.
One of the most successful websites ever. But FFS, do they make you jump through hoops.
It goes to show the right appeal (for Ryanair; undeniable cheap air travel) will trump fancy design gimmicks all day long.
That’s not to say good asthetics are not important.
The reason why is down to trust.
Good Design Builds Trust.
And people buy from people they know, like and TRUST.
The other reason why you should have good looking design is because it’s easy.
Well I mean it’s as easy to have good looking design as ugly design.
The best looking websites are inherently the most simple, easy to navigate and least cluttered sites.
That means they avoid excessive use of sliders, flash, wild colours and glossy icons which try to jump off the screen.
They also let the content breath with “white” or empty space. All of this helps direct the user to your most important content.
Remember the last site you visited which bounced your eye around like a ping pong ball in a hurricane.
Probably not, because you hit the back button so fast.
So with that in mind.
Use the KISS approach.
Keep It Simple Stupid.
Present your business online as you would in a real world scenario which reflects your brand values, personality and business objectives.
Use tasteful and consistent design when considering any of the following activities
- Logo design, Graphics
- Web Design, Content, Images, Product & Service Descriptions
- Branding Literature, Promotional Material
- Social Media Channels
After all, it’s your ONLINE SHOP FRONT.
And like any aspiring business, your shop front should be…
- Clearly display your product and services
- Easy to get around
- Portray a positive image of your brand, business values and personality
- Resonate with your target market
Be guided by your designer. They do it day in and day out.
And remember just because you like a particular colour, font or logo doesn’t mean it will appeal to your customers.
Reach out and get as much feedback from peers, customers and trusted advisers as you can. Don’t rely on close friends or family. The will be reluctant to disagree with your opinion.
If you need a new website or just want to turbo charge your old one…
I CAN HELP, BY GIVING YOU A WEB DESIGN RUTHLESSLY DEDICATED TO GETTING MORE SALES AND CUSTOMERS ONLINE!
So that your phone will ring, inbox will ping or door bell will chime with a constant
flow of new enquiries, leads and customers…
all because you have a website designed with this sole intention.
You’ll get to enjoy that confident feeling of knowing where your next customer is coming from
and banish worries about how to grow sales in the future.
You’ll be able to plan with certainty.
And you can start making your business work for you rather than you constantly fire fighting for your business.
Sound like a plan?
Ok here’s how to start…
The first step is to arrange for your Free 30 Minute Consultation.
You can find the button to arrange this at the bottom of this page.
During this call, I will personally review your current online position
and advise you of some quick and easy improvements.
Whether we work together or not…I want you to walk away with
some quick wins you can put to use on your business right off the bat.
- This an opportunity to demonstrate I know my onions when it comes to this online malarkey.
- You to get value out of the call so your time is respected.
- And let’s be frank, a percentage of calls turn into paying clients.
Understand though, there’s no obligation to sign up to anything. And there’s no high pressure sales pitch.
Before you head over to arrange the consultation.
There’s a few caveats.
- I can’t help everyone. Some businesses or industries may not suit my style of marketing or quite frankly may not hold interest for me.
- I am not the cheapest. If you are shopping around on price only. I won’t be for you. Nor do I wanna be. To get the best outcome, each project needs time and energy, both coming at a premium. What I can assure you is…you’ll get unrivalled VALUE which is results driven.
- I work on a retainer basis. Meaning, you pay a monthly fee which aligns with your budget and the scope of the work involved.
- Though the minimum retainer for any project is €100 plus VAT per month. If this is outside your budget. Sorry, I am not for you.
- Design projects involve a minimum 6 month contract. This helps your cashflow by spreading the design costs over a longer time period and let’s us develop a strong long term working relationship.
- Finally we must share similar values. Serious business owners with ethical and top quality products and services only please. If you are anything other than 100% committed to making a success of your business online, I walk, simple as.
Risk Free Project
You also get a full 30 Day money back guarantee so if it turns out we are not a fit, you can cancel to get a full “no quibble” refund and everything returned to as it was.
All this means you can begin your project completely risk free.
So if you are ready to get started,
Click the link at the bottom of this page to arrange your free 30 minute consultation.
Look forward to hearing about your business.
P.S. If your are interested, don’t dither. I can only dedicate a few hours of the week to Free Consultations. The diary fills fast and once the slots book up for the month ahead I close the diary after which you’ll join the waiting list for the following month.