Do you feel that something seems off with your website? Traffic is lower than expected and customers aren’t sticking around or converting. The problem could be that your website just isn’t resonating with visitors. So how can you make your website appeal more to your target clients?
As an entrepreneur, you know how important it is to connect with your audience. The good news is with a few simple changes, you can make your website appeal much more to customers and boost your business.
In this guide, you’ll learn easy ways to improve your website’s appeal and start attracting more of the right visitors. We’ll show you how to highlight what makes your business unique, use words and images that build trust, and create a customer experience that leaves people wanting more.
With a more compelling, engaging website, you’ll turn curious visitors into loyal customers and see your business growth take off.
Read on to discover the secrets to making your website impossible for customers to ignore.
Guide Their Experience With Strategic Menu Design
Friends, many websites could be optimized to better help visitors and grow their business. Most menus follow a standard format like Home, About, Products, Services, and Contact Us. While this works, think about what you truly want people to do on your site.
If your goal is to connect with customers, consider highlighting the “Contact Us” button more prominently. A friendly label like “Get In Touch” may encourage visitors. Leading companies focus on clear calls to action throughout their sites.
It’s natural to assume we all make independent choices online. However, subtle influences can gently guide us without limiting options. Just as skilled performers craft experiences, website owners can thoughtfully arrange menus. The aim isn’t to manipulate, but to make desired outcomes easy while respecting each person’s freedom.
Small adjustments could help more visitors find what they need quickly. Your customers’ satisfaction should be the priority in any interaction. I hope these respectful suggestions provide ideas for positive growth through welcoming and helpful digital spaces. The opportunity exists to enrich experiences for all.
With the right menu design and psychology, you’ll guide customers to the experience you want them to have. And they’ll thank you for it!
Increase Engagement Through Social Reciprocity
If you want to keep visitors engaged on your website, employ the power of social reciprocity. This psychological principle states that when you offer something of value to someone else for free, they feel obligated to return the favor. How can you use this on your website?
Offer a lead magnet like an ebook, checklist, or video in exchange for an email address. Once someone opts in, they’re more likely to make a purchase or donation since they received something from you first.
Building relationships and trust with your audience is key to future engagement and growth. While pop-ups can be an effective way to invite website visitors to stay connected, it’s important to offer genuine value in return. People appreciate brands that make them feel respected and provide helpful information without pressure.
One approach is to carefully time a friendly pop-up invitation only after someone has shown real interest in your content or offerings.
This helps ensure the invitation will be well-received. Offering a free resource in exchange for their email demonstrates your desire to be a helpful partner, not just make a sale.
For example, suppose you own a dog training business. Visitors come to your site to learn more about obedience classes or find tips on house training a new puppy. As they browse, a pop-up offers a free downloadable checklist on “10 Tips for Housetraining Your Dog” in exchange for their email address. Many dog owners would appreciate practical advice, so they happily provide their email to get that useful freebie.
Another example is only allowing access to desired content or tools after the user takes an action like following you on social media or subscribing to your mailing list. For instance, if you run a DIY home decor blog, you might offer a downloadable wall stencil template in exchange for an email signup. Design the stencil to appeal to your target audience and their interests. Bundle their desire for a useful freebie with your goal of building your mailing list.
It’s also wise to focus your marketing efforts on those who have already shown they find value in what you do. Since they already like and trust your brand, they are more likely to respond positively to future communications. By continuing to deliver genuinely useful information and treating all people with equal care, you can build an engaged, supportive community around your message over time.
Relationships require mutual understanding and respect – with patience and goodwill, your audience relationships can flourish.
Bundle Customer and Business Reasons Together
Every successful business understands that it must meet customers where they are – addressing their needs and reasons for coming, while also furthering the company’s goals. This is simply good customer service.
When visitors arrive at your website or store, they come with certain purposes in mind – tasks to complete or information to obtain. The savvy business gently guides visitors from fulfilling these initial purposes towards opportunities that create mutual benefit.
Just as grocery stores place pharmacies and milk near other products, hoping customers will discover additional options, websites can be designed to thoughtfully expose visitors to related offers during their experience.
This approach need not feel manipulative when handled respectfully. Facebook, for example, ensures event-seekers view their news feed first, where community and shared interests may spark new connections or insights. When a company focuses first on understanding and then respectfully serving its audience’s true needs and interests, both parties can find reward. Rather than seeing this as “maximizing time spent consuming”, we might view it as maximizing opportunities for meaningful interaction and exchange.
The goal, it seems to me, is not to separate customer and company purposes but to find the shared purposes where they intersect – where fulfilling one naturally serves the other through beneficial experience. With openness and care for all involved, this can strengthen relationships rather than strain them.
Business acumen and goodwill need not be opposing forces when we meet with empathy, honesty, and care for human well-being above all other ends.
Boost Credibility Using Social Proof
To boost credibility and convince visitors your business is reputable, incorporate social proof on your website. Social proof refers to evidence from unbiased third parties that shows your business is trusted and provides value.
Feature authentic testimonials from satisfied customers. Include a photo of the customer and their full name for maximum believability. Video testimonials are even more persuasive. Ask happy clients to share their experience with your business in their own words. Display 2-3 testimonials prominently on your homepage and product pages.
If your business has been featured in local media or industry publications, display snippets from the articles on your site. Mentions in credible media outlets strengthen your brand authority. Link to the full articles so visitors can read more.
Memberships and Awards
List any well-known organizations your business belongs to or honors and accolades you’ve received in your website footer. For example, “Voted Best Small Business of the Year by the Springfield Chamber of Commerce.” These credentials demonstrate third-party validation of your products and services.
If leaders in your industry have endorsed your business, ask them for a quote you can publish on your site. An endorsement from an influential person or brand in your niche is extremely persuasive to visitors. However, only request endorsements from those with a genuine interest in your business to avoid seeming inauthentic.
Using multiple forms of social proof helps convince website visitors your products are high-quality and your business is reputable. The more evidence you provide from impartial third parties, the more you boost your credibility in the eyes of customers and clients. Social proof is key to building trust and winning new business.
Optimize Page Elements With Fitts’s Law
Optimize your website’s page elements by applying Fitts’s Law. This law states that the time it takes to move a pointer to a target depends on the distance to the target divided by the target’s size.
Designing well-spaced, large targets and putting them in smart spots can make interacting with your site easier. Fitts’s Law helps predict how to lay out your page for the best usability and efficiency.
To boost conversions for sales or signups:
- Shrink the gap between buttons and links. The less far users have to move their mouse or finger, the quicker they can tap or click.
- Make calls to action and links bigger. enlarged buttons and links are easier to hit accurately.
- Put the most important buttons and links in the center of the screen or at the top of the page where they’re most visible. This prime real estate will get the most attention and clicks.
On the flip side, to deter an unwanted action, do the opposite:
- Increase the distance between elements. More space means more time and effort to navigate.
- Shrink the size of buttons and links. Tiny targets are harder to accurately select.
- Bury key links at the bottom of the page or off to the side. Out of sight, out of mind.
Optimizing your page layout and calls to action with Fitts’s Law in mind can significantly impact how people interact with and convert to your website. Make the choices you want visitors to pick simple and straightforward. And make the options you’d rather they avoid more difficult to choose. Your users may not even notice these subtle influences, but their behavior won’t lie.
Building a website that truly appeals to your customers is an ongoing journey, not a destination.
Remember, a beautiful façade isn’t enough – you need a digital haven where they feel understood, welcomed, and empowered to take action. By implementing the tips in this article, you’ve taken a giant leap towards that goal.
Your customers will appreciate the improved experience, stay on your site longer, and keep coming back. And when customers stick around, your business benefits.
What are you waiting for?
Waterfront Graphic Design is your partner in crafting a website that’s more than just a digital storefront.
It’s your flagship, your lighthouse, your gateway to success.
We’re not just pixel pushers; we’re storytellers who dive deep into your brand, understanding its unique voice and values. We build websites that feel like journeys, guiding users with intuitive navigation and visuals that spark emotions and inspire action.
Contact us today and discover the power of websites that truly connect.
P.S. Mention this blog and receive a free consultation – we’ll identify any hidden reefs on your websites that hold you back!