Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
October 15th, 2015
Are you ready to rumble?
With our next monthly episode of Website Throwdown just under a week away (HubSpot’s Luke Summerfield is our guest, don’t miss it!), I wanted to take a minute to share some of the biggest takeaways from last month’s broadcast.
Joined by Brent Summers, Digital Telepathy’s Director of Marketing & Content, we critiqued a variety of different websites selling everything from legal services to bacon-scented soap for men.
While the businesses came from drastically different industries, as always, there were several valuable UX lessons that Marketers from all walks of life could learn from.
Here are 6 of most prominent, ready and waiting for your retweet.
1. “Bring industry proof to the forefront. That helps build trust and credibility instantly.”
Bring industry proof to the forefront. That helps build trust and credibility instantly. #WebsiteThrowdown
You know what they say; if you’ve got it, flaunt it.
If your users, peers, associates, or past and current clients have nice things to say about you, capitalize on that to build new relationships.
Showcase your social proof (be it testimonials, case studies, partner logos, certification logos, or industry awards) prominently on your homepage or landing pages. Seeing this early on in their journey, will help you form a credible, trustworthy image in your audience’s minds from the get-go and ultimately support your case when it comes time to convert.
2. “Use real photography and imagery for more credibility.”
You know that annoyed feeling you get when you text or call someone and they never respond?
That’s the feeling you want to avoid giving your user when they are on your website.
Have your website respond to your responses interactions. Give them confirmation of the actions they take using subtle, visual cues. For example, if they hover over a link or button, have it change colors. If they scroll onto a menu, highlight it.
Similarly, if they fill out a form, take them to a page that says that it went through successfully and follow-up with an email. These little affirmations, provide reassurance and “delight” by making the cyber experience feel more tangible and secure.
4. “Always have a call-to-action readily available so people convert as soon as they're ready.”
When people are ready to work with you, don’t make them hunt for how to do so. Reduce friction and make conversion as easy and convenient as possible by always having a bottom-of-the-funnel CTA button within reach.
To accomplish this without being spammy, make sure that you have a BOFU CTA in your website header and footer. You can also consider adding one in a sticky-navigation bar; that way whenever the mood to reach out strikes your user, the option to do so will be right in front of them.
5. “Optimize for the human first, then think about search engines.”
While not all submissions can make the broadcast, feel free to join us in the audience to gain valuable Marketing and Design insight you can adapt for your website strategy right away. Also, make sure to join the conversation using and monitoring #WebsiteThrowdown on Twitter.
We’ll see you ringside!
Keep Scrolling to Continue Reading
Watch Liz Moorehead’s opening keynote from the Website Optimization Summit, FREE on-demand inside IMPACT+. Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it!
Here Are Some Related Articles You May Find Interesting