Let’s face it, most websites aren’t that great. Have you ever visited a website and it was ugly, hard to use, nothing seemed to work and everything was unorganized. It happens all the time, but fortunately, it’s not too hard to fix.
While design is important, we’re going to talk about some other aspects that you may not be aware of. Making a website convert visitors into paying customers is more than just making it look pretty. There’s a deep psychology to it and we’re going to go in to some of those ideas.
1. Define the purpose: Why do you want people to go to your website? What is the purpose of it. If you don’t have a crystal clear idea of what you want the user to do, then the user is certainly not going to have any idea what to do. Do you want people to sign-up for your email list? Do you want them to buy something? Do you want them to engage with other users? Do you want to download a free eBook? Do you want them to subscribe to your blog? Defining the purpose of your website or landing page is the first crucial step in converting visitors into paying customers.
2. Copywriting: Copywriting is still alive and well. Your copywriting will be one of the most important aspects for when you visitor is actually on the page. Your headlines will be the most important part of your copy. You need to grab the users attention with a headline that will get them to want to learn more. Then your body copy should be designed to show the benefits of your product or service, create desire and tell them exactly what they need to do to sign up. You should consider reading a book or two on copywriting. The Copywriter’s Handbook is a great book to start with.
3. Typography and layout: You want your typography and layout to be easy to read and organized. I’d suggest sticking to simple serif or sans-serif fonts such as Verdana, Arial, Helvetica. Just make sure the font is easy to read. Don’t make headlines in all capitals. All caps are not easy to skim. The layout should be clean and simple. For starters, try making your whole layout in either two or three columns. Think of reading a newspaper. They are design for easy reading as well as guiding your eyes to certain area. A messy layout will cloud the purpose of the website.
4. Keep it above the fold: Above the fold is the part of the page you see before scrolling down. I’d recommend that you put your headlines and important information such as forms and call-to-actions above the fold. Don’t make people have to search your entire page to find these things. Some people will take the time to do it, but you will lose others along the way.
5. Call-To-Action: Do you have a clear call-to-action. A call-to-action is telling and showing the visitor exactly what to do. For example, you want them to sign-up for your blog updates. You could make a big orange button in the center of your page that says “Get Free Weekly Updates”. You basically want to take people by the hand and show them the way. Don’t make them guess.
6. Show the benefits: You’re going to need to convey to the visitor what the benefits will be for taking the action you want. If you run a Crossfit box, you’re not just selling them a workout program. What are the benefits they’ll receive from the workout a program? Maybe they be more attractive, feel better physically and emotionally, develop an unshakeable mental toughness. List some benefits and start integrating that into your website and when you sell face-to-face.
7. Develop trust and credibility: There are a lot of untrustworthy sites on the internet. You need to separate yourself from the herd. An easy way to do this is to show video testimonials on your page. You could show other videos and pictures of your box. You could give a guarantee. You could list your accreditations and certifications from legitimate affiliates. You could use only legitimate payment processing systems. It’s one thing to not convert a person who didn’t want your product in the first place. But it’s terrible to lose people that actually want your product, but don’t buy because you haven’t conveyed that you’re trustworthy.
You should be constantly testing out new ideas when it comes to your website. Try changing the headlines and see if that converts more people. Try adding video instead of photos. Try using more testimonials. Mess around with the layout. Try different call-to-actions. The goal is to find a way to get a high conversion rate. It might not happen right away, but you’ll have to try some different things to find out what works and what doesn’t.
Ready for more? Lets talk about 7 ways to improve your CrossFit website