Every business wants a highly converting website. If you’re reading this blog, it’s likely because you share that goal and have already dedicated considerable effort toward achieving it. You might have redesigned your logo, clarified your messaging, or even completely revamped your website.
Since your website is your digital storefront, these are important steps toward becoming more relevant to your target market. But there may be some smaller issues on your site that are preventing your leads from having an optimal user experience, which could potentially lower your credibility in their eyes.
The sad thing is that these design issues are often very quick fixes, yet they may be costing you important leads. Here are 6 easy design hacks that can do wonders for your website.
1. Hide your navigation bar in a hamburger menu
You may have a lot of helpful links in your navigation bar, but by hiding most of them, you are able to guide your customers’ eyes directly to your main call to action (CTA) button. There will be space for one or two other links next to the CTA button if you really need them; but just remember, the simpler your user experience, the more likely your customer will go on the journey you are proposing—which of course, ends with them taking action on your main CTA button (“Buy Now,” “Schedule an Appointment,” etc.).
In the example below for one of our clients, notice how, by hiding all of the less important links in a hamburger menu (≡), our eye is drawn straight to the CTA button and then downward toward the rest of the site without any distractions along the way.
2. Use an image in the ATF that shows your client’s success
It may be tempting to put a picture in the above the fold (ATF) section of the website of your product, your service, or even your team. But your customer is the hero, not you. And the hero needs a vision of what their own success looks like, not of how cool your team poses or even how beautiful your product looks in studio lighting.
Customers make decisions based on if they believe you can help them solve their problems. If the first thing they see when they open your website is a picture (or video) of a smiling person having achieved their goals through the help of your product or service, you will be on the right track.
In this website we built for a health clinic, notice how we did not use a background image of patients doing treatment or of the office building, but of a healthy, happy couple.
3. Increase the visual contrast between Header and Body font styles
Contrast is one of the most important visual principles to pay attention to on your site. You are more likely to draw your customer into your site when your Header and Body fonts are as different as possible. Make your H1 header (the main title) and the H2 header (section titles) fonts as large and heavy as possible so that they don’t conflict with or disappear next to the Body font, which will typically be a small and lightweight font.
In the example below, the big and bold H2 contrasts nicely with the Body font and draws your eye to the page.
4. Add a strong contrast section for an important callout
On the topic of contrast, it’s important to note that websites can become visually exhausting to the visitor if there’s too much contrast.
Dark backgrounds scream for your attention, so when every other section is dark, you become mentally exhausted and disoriented as to what’s important on the page.
Use dark backgrounds sparingly and strategically; when you do, make sure it’s for something important you want to call your customers’ attention to—a plan of action leading directly into your main CTA, for example (see below).
5. Turn boring lists into interactive lists or graphic tables
Nothing can ruin a user experience like a boring list. Get creative and turn those into interactive pop-down lists or graphic tables with icons!
6. Pick (and stick with!) one primary color and one accent
It’s important to stay on brand. You may be tempted to use many shades of the rainbow to make a more engaging site, but this will only confuse or overstimulate your customers. Stick to the theme of your logo and branding.
Use one primary color and one accent color—white, gray, and black can also serve as accents or primaries.
Can you figure out the primary and accent colors on our website?
Designing a website with your end user in mind is essential for building trust and credibility in your customer’s eyes, and some small mistakes could end up costing you an important sale. By implementing these 6 small design changes, you are putting yourself in a good position to capture those leads and make the sale.
As a refresher, these are the 6 easy design hacks that will help you convert more leads:
- Hide your navigation bar in a hamburger menu
- Use an image in the ATF that shows your client’s success
- Increase the visual contrast between Header and Body font styles
- Add a strong contrast section for an important callout
- Turn boring lists into interactive lists or graphic tables
- Pick (and stick with!) one primary color and one accent
Diving deep into website design can often feel overwhelming. You’ve put immense effort into refining your digital storefront, and while some changes like logo redesigns make noticeable differences, it’s often the finer details that truly shape the user experience. At Good Agency, we’ve honed in on design hacks, such as the power of a strategically placed hamburger menu and the compelling allure of a success-driven ATF image. Because your client is the hero of your story, every design element should propel their journey and affirm their choices. The design principles you’ve read about aren’t just theoretical; they’re transformative.
If you’re keen on ensuring every aspect of your website not only looks good but also works effectively in converting leads, schedule a call with us today. Together, let’s make design decisions that truly resonate with your audience.