How to Design a Website That Attracts Customers (and keeps them coming back)
Whether you created your website yourself or had someone else do it for you. There are certain elements that will attract your customers and keep them coming back. The last part is important especially if you sell products because if someone lands on your website once that doesn't mean they’ll return.
So what elements should your website have?
VISUAL APPEAL
The visual appeal you convey throughout your website will attract your ideal customer.
Images
Your website should have great, quality images which can be stock images. Otherwise you should use photos taken by a professional photographer or photos taken by you with the right phone or camera settings. If you're selling products, than they should all have a theme or consistent branding to tie them together cohesively.
For example if you're an artist that creates modern art your mockup backgrounds should be sleek and minimal. If the setting is different from one image to another or isn't relevant to your aesthetic, your potential customer won't feel that connection and will leave. Plus it will look unprofessional.
Color
The colors you use are an important part of your branding. They should reflect the mood or style of what you're selling. If you're an artist that paints scenes of the beach and ocean you would want to use colors that reflect that. This seems obvious but I see over and over again websites that are not consistent with their use of color.
There is a ton of research on the psychology of color and how colors evoke emotions. Use a color palette that reflects your branding.
"90% of information transmitted to the brain is visual, and visuals
are processed 60,000X faster in the brain than text. "*
Here are some examples of color psychology stated on VeryWellMind.com
White: As many of our readers have suggested, the color white can feel fresh and clean. The color is often used to evoke a sense of youth and modernity.
Black: Our readers often describe black as a "powerful" color, which might be the reason why black is the most popular color for luxury vehicles. People often describe the color as sexy, powerful, mysterious, and even ominous.
Silver: It's the third most popular color for vehicles and linked to a sense of innovation and modernity. High tech products are often silver, so the color is often linked to things that are new, modern, and cutting-edge.
Red: Dreaming of a red vehicle? Red is a bold, attention-getting color, so preferring this type of car might mean you want to project an image of power, action, and confidence.
Blue: People often describe blue as the color of stability and safety. Driving a blue car or SUV might indicate that you are dependable and trustworthy.
Yellow: According to the experts, driving a yellow vehicle might mean that you are a happy person in general and perhaps a bit more willing than the average person to take risks.
Gray: The experts suggest that people who drive gray cars don't want to stand out and instead prefer something a bit more subtle.
Fonts
Just like colors, there is also the psychology of fonts. Scripts fonts = elegance, bold, block fonts = strength... The graphic below from Formilla.com reflects some examples. If you are a wedding photographer you wouldn't use a bold, block type font. Use 2 or possibly 3 fonts that reflect the type of business you have..
The images, colors and fonts you use are all tied together in branding your creative business.
ORGANIZATION
Website Navigation
Your website needs to be organized and have a clear path for your visitor. Your navigation should clearly state what the visitor will find and where. If it takes too long for them to get the information they want or it’s just too confusing, they're going to leave and not come back.
What do you want them to do when they land on your site? Buy a featured product, check your services, schedule a call? Have a clear call to action on every page.
Website Layout
Does you website have an effective layout? You want your images, text, buttons... laid out in an organized and visually pleasing and strategic way. This is where design principles come into play which is why having a professional designer create your website can make a difference in the growth of your business.
EFFECTIVE COPYWRITING
Do the words on your website speak your target customer's language? If your words don't resonate with them they won't stick around. The style of writing needs to connect as well. Who are you speaking to? Young women interested in the latest fashion trends? Brides-to-be? Moms with toddlers? You need to know what their concerns are and how what you offer that can address that.
For example, those young women want to be on trend and so they look great on their Instagram account... The brides-to-be are worried about planning their wedding and getting the perfect photos taken... The moms with toddlers need activities to help entertain and educate them so maybe they can have a break.
Copywriting can be challenging for some so again hiring a professional who has experience in this area as well as in Search Engine Optimization (SEO) for artists, photographers or whatever your specific niche is. Pathfinder SEO can provide you with the help you need to optimize your website so you can be found by your ideal customer. in online searches.
Now there's more that goes into creating a website, like all the technical stuff. But that's a topic for another day. Just keep in mind that the design of your website could potentially make or break your business. Do you have questions about the effectiveness of yours?
Learn about how I can help you build a successful creative business!
*Sources: 3M Corporation and Zabisco
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I believe can be an asset to your business. I hope you will find them useful!