Impulse in York have worked on enough website design and website development projects to know that attractive website design and well-thought-out website development are important to entrepreneurs and managing directors for a number of reasons. Firstly, they want visitors to be impressed with the website’s colours and aesthetics – they want all aspects of the website to be pleasing to the eye. Secondly, they expect that the website design will be easy-to-use, ensuring that visitors will have a pleasant experience. And thirdly – and this is what many webmasters miss – none of that matters unless the website design that’s been presented nets a noted increase in conversions.

Websites are replacing brick-and-mortar storefronts at record rates, meaning they also have to take over the duties of the shops. Remember, your shop was established for one main reason – to make sales. The interior and exterior decorations, the smells, and the helpful salespeople in the shop were all in place for that one, main purpose. It’s important to keep this in mind when designing a website, too. Never forget that the single most important reason the website exists is to make conversions.

“What is a conversion?” The definition can vary from business to business, but in general terms, it’s a change in status. A casual visitor who chooses to perform an action desired by the website’s owner is a conversion. For instance, a website’s visitor who starts out gathering information or being entertained by a website’s content might decide to become a member, download software, sign up to receive a newsletter, schedule a consultation, make a purchase, etc. This person has converted…is a conversion. The value of each type of conversion is determined by the business’s directors (some websites aren’t designed to sell, but a newsletter subscription is a coveted action). Good website design and website development are meant to increase conversion rates, which are calculated by dividing the number of conversions by the number of total visits. For instance, if Jerome’s Widget Company’s website hosted 1,000 visitors last month and 200 of them purchased a widget, Jerome’s conversion rate is 20%.

A large part of effective website design is the integration of quality content that accomplishes three things:

• Make benefits obvious. Let potential buyers/subscribers know “what’s in it for them.” Make it simple for them to imagine how much better their lives will be with your product or service.
• Lower their risk. Visitors look for testimonials and other reassurances that they’re about to make the right decision. With the words of satisfied customers and your pledge that you’ll stand behind your products and service, they can feel comfortable about conversion. Social media is also a great way to build consumer confidence.
• Spur them to act. By presenting visitors with clear and compelling calls-to-action, you will close deals and create conversions.

Impulse know how to present beautiful website design that works to simultaneously enhance our clients’ conversion rates. For help with website development and design, simply call 01904 430 666 or get it touch via the contact us page.