Hybrid Forge

Connect With Your Customers

Websites are all about connecting with customers. When you strip away all of the Search Engine Optimization, Pay-per-click ads, flash animation, and technology, it is nothing more than an extension of a merchant’s inviting smile welcoming a customer into their store. It is the website’s job to put the customer at ease, offer them answers to their questions, and lead them to make the next step in the buying process.

So many websites out there put the emphasis on visual appeal, yet website look and feel ranks third (16%) in a Webcredible survey of 1300 online shoppers on influencing purchasing decisions. Trust is the number one factor (28%). That is why graphics design isn’t the only factor you should consider when selecting a web design company.

Value Proposition in the Web Design

According to Marketing Experiments, your value proposition is likely the most important factor in establishing a connection with your customers. A value proposition is the statement of your company’s or product’s key differentiator and is the primary reason a prospect should buy from you. It is important to clearly present your value proposition to visitors to reduce friction and anxiety in order to lever their motivation for coming to your website. It doesn’t matter if you are selling products or simply providing information, every website should motivate the customer into a conversion action.

Calls to action in the Web Design

Every page of a website should be designed to sell. For an cCommerce site, this can be an actual sale. For brochure style sites, this could be encouragement to pick up the phone, book an appointment, fill out a contact form, or any other step that would lead the visitor further along the sales process.

One thing to keep in mind about a website: there is only the information on any given page that will cue the visitor to take any action. Often, if a visitor is confused or feels lost they will simply leave your site and return to the comfort of the search engine.

In another study by Marketing Experiments, they state that the website that best relieves the customer of the burden of researching and making the best choice is the site that will beat its competitors. They describe the thought process of the customer as follows:

• Where Am I
• What Can I do Here
• Why should I do it

Answering these questions for customers on every page will increase your chances of converting that customer.

Here is an example of this in action using a web design we completed recently for a local Edmonton company Millennium Windows. There is the initial draw to this page, which is getting information about the types and styles of windows Millennium offers. However, there are strong cues that show the customer they are on the page about windows and window installation, they can fill out a contact form or start a credit application, and why they should do it to take advantage of two discount incentives and a no-payment incentive. Some very strong motivation to take action.

Answering customer’s questions

A good website design starts with a good communication strategy including how you will present your value proposition in the context of every page. Take the confusion out of the layout and content and simplify the choices for the customer so their path is clear. Call us if you need help with your web design.