Are you looking for ways to improve your business website? Want to outperform your competitors and grow your business over the next 12 months?

We share 10 steps to a high-converting website in this infographic.

Here’s a quick summary:

  • Think simple
  • Utilise negative space
  • Realise that colours matter
  • Format persuasive copy properly
  • Be clear about outcome
  • Don’t be afraid to borrow
  • Go responsive
  • Feature your offerings & smiling faces
  • Strategically place trust emblems & social proof elements
  • Keep testing!

Check out the infographic for more detail.

Web design from £99 CTA Banner

10 Steps to a High-Converting Website That Outperforms Your Competitors [Infographic]

A well-designed website can make or break your company.

If you want to gain the upper hand in attracting new customers, it’s essential that you know how to create a site that will convert visitors into buyers.

Check out this list of 10 steps to designing an effective website that will maximize your success in online sales.

Think simple

If your website is complicated and difficult to navigate, people will find it hard to use. A simple, intuitive design will help people feel comfortable browsing your site, making them more likely to buy from you.

Keep your design as simple as possible. Make sure that you have nothing on your page that doesn’t absolutely need to be there—even a few extra lines of text or an image on a page can make it feel cluttered and increase abandonment rates.

Make sure your most important information is front and center on every page of your site – clearly labeled – so visitors can easily see what you’re offering.

Plus, if they’re looking for something specific, they don’t have to spend time scrolling through pages of information.

Utilise negative space

Studies show that people’s eyes naturally like to linger on empty spaces and shapes, which is why it’s important for designers and marketers alike to make use of negative space when it comes to designing for conversions.

By using some extra white space around design elements and photos (for example), you can attract more attention, while still making your website appealing and easy on the eye.

In fact, conversion expert Colin Wright points out that simply removing a 10px border from around a box will increase clickthrough rates by as much as 20%.

Obviously there are limits – you don’t want a totally stripped back site – but try removing borders from boxes here and there to see what kind of effect it has on engagement with your content.

Realise that colours matter

The colours you choose for your website have a big impact on how well it converts.

Even minor things like background colour can affect conversions, so it’s worth testing different shades against each other in order to identify which performs best with your target audience.

If possible, try to keep branding and colour schemes consistent across all channels and mediums so that customers immediately recognise and trust your brand.

Simple changes like these can make all of the difference when it comes to user experience. Don’t forget to also consider what emotions your users are likely to feel when they come across your product or service online.

For example, while some users may feel relaxed while reading travel blogs, others might feel more energetic while looking at weight loss information or skincare reviews.

Make sure you choose the right colours to go with those emotions using colour psychology.

Format persuasive copy properly

The way you format your content can either convince or turn off your visitors.

For instance, when it comes to bullet points, use only one sentence per point. The idea here is that it’s much easier for readers to digest all of your compelling benefits if you don’t string them together in paragraph form.

Instead, put each benefit on its own line and make sure that each item has a clear transition between ideas—so they’re easy to follow and don’t come across as too choppy.

Whatever formatting you decide on, be consistent throughout your copy.

Be clear about outcome

Not every website is built for lead generation, but even if it isn’t, you should always have a clear idea of what you want your site visitors to do.

Establishing this goal will help determine everything from how many pages you need on your site to which type of language you use on each page.

Once you know what action you want people to take (sign up for your email list? download an e-book? purchase an item?), think about how to persuade them that they need to act now.

Don’t be afraid to borrow

When you’re designing your website don’t be afraid to borrow ideas from great websites you find online.

There are plenty of examples of brilliant, high converting landing pages and homepages out there that can give you some inspiration as to what works and what doesn’t work in different situations.

What better way to learn than by looking at examples? Don’t feel like you have to reinvent the wheel – study what others have done first!

What kind of layout or copy do they use? What makes them stand out? Is it the image they use, or perhaps a form on their page that attracts your attention?

All these questions should help you understand how successful websites work and how elements such as placement of buttons or using visuals such as charts or statistics can positively impact conversion rates.

Go responsive

If your website doesn’t function well or look good on mobile devices, your users will leave and never come back.

No one likes being forced to zoom in just to see basic information—it leaves a bad taste in people’s mouths when they have no other choice but to find another source of information that isn’t frustrating them by being unusable on their device.

First impressions are everything with search engines, too! You can use Google’s Mobile Friendly Testing Tool or PageSpeed Insights to measure how optimised your website is for mobile search traffic.

These tools give you recommendations of what you need to fix in order to achieve better results.

Feature your offerings & smiling faces

There’s an old saying: You can’t sell anything if you don’t show what you’re selling.

This is doubly true for websites—the first step of any landing page is to feature your product or service and some smiling faces that represent them.

Add video testimonials and referrals from real customers, and you’ll increase conversion by 50%. People are more inclined to buy something when they know other people have bought it.

And they’re most likely to click on something they can relate to personally.

Strategically place trust emblems & social proof elements

A lack of trust in your website can prevent potential customers from completing their purchase. They’ll be too worried about whether or not they’re making a good decision.

However, trust symbols and social proof elements, such as testimonials and user reviews, can significantly increase customer confidence with your brand. Make sure you properly place these on your site!

Place trust emblems in areas where they’re easy for customers to see, such as product pages and checkout pages. This includes things like security badges, Google Trusted Stores logos, and even little padlocks.

If your site uses an SSL certificate, that should also be present somewhere on your site.

Keep testing!

Testing is crucial! You never know what tweak may result in greater conversions or revenue, so test as much as possible with every change you make.

Track everything that’s going on in your website and look for opportunities to optimise every part of it. When one method doesn’t work, try another—until you find something that does!

After all, when you focus on testing, conversion rate optimisation becomes a numbers game—and in a numbers game, there are no losers.