posted by CAPTIVATEDESIGNS.COM // March 17, 2010 // Build Your Website

Effective website design encourages your visitors to take the next step. It combines good layout with page copy that induces customers to buy products or take some kind of action. Consulting firm Rain Today recently conducted a survey of more than 200 buyers of B2B Services that rates the importance of various website elements and “How Clients Buy.” Their findings were as follows:

• Service Description – 87%
• Industries Served – 78%
• Success Stories/Case Studies – 73%
• Professional Website Design and Presentation – 69%
• About us/Biographies – 64%
• Client List – 64%
• Online Resources/Content (White Papers, etc.) – 60%
• Video or Online Presentations – 57%
• News Items – 47%
• Podcasts or Audio Content – 45%

This survey is of utmost importance to website owners and businesses, because it can be used as a reference to make your own website more effective by increasing your conversion rates and giving your visitors what they are looking for. Let’s explore the top five elements of web design as listed in the survey findings.

Service Description
It’s important to talk about your products and services and what it can do for your intended market. Focus on the benefits to the customer, but highlight the features as well. Make your services easily readable and scan able, but provide the option for more detailed information. When possible, make your services printable or downloadable in PDF format. Offer the opportunity for more information, or the chance to speak to a representative one on one during a free consultation.

Industries Served
Speak directly to your market. It’s important to make a connection. You will increase your chances of converting your website visitor if you have industry-specific experience, or if you are a specialist in their industry. Many business owners may be afraid of highlighting the industries served in fear of alienating others, especially in this tough economy. However, if you are clear that it’s just a short list of a few of the industries you serve, and if you invite visitors from other industries to email you for your experience in their industry, you will cover all your bases. Seems simple, but it’s often overlooked.

Success Stories and Case Studies
Highlight your successes. The proof is in the pudding. A serious customer is all about how you can help them. If you have proven successes, you already have one foot in the door. Provide samples, testimonials, and success stories or case studies that can easily be verified, in an easy-to-read, understandable and non-technical manner. Your case studies don’t have to be extravagant; simple and to the point often gets the job done and will save you and your potential customer time.

Professional Website Design and Presentation
Your Image is everything. People want to do business with professionals and businesses that they find to be credible. Your website is a living, breathing tool that can make the difference in whether someone chooses to do business with you or not. Make sure you have a website design that is professional, exudes success and stability, and gives people confidence in doing business with you. At the very least, your website should be free of grammatical errors and typos, and be in working order (no broken links, errors, etc.) -- customers will notice if you don’t pay attention to detail on your own site. Your website should also be easy and intuitive to navigate, leading visitors to the information they are seeking as quickly as possible.

About Us / Biographies
Give people an insight into who you are by connecting with them on your company’s “About Us” page, your executive bio or your team page. Talk about your company’s mission and values, and the reasons you started the business. Let your passion for your business come through. Show visitors that you are a real person by including a professional photo on your About Us or bio page. It may even be appropriate to talk about your hobbies and what you do in your spare time. The goal is to make a connection with your visitors and encourage them to trust you and want to do business with you and your company.

Whether or not you intend to add Internet marketing as a part of your marketing strategy, more and more business owners are realizing the value in building and sustaining an effective web presence. A website plays an important role in lead generation and customer acquisition, even if you are doing print or direct mail advertising or you are depending on referrals. It could be the final resource that determines whether you get a customer's business or not.

Nicole McCullum is the founder of Captivate Designs, a web design company that provides small and mid-sized businesses with custom website design solutions including business web design, e-commerce web design, graphic design and internet marketing. Ms. McCullum has been featured on Inc.com as a Web Design Expert, and her web design tips and articles have been published in NY Enterprise Report and Strategy Magazine. For more information, visit www.CaptivateDesigns.com.

Author
Nicole McCullum

Article Source:

Please login or register to post a new comments