For a number of businesses, websites are not much more than static web pages aimed at providing a generic and basic overview of what the company or organisation does. In essence, such websites can be classified as placeholders, simply serving minimum requirements. The potential for websites extends beyond this. Designed in a well-optimised manner, websites can be effective conversion tools and lead generators, moving beyond the simple brochure template.
When websites are created with a good plan, they can showcase a level of authority and credibility associated with the business. On the other hand, not having a website can create an impression of flimsiness.
Websites that are designed to establish a certain authority focus a lot on the branding, content, services pages, the company’s history, mission, vision and goals. There are also websites that are built simply for the purpose of conversions, to generate sales and leads. The ultimate goal here would be to have people buy a product, make a call or send an email. E-commerce websites typically adopt this conversion approach, as the end goal would be that customers make purchases.
When creating websites that are aimed to convert, there is much less leeway for error when compared to standard brochure templates. The user journey must be carefully examined and the different sections of the website must be focused on compelling visitors to take action. This highlights the importance of diluting friction from the website. Friction is the result of individual elements on the website, which make it harder or less attractive for people to convert.
One of the drivers for conversions is custom web design. The fastest and cheapest content management systems will enable you to create a quick template, but such platforms are rarely effective for conversion-based websites. Custom website design provides ample opportunities for superiority, allowing this important communication channel to stand out from the rest. Several elements can be tweaked here, and the difference from the usual options could be seen clearly. To deliver such a high-quality product, more time for planning needs to be factored in. The costs of such conversion driven websites are typically higher.
The journey starting from landing on the homepage to actual conversion must be seamless. The more steps and time needed to arrive to the final conversion, the less likely it is to take place. Making the purchase or registering interest should be achieved through the least amount of steps and time possible.
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