We all want our websites to communicate promptly and effectively, letting visitors know if they’ve arrived at the correct location. Visitors who are qualified delve further. Here are five areas where you may be more precise and create a better page.
Create informative h1> headers
We’ll begin with the header because it is frequently at the top of the visual hierarchy.
Yes, each page (and each scroll level on each page) has a visual hierarchy. One aspect stands out the most, drawing the visitor’s attention initially. The eyes go down the page as a second element appears in the hierarchy, and so on.
The key to web design and usability is creating and controlling the visual hierarchy.
Because the h1> heading is frequently at the top of that hierarchy, we’ll begin there. It’s horrible if it’s general, ambiguous, and uninteresting. It’s preferable if it’s detailed and descriptive. The 5-second test will go well for you.
Make use of an appropriate image
The highlighted area picture is also at or at the top of the visual hierarchy. The picture does not have to work as hard if the header is particular. The visitor may already be aware that they have arrived at the correct location. However, there is still an opportunity to be specific.
A meaningful and distinctive graphic informs them that they have arrived at their destination. A stock photo usually has little impact on the user’s experience. It has the flavor of water.
The hero image does not have to be a photograph. Occasionally, a texture or repeating background video is used. These are excellent solutions for reducing the prominence of that piece. Other features provide clarification to the visitor.
Generic subheads should be rewritten (or removed)
At that scroll level, the subhead is frequently the most visually dominant feature. It is extremely probable that the visitor will see it when they scroll down the website. As a result, it must be persuasive, detailed, and descriptive.
Generic subheads frequently occupy up space without offering any value. They just push the remainder of the page down. When you look at any of your subheads, consider whether the page would be just as excellent without it.
“What we do” does not express what you do. It’s not useful. “Our solutions” is equally offensive.
Subheads are an opportunity to put something relevant and helpful into view for the visitor. The best subheads are specific to your business. They communicate quickly, adding value to the experience of the visitor.
Testimonial subheads are a good example. The subhead “What clients say about us” doesn’t actually show what clients say. Far better to use the subhead to showcase a compelling part of a testimonial.
Make use of meaningful navigation labels
The main menu provides another option to be detailed (or incredibly general and imprecise). Always towards the top of the visual hierarchy is the navigation bar. Most visitors scan the main menu first, even if they do not scroll at all.
As a result, navigation labels are critical. Website navigation best practices include specific, informative nav labels. They inform the visitor that they have arrived at the correct location. They also assist visitors in categorizing themselves into deeper pages with more specific material.
Create calls to action that will entice people to click
Finally, we arrive at the CTA. It is now frequently given its own page block at the bottom of the page. That’s great. It deserves its own space.
But how specific is your call to action? Is it specific to your company or generic to all businesses?
Consider the distinction between these two cases. The first is general and may be found on any website on the internet. The second pertains to the visitor. It provides them with a cause to click.
Examine the verbs on your page carefully. The secret to high clickthrough rate buttons is verbs. Contact, read, study, and click are all popular verbs in certain calls to action. Specific verbs in great CTAs include schedule, talk, check, download, and watch.
Remember that no one clicks anything unless they’ve performed a split-second cost/benefit analysis. You may enhance the perceived cost or advantage of anything to boost the clickthrough rate.
Yes, homepages are difficult since they must speak to everyone, but work hard on those interior sites. For some businesses, the issue is positioning rather than copywriting. If the brand tries to be everything to everyone, it will fail to connect with anybody.
No amount of great writing can save the “solutions provider” who refuses to specialize.
Need help in converting your website or social media copy into a seller one? Connect with us and let us take your content to the next level, here at Business Growth Managers we have a team of professionals that can scale your business through our variety of services.
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