As a small business owner, there’s no doubt that you’ve been told how important it is to have a quality website. Study after study shows beyond doubt that consumer spending habits are highly influenced by the internet and your small business website design has the opportunity to drive your bottom line. According to the GE Shopper Research Study, 81% of consumers research a product online before purchasing. 

How can website design improve sales?

Let’s say your business is service-based, and consumers have to visit a storefront or book an appointment to make a purchase. Do these types of small businesses still need a quality website design? The correct answer is, absolutely.

76% of consumers search for a company online before visiting the physical location. A great website design can turn people from online window shoppers to real, paying customers! The appearance and quality of your website give your brand credibility and exposure that makes consumers more inclined to make a purchase.

Knowing all of this, you still might be wondering, how can website design increase revenue? 

5 ways to optimize your website design and increase sales

1. Emphasize the call to action (CTA)
2. Make it mobile-friendly 
3. Prioritize contact forms
4. Showcase social proof
5. Create an aesthetically pleasing design

Let’s expand upon that.

Emphasize the call to action (CTA)

A call to action or CTA is a way to prompt users to take a desired action. As we peruse the web, we’re not necessarily ready to make a purchase or schedule an appointment. Having these CTA’s in clear focus pushes users one step closer to the sale. 

For example, imagine someone looking for a tree trimming service in their area. They click from site to site and finally land on a company that looks reputable and fair. But, they didn’t choose that company because they couldn’t figure out how to reach them. What a shame, right?

Now, imagine the moment they decided the company looked solid, there was a big “Call us now!” button that prompted a phone call. That’s how CTA’s work! Use words like “subscribe,” “download,” “learn more,” and “sign up.”

Make it mobile-friendly 

Browsing the web on a mobile device is just as common, if not more common, than doing so on a computer. According to Hubspot Marketing Statistics, 61% of mobile searchers are more likely to contact a local business if the site is mobile-friendly.

Web designers implement what’s called responsive design or adaptive design to ensure that a website is visually appealing on mobile devices as well as computer screens. Sites that aren’t mobile friendly are sure to miss out on potential customers. 

Prioritize contact forms

Users want a way to contact and build a relationship with brands. Businesses benefit from gaining organic leads. How can we accomplish both? With simple contact forms!

The “Contact Us” area of a website should be clearly visible and convenient. No one wants to fill out a 10 page questionnaire to get in touch. A simple name, email, phone number, and message box will suffice. Each page should have a contact form to make it more likely that people are filling it out.

The simple contact form ensures that  incoming leads are very interested customers. These users have searched for your product, liked your website, and felt compelled enough to provide their information to learn more. Now that’s a good lead. 

Showcase social proof

Social proof is a way to tell consumers that your business is reliable and recommended by others. Posting testimonials shows users that other people enjoyed your product or service. Displaying certifications or qualifications on the website is another way to boost credibility and trust. 

Another embodiment of social proof comes from outside of your website. It involves building a strong online presence. If experts, celebrities, or people with a large following promote your business, this goes a long way in the eyes of consumers. 

Create an aesthetically pleasing design

An eye-catching website design keeps viewers engaged and makes them more likely to complete your call to action. Here are a few characteristics of a visually appealing website:

• Short paragraphs that don’t overwhelm the eyes
• White space that directs the focus to one thing at a time
• High-quality visuals that showcase the product or service in a positive light
• Consistent colors and shapes that complement each other

The Bottom Line

Being intentional about the design and components of your website has a huge impact on user experience and the likeliness of making a purchase. The best way to make sure your website is living up to its full potential is to let a credible marketing agency handle the job. 

Experts know how to design a website that will keep consumers engaged and make more sales at the end of the day. Hopefully, this article clears up the importance of a good website design.